Part 5 in our 2018 Pinterest Influencer Marketing Playbook series.
Paid, Earned and Owned Media on Pinterest
Using Pinterest Tags to Measure Success
Measuring success on Pinterest is unique because behavior on Pinterest is unique. The Pinterest tag makes it possible to track the actions in tracking ’ paths-to-purchase.take on your website after seeing your Promoted . These tags allow you to track conversions beyond the click – something that is increasingly useful to
Track action on your website: With the Pinterest tag, you can track page visits, category views, searches, when items are added to a cart, checkouts, signups, video views, lead generation activity, or add an event for the purpose of targeting. With specific targeting parameters in place, you will be able to further with your Pinterest .
Track action across devices:Using the Pinterest tag, you’ll also be able to trace activity across devices, which will show you where engage with your and where they convert. Nearly 80% of Pinterest usage is on mobile today, but typically take that final action on a desktop, so tracking across multiple devices is an important part of understanding your performance.
Measuring CPA for Pinterest Campaigns
Once you have implemented the tag, it’s important to understand that attribution on Pinterest is fundamentally different from other . When measuring success on Pinterest as it relates to your overall , it’s important to think about a longer attribution window. While Pins may not immediately drive conversions, they are influencing as they think about what they want to do. Since Pinterest is about planning for the future and are planning their lives – especially for longer consideration cycle industries (i.e., weddings, furniture) – longer windows = more conversions.
Increase attribution window: In order to capture the future orientation of on Pinterest, marketers should think about a longer attribution window. Pinterest recommends a minimum of 30 days for clicks and engagements and 1-60 days for views.
Remember your CPA will improve over time: Start with a flexible CPA target at the beginning of a campaign, knowing that efficiencies will be gained over time. Since Pinterest is a planning and saved generates earned conversions, conversions will increase while CPC will decrease. Also, due to the evergreen nature of Pins, they will receive saves and conversions from earned even after a campaign has ended. To start, pull historical reporting – making sure you pull aggregated rolling reports as far back as the attribution window allows. This will ensure that you’re capturing all the conversions that your Promoted Pins are driving.
Pinterest Analytics Dashboard
With Pinterest Analytics, you can learn more about your and how Pinterest works for you. can use this feature to refine their Pinterest strategies and get more impressions, clicks and saves. Pinterest analytics is organized into three sections: your Pinterest profile, your and website analytics.
Pinterest Profile Dashboard
Pinterest profile analytics gives you a look at how the Pins from your profile are doing. This includes all Pins you Pinned to your profile, and things you Pinned from your website or saved from others. You can switch between views to see Pins with the most impressions, saves or clicks.
Pinterest Website Analytics
Similar to the profile analytics dashboard, the website analytics dashboard shows you how from your website is doing on Pinterest. Website analytics shows data for all Pins that link back to your website, not just the Pins you’ve added to your own profile. Like profile analytics, you can sort website analytics by impressions, saves (formally repins), clicks and all-time.
The Pinterest website analytics dashboard has two additional sections: original Pins and It Button. The Original Pins section shows you how many unique Pins are created from your website on a daily basis. You can also see the most recent unique Pins that have been created. This helps you understand how much unique is being added to Pinterest from your site, as well as the latest trends Pinning from your site.
Download our latest 2018 Pinterest Influencer Marketing Playbook to learn how to work with on Pinterest to , amplify and measure the performance of influencer-generated on Pinterest.