How to Deep Dive into Your Pinterest Analytics
Summary
TLDRThis tutorial delves into Pinterest analytics, guiding viewers on identifying their audience and utilizing data effectively. It covers audience insights, filters for detailed analysis, and using the trends tool for keyword research. The presenter advises tracking audience engagement, aligning content with top-performing keywords, and planning future posts based on trends to enhance Pinterest marketing strategies.
Takeaways
- ๐ **Understanding Pinterest Analytics**: The video aims to provide a comprehensive guide to using Pinterest analytics tools to understand audience demographics and behaviors.
- ๐ **Timely Updates**: It's crucial to regularly check analytics as audience preferences and behaviors can change, such as the shift from web to iPhone usage observed by the speaker.
- ๐ฅ **Identifying Your Audience**: The audience insights tool is highlighted as a key resource for understanding the age and gender of your Pinterest audience.
- ๐ **Utilizing Filters**: Filters in the analytics overview can help drill down into specific data, such as age groups and content types, to better understand what resonates with your audience.
- ๐ **Monitoring Engagement**: Keeping track of top pins and their engagement metrics can provide insights into what type of content is performing well.
- ๐ **Analyzing Pin Impressions**: It's important to look at where your pins are being saved and how they are perceived by different boards on Pinterest.
- ๐ **Keyword Research**: Identifying main keywords for your pins and researching them in the Pinterest trends tool can help align your content with what users are searching for.
- ๐ **Timing Your Content**: Understanding when to publish content based on trends can help you ride the wave of user interest and engagement.
- ๐ **Documenting Insights**: Encouragement to document findings in a Google sheet for further analysis and to inform content creation strategies.
- ๐ **Diversifying Keywords**: Using related keywords and trends to diversify content and increase discoverability on Pinterest.
Q & A
What is the main goal of the tutorial video discussed in the transcript?
-The main goal of the tutorial video is to show viewers how to find out exactly who is in their Pinterest audience and what to do with that data once they figure out who's there.
What is the selfish goal behind creating this video mentioned by the speaker?
-The selfish goal behind creating this video is to have a resource to send to people when they ask the speaker about their Pinterest analytics being down and not understanding why.
Why does the speaker suggest that changes in Pinterest analytics are often related to the audience rather than the platform?
-The speaker suggests that changes in Pinterest analytics are often related to the audience rather than the platform because, while Pinterest does update and test new features, audience behavior, preferences, and activities on the platform are more likely to directly impact a user's analytics.
What is the first tool the speaker recommends getting familiar with to understand the audience on Pinterest?
-The first tool the speaker recommends getting familiar with is the 'Audience Insights' tool, which can be accessed through the shortcuts menu, the 'Analyze Performance' menu, or from the analytics overview.
What specific audience information does the speaker suggest noting down from the Audience Insights tool?
-The speaker suggests noting down the age and gender of the audience from the Audience Insights tool, as these are the first and foremost details to understand who is in the audience.
How often should one check the Audience Insights tool according to the speaker?
-The speaker suggests checking the Audience Insights tool regularly, noting that they personally check it every so often to see if there are changes, especially significant changes over the last 30 to 60 days.
What is the significance of understanding the devices used by the audience on Pinterest as mentioned in the transcript?
-Understanding the devices used by the audience is significant because it can indicate changes in user behavior and preferences, which might affect how content is consumed and engaged with on the platform.
What does the speaker recommend doing after identifying the audience's age and gender?
-After identifying the audience's age and gender, the speaker recommends filtering the analytics by that demographic to see if there's a match and to identify any 'leaks' or significant changes in audience engagement.
Why is it important to look at the 'save to these boards' section according to the speaker?
-Looking at the 'save to these boards' section is important because it gives insight into how people perceive the pins and can provide new ways to target the audience.
What action does the speaker suggest taking with the information gathered from analyzing top pins and related keywords?
-The speaker suggests using the information gathered to create more Pinterest pins, plan content strategically, and diversify search capabilities to get found more easily on Pinterest.
What is the general rule of thumb for when to start promoting content related to trends on Pinterest according to the speaker?
-The general rule of thumb according to the speaker is to start promoting content related to trends 30 to 90 days in advance, rather than when it's at its peak, to ride the wave of the trend.
Outlines
๐ Deep Dive into Pinterest Analytics
The speaker introduces the topic of Pinterest analytics, emphasizing the importance of understanding who your audience is and what they are doing on the platform. The goal of the tutorial is to help viewers decipher their audience data and apply that knowledge to better connect with their audience. The speaker mentions a personal goal to provide viewers with a resource to understand fluctuations in their Pinterest analytics, such as a drop in traffic. The speaker suggests that changes in analytics are often more related to the audience's behavior than platform updates. The audience insights tool is introduced as a way to discover the age and gender demographics of the audience, and the speaker recommends regularly checking these insights for changes. The speaker also discusses the impact of ads on audience device usage and encourages viewers to take note of their audience's characteristics.
๐ Analyzing Audience Demographics and Engagement
The speaker advises viewers to conduct a deep analysis of their audience, particularly if they notice a significant drop in engagement. The audience insights tool is highlighted again for determining the age and gender of the audience. The speaker suggests using filters in the analytics overview to identify patterns and changes in audience engagement over time. They emphasize the importance of understanding audience behavior both on and off the platform. The speaker provides an example of how a shift in the primary age group can impact engagement and suggests that audience behavior can change due to seasonal factors or other external influences. The speaker encourages viewers to familiarize themselves with the filters available in Pinterest analytics to better understand their audience.
๐ Utilizing Pinterest Trends for Content Strategy
The speaker discusses how to use the Pinterest trends tool to find related topics and keywords that can help increase discoverability. They emphasize the importance of understanding who is engaging with the content and how they perceive it. The speaker suggests noting down audience perceptions and using that information to target the audience more effectively. They also recommend dissecting individual pins to understand what keywords are driving engagement and using that information to conduct further research in the trends tool. The speaker advises using the data gathered to create more pins and plan content strategically, ensuring that the content resonates with the audience and aligns with their search terms.
๐ Timing Your Content for Maximum Impact
The speaker talks about the importance of timing content publication to align with trends and audience behavior. They suggest promoting content 30 to 90 days in advance of a trend's peak to ride the wave of increased interest. The speaker encourages viewers to find alternative search terms if the primary term is not performing well and to create content that can be repositioned to match audience interests. They also mention the value of joining Pin Profit Academy for more in-depth discussions and support on Pinterest marketing strategy. The speaker concludes by offering assistance to viewers who want to take their Pinterest marketing further.
Mindmap
Keywords
๐กPinterest Analytics
๐กAudience Insights
๐กDemographics
๐กEngagement
๐กFilters
๐กOrganic and Ads
๐กPin Impressions
๐กTrends Tool
๐กKeyword Optimization
๐กContent Strategy
๐กPin Profit Academy
Highlights
Deep dive into Pinterest analytics tools and understanding audience.
The importance of knowing your audience on Pinterest for marketing success.
How to access and use the Audience Insights tool on Pinterest.
The significance of tracking age and gender demographics in Pinterest analytics.
Understanding device usage by your audience on Pinterest.
The impact of Pinterest platform updates on your analytics.
How audience behavior can affect your Pinterest analytics.
Using the Analytics Overview screen to understand audience engagement.
The role of filters in analyzing Pinterest analytics data.
Identifying audience patterns and interruptions in Pinterest data.
The correlation between audience drops and platform updates on Pinterest.
How to track and analyze your top Pinterest pins for insights.
The value of noting where your pins are being saved on Pinterest.
Dissecting individual pins to understand audience engagement.
Using the Trends tool to research and align with audience interests on Pinterest.
The importance of matching Pinterest search terms with your content.
Strategies for using analytics data to create and plan Pinterest content.
How to track and utilize Pinterest analytics data for marketing strategy.
The optimal timing for publishing content based on Pinterest trends.
Offering additional support through Pin Profit Academy for Pinterest analytics.
Transcripts
let's do a deeper dive into your
Pinterest analytics today I have talked
about Pinterest analytics in the past
what to look for how to navigate around
your analytics screens but I've never
really done a deeper dive into all of
the tools available to you when it comes
to looking at your Pinterest analytics
and figuring out who's in your audience
now the goal of this tutorial video is
going to show you how to find out
exactly who is in your audience and what
to do with that data once you figure out
who's there now the selfish goal behind
this video is to have something to send
to people when they ask me hey my
analytics are down for Pinterest in the
month of July and I don't understand why
and what's going on is there something
happening on Pinterest typically what's
happening on Pinterest is more related
to your audience than it is to the
platform now the platform does have a
tendency to push updates and as of
August they did have a reported outage
and filming this in August of 2024 so if
you're watching this in the future just
know that that's the time frame I was
talking about but they you know the
platform does make updates they do try
new tools they do beta test new features
and and some of those things could have
an impact on your analytics but
generally speaking especially if it's a
certain time of year you really need to
get to know your audience better and
what exactly they're doing on the
platform but also in their lives so when
we are talking about audience drops or
why your data doesn't look as good this
month as it did last month it really all
comes back to your audience and figuring
out who they are and how to better
connect with them and that's really what
I want to walk you through today we are
doing a deep dive into Pinterest
analytics and I want to show you how to
get there in case you've not done this
before used any of these tools there's a
few different tools we're going to be
taking a look at today uh within the
Pinterest ecosystem so these are all
Pinterest tools on the platform so the
very first thing that I want you to get
familiar with in figuring out exactly
who's in your audience is the audience
insights tool there's a few different
ways to get to it you can add it to your
shorts cut uh shortcuts menu like I did
here but it's also in the analyze
performance menu here and then you can
also access it from the analytics
overview it'll be listed in the
additional insights screen so if we
launch audience
insights you can see and it's only for
the last 30 days so anything beyond the
last 30 days is going to reset and kind
of be overwritten so in the last 30 days
and you want to make sure you're on your
own brand you want to take note of the
age and gender first and foremost of who
is in your audience exactly who's there
and then I want you to kind of write
that information down I would visit this
you know ever so often just to see if if
it's changing a lot I will say
in the last 30 to 60 days my own device
used by my audience has changed
drastically it used to be web was the
highest and now it's iPhone and that's
probably because I'm running a lot of
ads right now so I want you to come in
here and I want you to take note of
exactly who is in your audience and what
is their assigned gender or who have
they um assigned to their gender as on
Pinterest once you have that information
what I want you to do is now pop in to
your analytics overview screen so on
Pinterest this is our main
organic and ads you can see some ad
stuff in here too but you can't see like
ad spend or anything like that um what I
want you to do is just look at your main
organic overview so before we get
started with some with finding our top
pins and really digging even deeper into
those pins I want to familiar I want you
to familiarize yourself with more
filters so in more filters obviously you
have the same date range and content
type over here but you also have a date
range drop down here and you can use
real- time estimates it's going to
default to
that audience filters are going to allow
you to dig even deeper in certain time
frames with with all the other filters
allowed inside of this Hub to see what
age groups your content is resonating
with uh you know what gender they've
assigned themselves to what kind content
type so is it organic or paid and earned
um what websites you want to filter in
by the source your pins all penss or
others um and if you want to include
saved pin data which is these are pins
that you're saving from other people on
the
platform all of these are default right
now so you can come in and really start
filtering down so if you have a time
period in your analytics where your data
just feels like it's taken a dive off of
a
cliff one thing that I would suggest
doing is a deep dive in that time frame
of exactly who's in your audience so
your first step in your research would
be audience insights figuring out
exactly what age and gender your
audience is in the last 30 days then
going in and start to filter down by
that age and gender filter that you
found over here and seeing if that
matches if you notice in the last 30
days that you um had a huge increase in
another age group and your main age
group from 60 days ago has taken a dive
chances are that's kind of where your
leak is right so we're looking for
patterns but we're also looking for
pattern interrupts often times in July I
will get a lot of messages saying oh my
gosh my traffic on Pinterest has just
taken a dive and I don't know what's
happening I actually had a couple paid
aits for this this year and the same
thing was true for both accounts the age
group was the biggest impact so Their
audience is primarily women who were uh
people who identify as women or female
um who were 25 to
49 and in those
demographics those women or those
females were actually looking for other
things on Pinterest or just not on
Pinterest during that
time so you have to keep track of who is
in your audience who's engaging with you
on Pinterest which is why this deep dive
video is going to help you to find those
things I want I want you to help
yourself in doing this research and
finding out who exactly is in the
audience that way if your traffic does
take a dive or if things really start to
go viral you can figure out who they are
and how to better attract them okay
familiarize yourself with the filters
we're going to use the default filters
for now although we are going to toggle
over to to organic cuz I have been
running ads and I think that's unfair to
look at so in the last 30 days the pins
with the most engagements are a board
cover which is quite ironic this guest
post I wrote for someone else and then
this pin about video pins and then the
last one is a a pin about um pin titles
the the fourth example not the last one
there's 10 there total um really what I
I want you to take a look at are the pin
Impressions so I want you to come in
here and click see more stats inside the
C more stats I need you to come down to
the bottom where it says save to these
boards and take note now if you don't
see any boards or saves open up your
date
range it's going to default to the last
30 days so open your date range up you
can see here my saves go up so it's been
saved to these boards in this time frame
these are all the boards what I want you
to do here is just take note of how
people perceive your pins so I've got
one board about video pins and that's
exactly what my pin is about and then I
have boards on Pinterest
ebooks podcast blog and this one is like
other like ideas and inspiration Etsy
and SEO and then small business and then
someone put it on a must raid board so I
can kind of getting insight into
people's brains and exactly how they
perceive my content by doing it this way
write this down because this give you
new ways to Target your audience as well
now once you kind of have an idea of how
people are engaging with your PIN how
they're saving your PIN what boards
they're saving to I want you to start
dissecting that individual pin so let's
look at this one this one is Pinterest
ads a guides a guide to getting started
it's a guest post I wrote over on
Jessica stanbury's
website years ago like three or four
years ago this pen has consistently
brought me engagement and brought
Jessica traffic so and I have never
promoted this pen this is just an
organic pin only so on the pin what you
want to do is figure out what was your
main keyword now the reason I want you
to do that is because this could be
years old and you may not remember what
your main keyword is but I want you to
find out what your main keyword is
because we're going to take that
information and we're going to go over
and do a little bit of research in the
trends tool now the trends tool is going
to be in your menu under analyze
performance
or trends. Pinterest.com if it's
available in your region this is going
to be a great way for you to do some
additional research now make sure you
filter in by the
region and then what I want you to do is
start to search for your topic now
Pinterest ads video pins things like
that are not in this tool they just
aren't so I'm not going to look for them
but I want to I want to give you another
another example so let's just say it's
date night I see this example here this
is a really good
example let's say my pin is about Date
Night
Beauty now what I want you to pay
attention to is not necessarily this
graph not right now but what are the
related topics to the one that you put
in your seed
search these are other ways that people
are looking for this very same thing or
something similar to it and these are
additional ways that you can get
found now this is also something a lot
of people just don't pay attention to
the section right here in the middle
middle called
demographics this is going to tell you
exactly who in this time frame we're
looking at has been the most engaged
with this search term date night beauty
is the most engaged with for 25 to 34 35
to 44 it drops down for these two age
groups and then pops back up for 55 to
64 so you can see these three age groups
really dominate the majority of this
search term and then the the gender is
identified as
female 20% male and then 9% unspecified
are
custom so we can start to see if the
Search terms we used on our Pinterest
pens correlate with what we are finding
in our Pinterest data so if I were to
come back over here and let's just
pretend I am a beauty blogger and my top
pins are about beauty if I look at that
Pinterest pin and I find that that's the
main keyword
used and that is leading to my website
it's driving me traffic it's bringing me
engagement on the platform and then I
find that search term in Pinterest
Trends and that data that I found inside
of the more filters also matches up it
also lines up so if we were to filter
down to 25 to 34 we were to look at
females so in this time frame like what
does that data tell us inside of here so
then if you filter down into that and
you see okay this Let's Pretend This is
that same date night
pin this pin is at the top of all of our
engagements again that is just further
solidification that you are on the right
track that the content you are creating
is resonating with the audience that is
the most searching for that topic on
Pinterest so you're doing the right
thing most people do this by mistake or
accident they don't they don't plan for
this it's not very strategic they just
happen to use a keyword or find a
keyword and use it and just happens to
hit I see it time and time again so this
is what I want you to do I want you to
filter in to your analytics and find out
who really is in your audience who's the
biggest segment so if we were to do this
just very quickly
28,000 um impressions for 18 to 24 now
if I just filter through and I write all
these down 53 is going to 25 to 34 and
it's probably going to start going down
from there so the the biggest two
segments are definitely 18 to 24 and 25
to 34 then 35 to 44 starts to go down
and this is what I want you to do I just
want you to go through each segment and
see exactly who is in your audience who
is
engaging is it primarily younger people
is it primarily older people is it a mix
of everybody is it male female
unspecified or custom who is in your
audience and then I want you to match it
to your top pin down here as well take a
look at your top pins take a look at
what keywords you were using what um
topics are you creating on and then what
additional Search terms do you find in
the trends tool that you can add to your
pins again now what do you do with all
this
information well primarily what I want
you to do is I want you to track it in
some sort of a Google sheet and then
once you track it I want you to start
dissecting it so each Pinterest pin that
is in your top pins
section what audience is getting the
majority of those Impressions Al click
saves and then I want you to go into
Pinterest Trends find that topic if you
can and identify if it matches what you
are finding in your own
analytics and then I want you to take
these related keywords and I want you to
start using those as well so use those
in all the places that you're supposed
to use keywords I have I have have
plenty of videos on this channel that
tell you exactly how to optimize your
content I will try to tag them in the
description or in a on a playlist uh but
go watch those and basically what I want
you to do is I want you to use this data
to make more Pinterest pens I want you
to plan your content uh when you will
publish additional content on this so
this is where this graph comes in more
on that in a second and then the last
thing I want you to do is really take
the related Trends or related keyword
topics
and use that to diversify your search
capability and getting found in search
Okay so let's talk briefly about when to
the when to publisher content bit I just
told you I would talk more about that so
if you are looking at this graph and
you're like boy this really only has a
peak in June and it's September now um
I'm I'm I'm past time like it's too
late it's you are you are right it is
pretty flat for this particular ular
Trend but I want you to look at some
other Search terms are there any other
Search terms that you could alternate
for instead of Date Night Beauty
romantic surprise or romantic home dates
like how else can you position your
content for your audience so if you have
a blog post on how to get ready for date
night then do you have anything in that
blog post that goes over date nights at
home should you dress up or should you
not uh date nights at a hotel or date
nights on vacation what other content
can you either reposition or create in
order to attract the a bigger audience
for that content and maybe alternate the
Search terms so when I find a search
term that's just pure flat like that
last one that we were looking at Date
Night Beauty try to alternate it for
another search term that is high during
that time that we're looking at now the
general rule of thumb is 30 to 90 days
in advance you really want to start
promoting content related to Trends so
instead of promoting it when it's in its
peak you're really promoting it when
it's in a valley ahead of the peak
because you want to ride the wave now
given that information given everything
that I've given you today if you have
any questions about Pinterest analytics
or about your Pinterest analytics if
you'd ever like an audit or additional
strategy based on what you find here I
do want to invite you to come into pin
profit Academy where we talk about this
stuff in depth all the time now that
you've done a deeper dive into the
analytics on Pinterest and all the
different surfaces where you can find
data and validate who's in your audience
and how to use it we talked a little bit
about that as well I want to let you
know that I offer more support I
obviously mentioned that already but I
do offer more support in many different
ways so if there's ever anything I can
help you with all you have to do is
reach out and I'll let you know what the
best path is for you to take your
Pinterest marketing strategy even
further I will see you over here
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