Pinterest Marketing with Integrated Analytics

Pinterest marketing was taken to the next level on Tuesday when Pinterest officially announced its newest feature (and what is undoubtedly every marketers favorite): integrated analytics.

So what does this mean with regards to Pinterest marketing? Slowly, Pinterest has been taking steps to become more business friendly, presumably in an effort to begin generating revenues internally. (After all, a business with no income can only last so long.) A few months ago, Pinterest announced the launch of business pages. Now, Pinterest marketing is taking the next leap forward with the launch of integrated analytics.

The analytics provided in the backend are fairly standard. They do not go into the complexity of some tools, like Pinfluencer, which allows you to delve deep into the insights of your followers and find your most influential pinners. But that is not for everyone, and what Pinterest does provide, completely free, is more than enough for you to gauge the success of your Pinterest marketing efforts.

Below are a few steps to help you get started with Pinterest marketing analytics, and a few tips to consider when using them.

Setting Up Your Pinterest Analytics

While your analytics may be working in the backend, you may not be able to access them right away. Luckily, it is a fairly simple process.

First thing you need to do is have your website verified by Pinterest. If you understand code, or have an easy-to-manage CMS like WordPress, then this is a very simple process of uploading a file to your backend or a line of code to your header. If you do not, then simply grab the line of code or file, send it off to your webmaster, and have them put it in there. Once that is done, and your site is verified, you will need to update to the “New Look” of Pinterest.

In your dropdown menu, the final tab gives you the option to switch to this new theme. Once you do, you will see a new tab in your menu: Analytics.

Let the Insights Begin!

Now you are all set to begin looking into your Pinterest marketing analytics. There are four tabs in your analytics backend: Site Metrics, Most Recent, Most Repinned and Most Clicked.

The latter three tabs are fairly straightforward; these three tabs break down the most recent activity (in picture form, of course) on your account with regards to shares, repins, clicks, etc. and give you some insights into who participated in said activity. Remember the small column on the left-hand side of your front page on Pinterest that showed you some of your most recent activity? Well, these three tabs are essentially far more detailed versions of that column. They allow you to monitor the progress of your Pinterest marketing on your website and see how that activity is converting on the social network.

The real metrics come into play in that first tab: Site Metrics.

This allows you to delve deep into your site’s Pinterest activity to see where you are successful, and just how successful you are. For the first time, you can measure the number of impressions on the pins from your site, and see how that translates into your reach on the social network. You can now also see the click-through rates on your pins, as opposed to relying on Google Analytics to measure the referral success of your Pinterest marketing.

At the end of it all, your Pinterest marketing analytics should look something like this:

With this new feature, we can be sure to see Pinterest moving into the realm of offering paid advertising shortly. Like promoted tweets or Facebook posts, Pinterest seems to be on the verge of offering a whole new set of business services that will likely make paid Pinterest marketing all the more attractive. Particularly now that these campaigns can be monitored.

What do you think of Pinterest’s new analytics dashboard? How do you plan on integrating it into your Pinterest marketing strategies? Tell us in the comments below or on Twitter!