Pinterest Analytics Update – January 21 2021
A quick blog overview on changes released by Pinterest on 21st January 2021.
As a Pinterest Manager I like to keep up to date with Professional Development by staying informed with Pinterest and Tailwind as well as sharing information and ideas with other Pinterest Managers in online forums. This helps me deliver quality content and up to date strategies to my clients. Stay up to date with Pinterest tips and information on my blog by signing up to my email list.
What Has Changed?
Rule number 1 – don’t panic. The changes are largely cosmetic and logic-based changes related to the analytics of your content. Whilst the appearance of your account may have changed slightly, it is to show you the data related to YOUR own content, rather than ALL the pins you have in your account. In my mind, this is a great improvement for business owners and bloggers.
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Let’s take the monthly view that now appear in your top right corner as shown above. This metric or data is now showing you the number of views that YOUR pins have had in the last 30 days. That information is much more relevant to you as a business owner as it is telling you how many people are loving your content, rather than loving all of the pins in your account, which includes other people’s pins.
The monthly views does include all “impressions”, so if someone views your pins multiple times in a month – but that is still good – its showing a lotta love to your account right? And the more times someone views your content, the more chance you have of conversions and clicks.
Pinterest explains this change as:
“Analytics will no longer include data for Pins you’ve saved that do not link back to any of your claimed accounts. To see stats as they were, tick ‘Include saved Pins’ in the Analytics filter bar.”
For some people the numbers may show large changes, either up or down. For myself and my clients, there is unlikely to be a significant change – because I use a strategy that focuses on fresh content that belongs to the business connected to the account.
There is nothing wrong with pinning other people’s content, after all, that is part of what Pinterest is based on. BUT what a lot of people don’t realise is that Pinterest favours fresh content. This became even more important when the Pinterest Alogrithim changed in late 2020. Fundamentally I don’t believe that Pinterest did change significantly as it has always been about creating new content – but this is the subject of a future post.
As indicated above, you can click on the analytics to see data for all pins on your account if you wish.
Why The New Pinterest Changes?
According to Pinterest, the changes to the default appearance of your Business Hub Analytics is:
“We’ve made this change so that you can understand which content drives followers, traffic and conversions”
In all forms of marketing, data is “King”. If you analyse your data, and understand your data, you can use that information to inform your decision making. In this context, the information can help you in your pin designs to ensure that you are reaching more of your target audience and converting more traffic.
Key Changes Explained
This information is directly from Pinterest itself – refer to www.help.pinterest.com/en-gb/business/article/review-new-and-updated-reporting-metrics for further information.
| Before the update, stats included: | Today, stats include: |
| Any Pins you saved | Only Pins you’ve saved from your claimed accounts |
| Any Pins you published | No change. This includes Pins you’ve created by uploading content to Pinterest as well as Pins you’ve saved from your claimed accounts. |
| Other Pins connected to your account | No change. This includes Pins saved by others that link back to your claimed account, and Pins created from a catalogue feed. |
Updated Metrics
| Metric | Updated definition |
| Impressions | The number of times your Pins were onscreen |
| Engagements | The total number of engagements with your Pins, including clicks and saves |
| Pin clicks (formerly close-ups) | The total number of clicks on your Pin to content on or off Pinterest |
| Outbound clicks (formerly link clicks) | The total number of clicks to the destination URL associated with your Pin |
For organic pins:
- Close Up – is now called a Pin Click – this means someone clicked onto your Pin image, ‘cause it looked cute and called them to action.
- Link Click – is now called an Outbound Click – this means that some has taken the next step by clicking through to your website.
These are the most important analytics that you want to focus on as part of your monthly analysis. You want visitors to your site and you want people to have their eyeballs on your content. Each month, follow your month on month growth in these areas to help track how successful your Pinterest account is.
Do I Need to Change My Pinterest Marketing Strategy?
Not as a result of the data name changes. If you are following a good strategy, focusing on your own fresh content you should keep going as we all know that a consistent long term strategy is how to be successful on Pinterest. All you need to do is become familiar with the terminology changes if you like to keep track of statistics, and maybe update any spreadsheets you use.
Let me know what you think of these changes and whether or not you like them.
