February 24, 2019

Why You Should Ignore Monthly Views on Pinterest. Focus on THIS instead.

Do you closely watch the number of monthly unique viewers that shows at the top of your Pinterest page, just below your profile title? Do you eagerly read any advice out there explaining how to increase this little figure by thousands or even millions? Relax. Read on and find out why you should stop worrying and focus on some other more relevant KPIs instead.

Why you should ignore monthly views

Do you get excited when the number goes up? Or, perhaps you are wondering why your numbers are so low compared to other pinners?

You know what? Stop worrying! It’s just a vanity stat.

I have around 1 million monthly viewers on Pinterest. Sounds pretty impressive, n’est-ce pas? Unfortunately, 1 million monthly viewers DO NOT convert into 1 million visits to my website, or email subscribers. If it gave me a teeny weeny 0.01% conversion rate of 100 Pinterest coaching sessions sold every month, I would be VERY happy. Is this happening? Nope.

So, what does this number actually mean?

The number of monthly unique viewers is simply the number of times any of the pins you shared appear in a Pinterest feed. Whether people click on it or not. In fact, they may not even see your pin in the stream of pins they scroll through on their screen. It is also important to note that it does not only include views of your own content, but it also includes content you have saved from other sites.

A high number of monthly viewers is, of course, extremely flattering. It looks good and gives you “street cred”. It’s an indication that Pinterest is showing your content in people’s Pinterest feeds. If nothing else, a high number of monthly views is a sign that your content is consistently being shown for certain keywords. So, if this is you, you’re probably doing a great job of key-wording your pins!

However, a high number of monthly views is absolutely meaningless if they are not generating traffic to your website. After all, the purpose of distributing your content on Pinterest is to get more business! If people are seeing your pins but are not clicking on them or sharing them, then you need to modify your Pinterest tactics.

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Instead of fretting over your monthly unique viewers, take a look at your website data in Pinterest Analytics each month. A good KPI to look at is the number of clicks and saves a pin is generating. Let me explain.

What to look for in Pinterest Analytics

Head over to Pinterest Analytics and take a look at some different monthly figures for your website:

How to access Pinterest Analytics

Which are the Top Pin impressions from the last 30 days? How many are generating clicks to your website? How many are being saved/shared by other pinners? This is the kind of data you should be looking at to help you evaluate your ROI on Pinterest.

Image - Top Pin Impressions last 30 days

Export the data and calculate the click-through, save and engagement rates as in example below:

Image - calculate engagement rates
  • Click-through rate = Clickthroughs / Impressions
  • Save rate = Saves / Impressions
  • Engagement rate = (Clickthroughs + Saves) / Impressions 

Identify the highest converting pins. Notice that pins that perform well are not necessarily those that get the highest number of impressions. Another interesting point to note is that for some pins the clickthrough rate is considerably higher than the save rate and vice versa.

Possible explanations:

  • Click-through rate is higher than Save rate: The image catches people's attention, but content may not correspond to their expectations. The pinner decides not to save it. Or, perhaps the pinner was just curious and never really intended to save the pin. You may want to try modifying the message on your pin, so that there is no expectation mismatch.
  • Save rate is higher than Clickthrough rate: People are less tempted to click on this content. Instead, they save it. My guess is that this is inspirational content, where people are looking for ideas and collecting them for future reference, without necessarily clicking through to your website.

The Top Pin Impressions report gives you a good idea which of your pins resonate with your Pinterest audience. You should regularly check this data to check how your pins are doing and adjust your tactics whenever necessary. Identify which of your own pins are most popular. You could share these more often. Consider creating new images for existing blog articles, to give them a fresh look and feel and share them again.

Go to your Profile's (not website) Top Pin Impressions. Do you only see other people's pins here? Take a closer look and try to identify why they are doing so well. Is it possible to apply this to your own pinning strategy? 

Are you using the right keywords, so that your pins turn up in the desired search results?

You can also benchmark this type of data over a much longer period of historical data. Simply select a larger date range and export the data for further analysis:

Image - Selecting a wider date range for impressions

Get down to the detail in Google Analytics

The Top Pin Impressions from the last 30 days provides you with a list of the 50 pins with the highest number of impressions over the last month, i.e. the highest number of "appearances" in Pinterest feeds or search results. However, this does not provide you with the full picture. For that, Google Analytics is a mine of information to help you analyse how Pinterest is driving traffic to your website. There is so much information that it can be a bit overwhelming. You can start by looking at the following reports:

  • Acquisition > Social to look at number of sessions generated by Pinterest. A session is a given time frame during which a user is active on your website (e.g. browse pages, download resources, etc). What percentage is this of the total traffic you get on your website?
  • Acquisition > All Traffic > Referrals gives you more detailed information such as new users and average number of pages viewed during a session. It also shows you which Pinterest feeds are sending you traffic (pinterest.com, pinterest.ca, pinterest.co.uk, pinterest.fr,...) If you are targeting a specific territory, this is interesting to know.
  • Acquisition > Social > Landing Pages > At the top of the table, add "Source" as a Secondary Dimension to the report. You now have a list of your most popular web site pages and the source that sent this traffic to your site. 

Rather than closely observing the number of monthly unique viewers on your Pinterest page, analyse the actual traffic Pinterest is sending to your web site. So, whether your monthly viewer number is high or low, it is important to understand that this is NOT a good measure of your success. Instead you should...

  • Regularly check actual traffic via Analytics on Pinterest and Google.
  • Check Pinterest Analytics to see which pins bring in most traffic.
  • Check the keywords for your pins and update if necessary.
  • Share more of what’s working.
  • Create new images for existing blog articles.
  • Learn from successful pins.

For more Pinterest Marketing tips visit marylumley.com.

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Monthly views on Pinterest are NOT important. Here’s what they mean and why you should stop worrying about the number of monthly viewers on Pinterest. Look at these figures instead! #pinterestmarketing #pinterestforbusiness #pinteresttips #marylumley

Mary Lumley - Conversion Focused Pinterest Marketing
Why You Should Ignore Monthly Views on Pinterest. Focus on THIS instead.

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