Analytics are so hot right now.
That’s why this week Pinterest have introduced an in-built analytics tool for marketers. They have also introduced Business Accounts as part of their recent facelift.
If you have already been analysing your Pinterest account using other tools such as Pinreach, Pinalyzer and Pinfluencer then you’ll be pin…ching yourself when you hear the new analytics tool is free. That’s right, $00.00 (for the time being anyway!).
How is it free?
Free doesn’t necessarily mean it’s good. Let’s face it, it’s pretty basic. It doesn’t allow you to identify your most engaged and influential pinners and then track popularity and reach of boards and pins – but – it’s a huge step forward for Pinterest, and those who haven’t been paying for data can now get it.
Say hello to a new breed of (somewhat) knowledgeable marketers. Let’s hope other social platforms such as Instagram and Twitter follow suit with an offering of free analytics for it’s users (or access to data for small businesses who don’t have buckets of cash to throw at every single one of their social efforts).
How do I get these free, nifty analytics features?
Remember, this initiative is aimed more towards businesses as opposed to Sally Citizen who pins photos of her chocolate labrador (not to mention anyone at TMA).
This tool is better suited at ‘x’ business who has Pinterest and wants to learn some basic insight as to what their pins are producing for them.
So you think you are up for the taking – as per the eDM that went out this week, you have to do the following to hook up the analytics:
1. Update your Pinterest account to the “new look” by logging on, clicking the top, RH side menu and accessing it from there. What do you think of the updated look and feel? We think it’s a bit clunky, but I’m sure we’ll get used to it.
2. Make sure your website is verified by Pinterest. You can check this by going into your settings and seeing if there is a tick next to where you have written your website URL.
3. So you’re website is verified and you’ve got the new look, you might notice “Analytics” in the top, RH side menu. That’s your cue to click on it.
What sort of data am I getting?
Once Pinterest has played around with your account and generated your stats, you will see four tabs at the top which are quite self-explanatory:
- Site Metrics
- Most Recent
- Most Repinned
- Most Clicked
Every marketer will love the fact that all the analytics data can be exported as a CSV file (hopefully we see no glitches using Numbers for Mac).
What’s the catch?
Do you remember when Tumblr ased for money from advertisers without actually providing any analytics tools to measure ad performance? Well despite Pinterest not actually providing any ad hosting yet, this could be them prepping their site for their introduction. Business accounts + analytics tool = marketers frothing at the mouth and wanting to improve their accounts.
Why does my data suck?
We are all data-hungry marketers – but don’t let the data from your new analytics scare you if it is ridiculously low. Look it as a way to improve and increase activity. Also, remember it is just one factor of your social presence and perhaps your other platforms are better suited to your target audience. Twitter might work better for you, but Pinterest is another complimentary marketing tool that adds value to your social suite.
Cheers to data, and a Happy Friday to all.