March 14, 2013

The image-sharing network Pinterest released a new analytics tool this week that serves up lots of data about how its users engage with your website’s content.

Here are some of the questions you can now answer pretty easily.

How many people are pinning my content? You can see that, as well as repins, impressions (views) and clicks. For each metric, you can see the number of times the action was taken as well as the number of unique users who performed the action. You would see, for instance, that 100 users pinned 1,000 of your images. The metrics are charted over time, so you can see what’s rising and falling or what days have peak activity.

What content from my site are people pinning right now? The “most recent” tab shows all the pins coming from your website in real-time. It’s not very useful as strategic data, but it is interesting and a nice ego boost.

What content from my site is most popular on Pinterest? The “most repinned” tab shows which pins within a certain date range have reverberated on the social network the most. Likewise, the “most clicked” tab shows pins that the most users have clicked through to visit your site. These could give you useful insight into what type of content users would most like you to put on your own Pinterest boards, and help you build a traffic-generating strategy that works.

All of the analytics data can be exported in a spreadsheet-compatible format, to analyze it further and integrate it with other analytics you might track that way.

Here’s a video walkthrough of the analytics dashboard created by Pinterest.

Earlier: 5 ways journalists are using Pinterest.

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Jeff Sonderman ( is the Digital Media Fellow at The Poynter Institute. He focuses on innovations and strategies for mobile platforms and social media in…
Jeff Sonderman

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