Pinterest KPIs
While not everyone immediately thinks of Pinterest when talking about social media and promoting products or services, it is nonetheless an extremely popular network for various businesses, influencers, and users. After all, Pinterest is used by many to show off their ideas and/or products. For this reason, you can think of Pinterest as a marketing tool for many users on this platform. The important question for these individuals or companies on Pinterest is how to track their progress and create meaningful and realistic goals on the platform.
Understanding and tracking Pinterest KPIs (Key Performance Indicators) is the primary way you can assess your performance and set your goals. For Pitnerest, there are a variety of metrics you can track that help you define your goals and objectives by giving you different views on your overall performance.
This article will give you an overview of what you should start tracking in your own Pinterest account, whether you are an influencer or company looking to grow your following. In doing so, we will define various Pinterest metrics and explain why it is important to understand them.
The Most Important Pinterest Metrics
Below are explanations for 9 KPIs for Pinterest that we think are important to track. It is important to note that for many of these are key for Pinterest benchmarking. While you, of course, want to see how your own account is progressing, benchmarking helps you see where you stand in relation to other accounts in your industry and/or niche and serves as a way to see best practices for content. For this reason, we will pay special attention as to when benchmarking when discussing various Pinterest KPIs.
1. Pin Clicks
You might be hearing a lot about clicks on your Pinterest Pins. After all, Pin Clicks are definitely one of the key KPIs for Pinterest you need to track, if you want to improve your performance on Pinterest. But what are Pin Clicks on Pinterest? These represent the total number of clicks a pin receives. When a user clicks on a pin, it opens in a close-up view. To know your Pin Click Rate, you need to divide the number of clicks your pin received by the total number of times your pins were viewed.
There are two reasons to track this metric. First, by tracking Pin Clicks on Pinterest, you can see if users were interested enough in a pin to click on it. The second reason is to analyze which Pins are performing better than others and why. This will help you determine what type of content your audience is interested in.
2. Impressions
Now that you already know what Pin Clicks are, you might now also be wondering what are impressions on Pinterest? Pinterest impressions are the number of times a pin has been viewed on any screen. This includes the home feed, search results, various category feeds, and even repins on other boards. Keep in mind that the same user may generate multiple impressions.
But what do impressions mean on Pinterest in terms of your performance? In other words, why should you care how often your pins show up in feeds, for instance? An important step in the process of increasing Pin Clicks is to increase the number of your impressions. For example, the more times your Pins show up in feeds or search results, the more opportunities there are for someone to click on it. Without impressions from feeds, your pins will not generate significant views, nor engagement, unless someone finds them on your profile page.
3. Engagement Rate
The Pinterest Engagement Rate is the total number of engagement in your Pins divided by the total number of times your Pins were viewed. Engagement includes all types of interactions that can occur on Pinterest, such as saves, Pin Clicks, and outbound clicks. This metric is a key indicator of a profile’s ability to drive user interaction. It is closely tied to the interaction rate of your posts. Engagement rate on Pinterest provides insight into the overall effectiveness of your content in terms of promoting interaction who those who view it.
This metric is often used for benchmarking, since it helps you see if your content is successful in terms of driving interactions relative to others in your content niche. In this way, engagement rate is a good Pinterest benchmark since it gives a clear view of what is reasonable to expect in terms of engagement rate for your industry.
4. Reach
Pinterest reach refers to the number of unique users who have seen a pin. Unlike impressions, reach is the number of individual users who have seen a post and does not count multiple views from the same user. Ultimately, reach is an important metric to track so you can measure how successful a pin was and how many of your followers saw it. You will probably never reach all of your followers, but keep in mind that your non-followers may be reached.
5. Follower Growth Rate
Follower growth rate measures the increase (or decrease) of followers in a selected period of time. For many influencers and businesses on Pinterest, this might be one of the most important metrics to track, since it shows you if your profile is growing or not. But what is a good follower growth rate? Developing realistic goals is one of the reasons why you may want to use a social media tool when tracking your follower growth rate. With the right social media tool, which would ideally allow you to track unlimited competitor profiles, you can calculate more accurately what the average follower growth rate for your industry is so you can set more meaningful goals.
Growing your followers is a multi-faceted process that can take some time and definitely requires some thought. However, there are a number of content optimization analyses you can undertake that can help you find the type of content that is resonating with your audience. Studying what your target audience is interested in can be a good first step in helping you grow your audience.
6. Posts Per Day
This metric relates to the number of pins a Pinterest account posts per day. It ultimately gives you a good overview of your profile’s content output. Tracking this metric in conjunction with another metric such as engagement rate or follower growth to see the relationship between the number of posts and other selected metrics. Moreover, it may also be helpful to track the number of posts per day from your competitors or other similar profiles so you can see if you are similar in terms of the content you are posting.
7. Post Interaction Rate
Post Interaction Rate helps measure the number of interactions on posts on a per-follower basis. Post Interaction Rate is calculated by dividing the number of interactions by the number of followers. Although engagement is positively impacted when a profile posts more frequently, post interaction rate is not. Engagement shows the effectiveness of the profile, while Post Interaction Rate shows the quality of the posts.
One thing you can do in order to help improve your post interaction rates is to analyze your best time to post. In this way, you can use data from your own profile and those of your competitors to see when users interact more with your posts and those of your industry or/and niche.
8. Click-Through Rate
You may think that pin clicks are related to click-through rate. However, click-through rate refers to the number of times a person clicks on a link from a pin. Click-through rate can help you tell if your pins are driving traffic to your website. You can calculate it by dividing clicks by impressions. If one of the purposes of your Pinterest account is to drive traffic to your website or to sell more products, then you should be tracking this metric.
9. Saves
Pins saved is the number of times Pinterest users have saved your pin to a board. Saving a Pin shows that users not only find it interesting, but also that the content of your Pin is valuable enough for them to revisit it later. You can also calculate your save rate by dividing the total number of times your pins have been saved by the total number of times your pins have been viewed.
Tracking your Pinterest KPIs
Tracking KPIs for Pinterest is essential for optimizing your Pinterest strategy and improving your performance on the platform. Regularly monitoring these metrics can lead to better decision-making and a more successful Pinterest presence. Benchmarking your performance to that of your competitors can also help you see where there is room for improvement.
Fanpage Karma offers comprehensive tracking and benchmarking features to help you get the most out of your Pinterest marketing efforts. The all-in-one social media tool also offers analytic, publishing, research, and community management features while also allowing for unlimited profile tracking. You are welcome to try Fanpage Karma for yourself with a free 14-day trial.
You can also book a free weekly webinar to discover how to best use the tool for your needs.
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