Find out what makes your Pins work. Find your audience. Unlock the secrets to Pinterest and Google Analytics with this guest post from Annie Singer.
Making the Most of Your Data by Combining Pinterest + Google Analytics Reports
Most people know about Pinterest Analytics, but few have learned to truly harness the data at their fingertips. By combining Pinterest Analytics with Google Analytics using UTM tracking, you will be able to refine your Pinterest strategy and maximize your traffic.
Accessing Pinterest Analytics
Pinterest Analytics is only available for business accounts, so it’s a good idea to create a business account so you have access to these reports if you haven’t already.
If you are using a personal account to market your food blog, consider converting the account (it literally only takes 2 minutes!)
Once you have a business account, you can access your analytics here:
Understanding Pinterest Analytics
Pinterest Analytics gives you some great data. With it you can see your most popular pins, boards, and which pins get the most clicks through to your website.
To maximize your traffic with this information, start tracking your data on a weekly or monthly basis.
Here are a few metrics that you might want to consider tracking:
- Average monthly viewers
- Average monthly engaged
- Top Pin impressions
- Boards with top Pin impressions
Take a look at your top pins. Can you identify particular elements that they have in common? It may be that your users engage better with vertical pins than horizontal pins, or that they prefer your recipe pins more than nutritional info post.
Pinterest Analytics also gives you insight into the demographics of your audience. Go to the “Audience” report, and you will be able to see:
- The top countries and cities your audience lives in
- The gender breakdown of your audience
- The primary language they speak
“When you can combine the power of Pinterest and Google Analytics and drill down into each specific Pin, you can really begin understanding what tactics are the most effective for growing your blog.”
Using Pinterest Analytics + Google Analytics Together
Using Pinterest Analytics to understand which pins send traffic to your website is a great way to start growing your online presence, but if you combine the power of Pinterest + Google Analytics you will be unstoppable!
Traditionally Pinterest shows up under “Social” in your Google Analytics. You can see how well traffic from Pinterest engages and interacts with your website. However, if you start using UTM tracking links you can begin to understand how each individual Pin interacts and converts.
Take a look:
Using UTM tracking allows you to have more specific data. For example, a Pin might send a lot of traffic to your site, but if the bounce rate is 100%, it is obviously low-quality and low-value traffic.
How to Create UTM Links for Pinterest
It is quick and simple to create UTM links. Here’s how:
- Copy the link for the page that contains the image you want to pin
- Visit https://support.google.com/analytics/answer/1033867
- Fill out the form
- The Source will be “Pinterest”
- The Medium will be “Pin” or “Group Pin”
- The Campaign will be a unique identifier – like the name of the specific post and the date you are posting (this is how I do it, you can name it anything you want as long as you can distinguish between posts)
- Don’t worry about the rest
- Hit “Generate URL”
- Then create a new Pin from this URL
Pinterest Analytics is great, but when you can combine the power of Pinterest and Google Analytics and drill down into each specific Pin, you can really begin understanding what tactics are the most effective for growing your blog.
Annie Singer is a blogger and professional growth marketer based out of the Boise, Idaho area. She graduated recently with her Bachelor of Science in Psychology, and soon will be starting her Master of Science in Marketing Research. She is passionate about learning from data and growing businesses online.
Are you ready to use Pinterest and Google Analytics together? What have you learned about your audience as a result? Let me know your stories in the comments below!
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