For businesses willing to engage customers through pictures, viral campaigns, and link exposure, Pinterest offers access to millions of frequent users who are constantly looking for images that peak their interest so they can “repin” those images and share them with followers.
Currently, Pinterest has more than 30 billion pins on its website, half of which have been added since the beginning of 2014, according to the company. Pinterest already directs three times more Internet traffic than Twitter, according to the social media data collection service Sharaholic, and has seen the number of overall visits increase by 66 percent from year-to-year, more than any other social network.
Considering these numbers, it’s little wonder why many businesses have started adding Pinterest to their social media marketing strategies. However, as anyone who’s used Pinterest Analytics know, the site’s tracking software wasn’t the most visually appealing or easy to use tool available for businesses looking to track the metrics needed to judge the success of their Pinterest account.
However, on Tuesday Pinterest released a revamped version of the site’s analytics dashboard that finally offers businesses easy access to the data they need.
A Little More Pinteresting
Free for all business accounts, the new dashboard interface allows user to delve deeper into how well their pins are performing. While the old dashboard already offered information like repins, clicks, and impressions, finding the data was challenging for many users. With the improved layout, the dashboard offers a more intuitive feel that makes finding the data users want a lot easier. (Users of Facebook insights will feel right at home.)
New profile metrics show users which of their pins and boards appeal to the widest number of people, while improved audience data allows businesses to learn more about who’s interacting with the pins from their site, and which ones users enjoy the most. Most importantly, improved metrics for business pages allow companies to gauge how pins from their site are doing with repins, clickthroughs, and other helpful data points. For example, businesses can now see what their audience likes, including what other businesses they follow. Plus, Pinterest will now provide advice to businesses about how to improve impressions, repins, and clicks for use as future pins.
If your business doesn’t already have a Pinterest account, click here to get stared. Otherwise, start collecting that data to find new ways to engage your target audience.