Pin Talk Podcast Summary: S1E17 - "Pinterest Analytics: The Good, Bad, and Ugly (and a Surprise!)"

Hosts: Tony Hill and Carly Campbell
Release Date: May 8, 2025
Podcast: Pin Talk - Pinterest Tips and Updates for Creators

1. Introduction to Pinterest Analytics

In this episode, Tony Hill and Carly Campbell delve deep into the world of Pinterest Analytics, exploring its evolution, benefits, limitations, and practical applications for bloggers and content creators aiming to maximize their Pinterest traffic.

Key Points:

• Carly’s Initial Skepticism: Carly admits that initially, she dismissed Pinterest Analytics in favor of Google Analytics, citing greater accuracy and depth in the latter.
  Carly Campbell [00:28]: “I recommended that we ignore Pinterest analytics and just go straight to Google Analytics and make sure you knew how to use Google Analytics.”

• Shift to Pinterest Analytics: A significant change occurred when Google Analytics began hiding referral URLs, prompting Carly to revisit Pinterest Analytics, which had since improved in accuracy.

2. Transition from Google Analytics to Pinterest Analytics

The hosts discuss the pivotal moment when Pinterest Analytics became indispensable due to changes in Google Analytics, emphasizing the necessity of adapting to platform updates.

Key Points:

• Addressing Discrepancies: Carly shares an experience where Pinterest Analytics provided more accurate session data compared to Google Analytics, highlighting the importance of cross-verifying analytics tools. Carly Campbell [02:00]: “Google Analytics was recording more sessions than Pinterest analytics was... We confirmed that Google Analytics had been tracking page views correctly the whole time, but it was checking sessions incorrectly.”

• Tony’s Validation: Tony emphasizes the reliability of Pinterest Analytics over other platforms like Google, Plausible, or StatCounter. Tony Hill [02:55]: “Pinterest analytics is pretty accurate these days.”

3. The Importance of Granular Data

Both hosts stress the significance of diving into detailed analytics rather than relying on broad trend lines, advocating for a story-driven approach to understanding Pinterest traffic.

Key Points:

• Granular Analysis: Carly advises listeners to move beyond general trends to identify specific factors influencing their Pinterest traffic. Carly Campbell [04:43]: “Granular information is important information and you should distill the information down as far as you can to learn about what's causing that trend line to change the way it does.”

• Storytelling with Data: Tony likens analytics to storytelling, where each metric contributes to understanding the overall traffic narrative. Tony Hill [04:10]: “What is a story that this tool is telling me about my traffic from Pinterest.”

4. Device-Specific Insights: Mobile vs. Desktop

A significant portion of the discussion revolves around analyzing Pinterest traffic based on the device, uncovering discrepancies and optimizing strategies accordingly.

Key Points:

• Practical Example: Carly recounts a personal experience where a desktop-designed pin failed on mobile due to poor readability. Carly Campbell [07:20]: “You couldn't read it at all. It was not only small, it was also pale yellow. It was in a script.”

• Filtering Analytics by Device: The hosts demonstrate how to filter Pinterest Analytics data to distinguish between mobile and desktop traffic, revealing critical insights. Tony Hill [08:46]: “What percentage of my Pinterest outbound clicks comes from mobile versus desktop?”

• Impact of Pinterest Algorithm Changes: They discuss current issues like the missing "Visit Site" button on pins, which varies between desktop and mobile platforms, affecting outbound clicks. Carly Campbell [10:13]: “The visit site button thing is very much fluid right now.”

5. Your Pins vs. Others' Pins

Understanding the difference between pins created by the account holder and those saved by others is crucial for gauging true engagement and traffic sources.

Key Points:

• Defining Pin Ownership: Carly explains the concept of "your pins" versus "others' pins," where the latter can significantly drive traffic but may require different strategies to leverage. Carly Campbell [13:56]: “Is the majority of my traffic coming from pins that I have created or pins that other people have created?”

• Strategic Implications: Tony and Carly discuss how the balance between your own pins and others' can influence traffic trends and content strategies. Tony Hill [17:07]: “Pins send a higher quality signal to Pinterest.”

6. Addressing Pinterest Analytics Limitations

The hosts highlight several limitations of Pinterest Analytics, such as limited historical data access, restricted top pins visibility, and lack of comprehensive URL tracking.

Key Points:

• Exporting Data: Both agree on the importance of exporting Pinterest Analytics data regularly to overcome limitations like the six-month data retention for pin-level insights. Tony Hill [32:46]: “They have an export feature though. I'm going to guess it's underutilized.”

• Introducing PinnerAnalytics.com: Tony introduces a new tool designed to circumvent Pinterest Analytics' restrictions by allowing long-term storage and detailed analysis of exported data. Tony Hill [33:28]: “I've launched a tool called pinneranalytics.com where you can take all of these dusty exported CSV files from Pinterest analytics and you can import it into this tool.”

7. Practical Recommendations and Action Steps

To empower listeners, the hosts provide actionable steps to effectively utilize Pinterest Analytics, encouraging consistent data management and strategic content optimization.

Key Recommendations:

• Regular Data Export: Carly urges listeners to export their Pinterest Analytics monthly to preserve historical data and facilitate deeper analysis. Carly Campbell [43:35]: “I would start exporting those stats every month the way that you told me to a year ago.”

• Utilize PinnerAnalytics.com: Tony emphasizes the ease of using their new tool to store and analyze Pinterest data without the hassle of manual spreadsheet management. Tony Hill [44:54]: “Just click the upload button in Pinner analytics and you're done. And you don't have to deal with it.”

• Deep Dive into Top Pins: Carly suggests opening top pins by impressions and outbound clicks to identify patterns, seasonal trends, and content opportunities. Carly Campbell [47:37]: “Open all of your top 20 pins by impressions. Open all of your top 20 pins by outbound clicks.”

• Focus on Valuable Demographics: Both hosts discuss the importance of identifying and catering to the most profitable audience segments based on age, device, and engagement metrics. Carly Campbell [27:40]: “Identify which demographic is the most valuable to you.”

8. Concluding Insights

Tony and Carly wrap up by reiterating the necessity of detailed analytics for informed decision-making on Pinterest, advocating for proactive data management and strategic content creation to enhance Pinterest performance.

Final Thoughts:

• Continuous Learning: Emphasizing that Pinterest Analytics requires ongoing attention and adaptation to platform changes. Tony Hill [49:39]: “Every pin is going to tell a different story.”

• Community Engagement: They encourage listeners to reach out through their communities for further support and to share insights, fostering a collaborative environment for Pinterest success. Tony Hill [49:39]: “If you have a question, you can reach out to us in one of our communities.”

Notable Quotes:

• Carly Campbell [00:28]: “I recommended that we ignore Pinterest analytics and just go straight to Google Analytics and make sure you knew how to use Google Analytics.”

• Tony Hill [04:10]: “If you're at your computer while you're listening to this, I would go ahead and pull up your analytics while you're listening to us so you can kind of click around and listen as we're talking about different things.”

• Carly Campbell [07:20]: “You couldn't read it at all. It was not only small, it was also pale yellow. It was in a script.”

• Tony Hill [33:00]: “I've launched a tool called pinneranalytics.com where you can take all of these dusty exported CSV files from Pinterest analytics and you can import it into this tool.”

Action Steps for Listeners:

1. Export Pinterest Analytics Monthly: Set a monthly reminder to export your Pinterest Analytics data to preserve historical insights.
2. Utilize PinnerAnalytics.com: Import your exported data into Pinner Analytics for enhanced analysis and longer data retention.
3. Analyze Top Pins: Regularly review your top-performing pins by impressions and outbound clicks to identify trends and opportunities.
4. Segment Traffic by Device: Filter your analytics to differentiate between mobile and desktop traffic, optimizing content for each platform.
5. Focus on Valuable Demographics: Identify and prioritize content that resonates with your most profitable audience segments.
6. Engage with the Community: Reach out to the Pin Talk community for support, sharing insights, and collaborative learning.

By implementing these strategies, bloggers and content creators can harness the full potential of Pinterest Analytics, driving more targeted traffic and enhancing their online business growth.