How to Deep Dive into Your Pinterest Analytics

Summary

This 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

• 📊 **Understanding Pinterest Analytics**: The video aims to provide a comprehensive guide to using Pinterest analytics tools to understand audience demographics and behaviors.
• 🗓 **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.
• 👥 **Identifying Your Audience**: The audience insights tool is highlighted as a key resource for understanding the age and gender of your Pinterest audience.
• 🔍 **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.
• 📈 **Monitoring Engagement**: Keeping track of top pins and their engagement metrics can provide insights into what type of content is performing well.
• 📝 **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.
• 🔑 **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.
• 📅 **Timing Your Content**: Understanding when to publish content based on trends can help you ride the wave of user interest and engagement.
• 📝 **Documenting Insights**: Encouragement to document findings in a Google sheet for further analysis and to inform content creation strategies.
• 🔄 **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

00:00

📊 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.

05:01

🔍 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.

10:01

📈 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.

15:04

📅 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.

Keywords

💡Pinterest Analytics

Pinterest Analytics refers to the tools and data available to Pinterest users to understand how their content is performing on the platform. In the video, it is the central theme as the speaker discusses how to navigate these analytics to understand audience demographics and engagement.

💡Audience Insights

Audience Insights is a tool within Pinterest that provides data on the age and gender of the audience interacting with a user's content. The video emphasizes the importance of using this tool to understand who is in the audience and to tailor content accordingly.

💡Demographics

Demographic data includes information about the audience such as age, gender, and location. The video script uses this term to highlight the necessity of understanding the specific segments of the audience to improve content strategy on Pinterest.

💡Engagement

Engagement in the context of Pinterest refers to how users interact with content, such as clicks, saves, and comments. The video discusses tracking engagement to understand what type of content resonates with the audience.

💡Filters

Filters in Pinterest Analytics allow users to refine the data they see based on certain criteria such as date range, content type, and audience characteristics. The script mentions using filters to drill down into specific audience segments and content types.

💡Organic and Ads

Organic refers to user-generated content that appears naturally on Pinterest, while Ads are paid promotions. The video script differentiates between these two to discuss how each can be analyzed separately within Pinterest Analytics.

💡Pin Impressions

Pin Impressions count how many times a Pin is displayed on Pinterest. The video uses this metric to discuss the visibility of Pins and how it can be analyzed to understand audience behavior.

💡Trends Tool

The Trends Tool on Pinterest helps users identify popular search terms and topics within the platform. The video script suggests using this tool to find related keywords and to diversify content strategies.

💡Keyword Optimization

Keyword Optimization involves using relevant and popular search terms to improve the visibility of Pins. The video script discusses finding main keywords for Pins and using them strategically to increase engagement.

💡Content Strategy

Content Strategy in the video refers to the planning and creation of Pins that align with audience interests and search trends. It is discussed as a way to attract and engage the target audience on Pinterest more effectively.

💡Pin Profit Academy

Pin Profit Academy is mentioned as a resource for further learning and support in Pinterest marketing. It is positioned as a place where in-depth discussions about Pinterest analytics and strategies take place.

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