Pinterest Analytics Guide

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The ultimate guide to selecting the right Pinterest analytics tool for your business

Pinterest Analytics/ 2014Brandwatch Guide

Contents

“In theory, Pinterest is a marketer’s dream come true: 70 million users, mostly young and affluent women, essentially voting for their favorite brands, products and online content. The site, however, offers very limited user analytics. Launched a year ago, Pinterest’s Web Analytics tool shows a limited set of data, and only for FRPSDQLHV�ZLWK�D�YHULͤHG�:HEVLWH�”

Catherine Shu, TechCrunch Writer

Pinterest has grown dramatically in recent years to become the cornerstone of

many brands’ digital marketing strategies.

Planning, implementing and tracking these strategies can pose quite

the challenge.

However, this report is designed to remedy that with the evaluation of

Pinterest’s top tools, giving marketers an insightful overview of the industry

which stretches far beyond Pinterest’s basic web offering.

Why read this?

Why Pinterest?

Why Did We Write This Report?

The Metrics

Comparison Grid

The Tools

Which Tool Is Right for You?

About Brandwatch

Index

Book a demo with us brandwatch.com/demo2

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Pinterest Analytics/2014

http://www.brandwatch.com/demo

Pinterest is big business for marketers.

Nearly every consumer brand and many B2B companies have realized the vast opportunity that Pinterest presents to grow and achieve marketing success.

The average order placed by Pinterest shoppers is $169, far exceeding those from Facebook ($95) and Twitter ($70).

Yet, most businesses get lost in a maze of confusion when trying to optimize their Pinterest account. They often don’t have access to relevant Pinterest data and when they do start seeking a tool, many are faced with precious little resource in aiding WKHP�WR�ͤQG�WKH�ULJKW�WHFKQRORJ\�

Tools that previously existed suddenly seem to have disappeared. Others have reappeared under a different pseudonym while many simply don’t have the analytical capabilities to begin with. Clearly, the space is in a period of flux.

Pinterest’s phenomenal success extends far beyond weddings, quotes or a shirtless David Beckham

Why Pinterest?


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Why Pinterest?

21% of Pinterest users bought an item in a store after pinning, re-pinning, or liking the item on the site. (Harvard Business Review)

69% of online consumers who visit Pinterest have found an item they’ve purchased or wanted to purchase. (Bizrate Insights)

Nearly 85% of consumer purchasing decisions are made by women. The overwhelming majority (80%) of Pinterest users are women. (RJMetrics)

Pinterest users are well off. 28% of Pinterest users make more than $100,000 a year. (Omnicore)

3LQWHUHVW�GULYHV��RI�ZHE�WUDIͤF that sites receive, more than either Reddit or Twitter. (Shareaholic)

The average pin generates 78 cents in sales and drives two visits to company websites. (Piqora)


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The rapid pace of change and the visual web

Why Did We Write This Report?

Recent years have brought changes to technology and to the networks we use to communicate. One such change is the emergence of the visual web; multimedia platforms upon which users share videos and images.

Brandwatch is engineered to be responsive to market changes, and to aid marketers in planning, executing and measuring their activity, whatever that may be.

Our technology gathers data from conversations happening all over the web, including Pinterest and other visual networks like YouTube, Imgur, Instagram and Vimeo, but also from news sites, forums, social media and blogs.

,Q�UHVSRQVH�WR�FXVWRPHU�GHVLUHV��LQ��ZH�GHYHORSHG�RXU�&KDQQHOV�IHDWXUH�IRU�)DFHERRN�DQG�7ZLWWHU��RIIHULQJ�WKH�ͤUVW�NQRZQ�H[DPSOH�RI�XQLͤHG�RZQHG�DQG�HDUQHG�PHGLD�DQDO\VLV��:H̵UH�DOZD\V�VHHNLQJ�ZD\V�WR�SURYLGH�RXU�FXVWRPHUV�ZLWK�DV�PXFK�value as possible, whether that’s adding Channels for the visual web or simply improving our earned multimedia coverage.

In researching the market for Pinterest tools, both from our own marketing team’s perspective and from a product roadmap standpoint, we discovered the Pinterest analytics space is largely uncharted.

+HUH��ZH�WU\�WR�VKHG�OLJKW�XSRQ�LWV�PXUN\�GHSWKV�IRU�WKH�ͤUVW�WLPH�


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FEATURES

Competitor analysis

$ELOLW\�WR�WUDFN�FRPSHWLWRUV�SURͤOHV�DQG�EHQFKPDUN�\RXU�brand’s performance against others

Historic data Data retrieved from Pinterest prior to the date of initial subscription

Scheduling Feature to schedule the publication of pins

:HEVLWH�WUDIͤF The amount of website referrals generated from Pinterest

Pin metrics Native Pinterest engagement metrics such as likes, repins and comments

MetricsAnalyzing Pinterest tools can be like comparing apples and oranges. That is why in our selection process, we eliminated those technologies focused solely on influencers or alerts, and included only those notable tools primarily designed for Pinterest channel management and measurement.

)RU�HDFK�WRRO�ZH̵YH�LVRODWHG�ͤYH�NH\�areas to most simply describe the functionality. The comparison grid can be found on the next page. The detailed index for these metrics and criteria can be found at the back of this report.


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ACCOUNT PIN. WEB ANALYTICS AHALOGY CURALATE CYFE GOPIXEL PIQORA TAILWIND VIRALTAG VIRALWOOT

2ZQHG�3URͤOHV • • • • • • • • •1RQ�$GPLQ�3URͤOHV - - • - - • • • -Multiple Users - • • • - • • • -Pinterest API • - • - - • • - -

Support Basic Advanced Advanced Basic Advanced Advanced Advanced Basic Advanced

Contract Length Ongoing Ongoing Monthly Monthly Monthly Monthly Monthly Monthly Ongoing

Price Per Month Free Pay for performance

$1500+ Free / $19+ Free / $19 / $49

$1500+ Free / $199 / $399

$99 Free

Free Trial • - • • • • • • •

Comparison Grid


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ACCOUNT PIN. WEB ANALYTICS AHALOGY CURALATE CYFE GOPIXEL PIQORA TAILWIND VIRALTAG VIRALWOOT

Customizable Dashboard - - • • - • • - -Data Export • - • • • • • - -Engagement Score - • • - • • • - -Reach • • • - • • • - -Date Range • • • • • • • - -Google Analytics Integration - - • • • • • • -Other Social Networks - • • • - • • - -Historic Data • - • • • • • - -Influential Pinners - - • - • • • - -Keyword Listening - - • - - - • - -Trending Topics - - • - - • • - -Popular Boards - - • • • • • • -Promoting Pins / Advertising - - • - • • - - •Ecommerce - - • - • • • - -Scheduling - • • - • • • • •Optimum Pin Timing - • • - • • • - -Website Pinners - - • - - • • - •:HEVLWH�7UDIͤF • • • - • • • - -Follower Metrics - • • • • • • • •Like Metrics - - • • • • • • -Pin Metrics • - • • • • • • -Repin Metrics • • • - • • • • -Trending Pins - • • - • • • - •Accurate Data • • • • - • • • •

Star Rating 2/5 2/5 4/5 2/5 1/5 4/5 4/5 2/5 1/5

(like, repins, comments)

(from your website)

8

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The Tools


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<RX�GRQ̵W�KDYH�WR�YHQWXUH�IDU�WR�ͤQG�DQ�analytics tool for your business account. Pinterest has its own analytic data available inside the platform, for free.

It provides valuable insights into how the content from your website is performing on Pinterest, and if that FRQWHQW�LV�JHQHUDWLQJ�WUDIͤF�WR� your website.

However, it has very little in the way of features and no customization ability.

In a nutshell• Historic data reaching back to the

beginning of your Pinterest account

• Ability to export your data to Excel

• This tool is easy to navigate. You can compare between spikes in activity and link to the respective pins

Pinterest Web Analytics


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Pinterest Web AnalyticsStrengths Weaknesses Features

• Accurate Data: As the stats come directly from Pinterest you know that they are accurate

• Historic Data Range: Many Pinterest analytics tools only start gathering data from the time you sign up. The native Pinterest tool collects information back to your very ͤUVW�SLQ

• Website Data: Insights from your company’s website, such as who has recently pinned from your website

• Smart Recommendations: Pinterest provides you with articles which outline how you can improve your various engagement scores

• Site Metric Bias: The tool is overly focused on your company’s website activity rather than your 3LQWHUHVW�SURͤOH

• Followers: There is no information on how many followers you have or any way to measure the increase of your community

• Basic: This tool is free but features are limited. A large business would need a much greater range of data to truly understand the impact of their Pinterest footprints

Competitor Analysis -Historic Data

Scheduling Features -:HEVLWH�7UDIͤF

Pin Metrics

Price Free


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0RUH�RI�D�PDUNHWLQJ�RSWLPL]DWLRQ�ͤUP�than a fully-fledged Pinterest analytics tool. Brands can dive into a network of original pins by content creators.

This tool has two separate functions, which are reflected in the cost. It can be used by bloggers as a Content Network for free or brands can pay to use Ahalogy to enhance their campaigns.

This review will focus on the brand VSHFLͤF�IXQFWLRQV��

In a nutshell• Ability to edit images directly in the tool

• Pop-ups that greet visitors and encourage brand engagement

Ahalogy


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Strengths Weaknesses

• Scheduling: An easy to use scheduling feature with built-in time feature

• Support: The ability to flag pins and report issues within the tool

• Client Success Team: Helps brands drive results and optimize their campaigns

• Own Community: Ahalogy is a community in itself, allowing others in the network to view your images

• Poor Analytics Capabilities: In comparison to other tools on the list Ahalogy is missing some key analytic features

• Pricing: There is no set cost. Brands are billed on a cost- per-visitor model

• Historic Data: There is no historic data available.

Competitor Analysis -Historic Data -Scheduling Features

:HEVLWH�7UDIͤF

Pin Metrics

Price $$$

Features

Ahalogy


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This tool is for the serious Pinterest users, mainly big brands or agencies.

Curalate uses image-recognition algorithms for Pinterest, Tumblr and Instagram to track the impressions of your top content. The extra functionality and AM support is reflected in the price.

In a nutshell• All the main Pinterest stats that you

might wish to measure are provided by Curalate

• You can also monitor Instagram in Curalate. This is a great advantage for those heavily involved in fashion

• This tool is one of the best supported as each user gets their own account manager

Curalate


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• Scheduling: Having scheduling abilities alongside analytical features is a rarity for Pinterest tools

• :HEVLWH�7UDIͤF� Curalate uses a variety of different sources to PRQLWRU�ZHEVLWH�WUDIͤF

• Campaigns: The tool allows you WR�PRQLWRU�DQG�FRPSDUH�VSHFLͤF�Pinterest campaigns as well as tracking revenue

• Conversations: You can engage and reply to Pinterest users directly through the tool

• Historic Data: Only available on request with more expensive plans

• Price: Curalate does not reveal their pricing structure as it varies between organizations. However, we do know that compared to other tools this is at the top end of the market

• Trial: Brands aren’t allowed to trial the product before they invest, although you are provided with a demo

Features

Competitor Analysis

Historic Data

Scheduling Features

:HEVLWH�7UDIͤF

Pin Metrics

Price $$$

Curalate


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Of all of the tools mentioned, Cyfe is the most basic Pinterest analytics tool, as it is not much more than a single dashboard.

To use Cyfe as a Pinterest analytics tool, you will need to add the Pinterest widget to the dashboard.

In a nutshell• 7KH�EDVLF�YHUVLRQ�ZLWK�ͤYH�ZLGJHWV�

is free. Once you create the Pinterest widget, Cyfe will aggregate historical data

• Use Cyfe to track your Pinterest boards, pins, likes, followers and to benchmark your competitor’s growth

• Cyfe also allows you to export reports and see exactly how your pin reach has grown over time

Cyfe


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• Basic Analytics: Track and benchmark growth numbers (boards, pins, likes, followers, following) over time

• Historic Data: Cyfe is one of the few tools that aggregates historical data

• Competitor Analysis: Allows you to monitor competitors and benchmark their growth

• Google Analytics Integration: Cyfe XVHUV�FDQ�WUDFN�ZHEVLWH�WUDIͤF�DQG�ecommerce via the Google platform

• Very Basic: Offers only minimal Pinterest analytics data

• Scheduling: No ability to schedule pins or optimize your content

• Campaigns: This tool is not useful for monitoring campaigns or promotions

Features

Competitor Analysis

Historic Data

Scheduling Features -:HEVLWH�7UDIͤF

Pin Metrics

Price free / $$$

Cyfe


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GoPixel (formerly Pinster) helps businesses understand the commercial EHQHͤWV�RI�XVLQJ�3LQWHUHVW��3ODQV�UDQJH�from free / basic / premium to a custom structure for larger customers.

In a nutshell• Upload and schedule multiple pins

through GoPixel to your Pinterest account.

• GoPixel has a full analytics dashboard DQG�VSHFLͤF�FDPSDLJQ�PDQDJHPHQW�features for planning and execution

• The tool recommends actions for you to take based on the data it gathers (e.g. best / worst audience interactions)

GoPixel


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• Optimum Pin Timing: Find the best time to pin and schedule accordingly

• Tracking Campaigns: Analyzes the success of your campaigns based on follower growth, trending content, interactions and increases in revenue

• ROI: Measure conversions and website referrals from Pinterest, which gives you a greater understanding of ROI

• Recommendations: Identify what types of content resonates best with your audience with tailored recommendations

• Accuracy and Quality of Data: At the time of research, GoPixel has been experiencing severe issues submitting pins and updating data. The tool is active but data is inaccurate

• Data Coverage: There’s no historical data available and the amount of data given is decided depending on the plan

• Benchmarking Competitors: You can only analyze 1 Pinterest account regardless of what plan you are on

• Influencers, Fans and Followers: ,QVXIͤFLHQW�IXQFWLRQDOLW\�WR�GLVFRYHU�who is and should be engaging with your brand

Features


:HEVLWH�7UDIͤF

Pin Metrics

Price free / $$$

GoPixel


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Piqora, formerly known as Pinfluencer, offers a marketing analytics suite for Pinterest, Instagram and Tumblr.

It is most suited to retail businesses that need as much information as possible to determine how to improve their ROI from activity on the network

In a nutshell

• Use Piqora to create marketing campaigns, track contests, sweepstakes and promotions via Pinterest

• With Piqora you can begin to measure your social ROI and virality PHWULFV�WR�VHH�VSHFLͤF�SLQV�WKDW�drove revenue to your site

• The audience dashboard helps to identify your most influential and engaged pinners

Piqora


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• Content Management: Manage your content, schedule pins and get actionable insights into trending pins and hashtags

• Revenue & ROI: Offers granular data on e-commerce initiatives and site merchandising to help you calculate your returns from the tool

• Design: Offers an intuitive dashboard, reports and metrics

• Extensive Feature List: Contains most of the features needed for an effective analytics tool. Identify and connect with influential pinners, track competitors as well as measure your reach and brand engagement

• Cost: Pricing information is not transparent and only available after you have had a demo

• Historic Data: Historic data is only available with an additional cost

• Competitor Analysis: Piqora allows you to benchmark against anonymized competitors unlike other tools

Features

Competitor Analysis

Historic Data -Scheduling Features

:HEVLWH�7UDIͤF

Pin Metrics

Price $$$

Piqora


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Tailwind offers a variety of different features which vary depending on which price plan you choose to adopt. It provides analytics data on your Pinterest activity as well as on the content from your site.

Tailwind is a relatively low priced tool with different price points depending on your requirements.

In a nutshell• A customizable dashboard means

you can search for certain key terms and dates which are of interest to you

• 7DLOZLQG�KHOSV�\RX�ͤQG�\RXU�advocates and influencers and connect with them on Pinterest, Twitter, Facebook and their own blog

• A logical and helpful UI means that many of the most valuable insights are presented on the homescreen

Tailwind


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TailwindStrengths Weaknesses

• Clean Structure: Easy to navigate and customize your board for your own analytic needs

• Pin Metrics: Even the free package allows you to track some of the key Pinterest metrics

• Flexible Accounts: Higher subscription customers can chose WR�DGG�PRUH�RZQHG�SURͤOHV�WR�accounts depending on budgets

• Trending Topics: Tailwind lets users investigate which images are being pinned from their website, in order to FDSLWDOL]H�RQ�WKH�WUDIͤF�JHQHUDWHG

• Subscriptions: Some of the best features are only available on the more expensive price plans. For instance, exporting data starts at $99 a month

• Glitches: In our experience, the tool is sometimes inaccurate when collating data or the score counters simply did not load

Features

Competitor Analysis

Historic Data

Scheduling Features

:HEVLWH�7UDIͤF

Pin Metrics

Price free / $$$


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If you’re looking to spread out the pinning of your content for better results, then Viraltag offers the most simple solution. With Viraltag, formerly PinGraphy, you can easily schedule, share and analyze pins in bulk.

In a nutshell• Viraltag is subscription based and

offers a demo for those wishing to test the tool

• There’s no limit to the number of scheduled pins in the premium version. It provides access to analytics of your scheduled content and gives \RX�WKH�DELOLW\�WR�DGG�XS�WR�ͤYH�DFFRXQWV

• With the bookmarklet for browsers you can quickly store, schedule or pin ZKHQ�\RX�ͤQG�VRPHWKLQJ�RQ�WKH�ZHE

Viraltag


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ViraltagStrengths Weaknesses

• Scheduling: Users can choose to schedule pins periodically to multiple accounts

• Image Editing: Optimize your visual content in anyway you want (crop & brighten images, add effects, include text cues, etc.)

• Influencers: Allows you to quickly identify your influential followers and brand advocates

• Support Portal: Provides FAQs and a request form for any questions you may have

• Editing: Does not allow you to edit or reschedule a previously scheduled pin

• Limited Analytic Capabilities: Pin analytics are very limited (repins, likes and comments metrics)

• Exportation: You can not export data from the tool

• Pin Timing: It does not offer insights into optimum pin timing

Features

Competitor Analysis

Historic Data -Scheduling Features

:HEVLWH�7UDIͤF -Pin Metrics

Price $$$


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Viralwoot, formerly PinWoot, is a free Pinterest directory designed to help all Pinterest users grow their following, increase engagement and automate some of their activity.

In a nutshell• 9LUDOZRRW�LV�EDVHG�RQ�D�JDPLͤFDWLRQ�

system. It runs on the premise that you earn ‘seeds’ by following new accounts, liking pins and repinning pins

• Scheduling pins and promoting pins (for repins and likes) will cost you seeds

• If you are more interested in promoting your pins than in accumulating followers, there’s the option to purchase more seeds. Prices range from $59 for 50 seeds up to $99 for 3000 seeds

Viralwoot


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ViralwootStrengths Weaknesses

• Fast Community Growth: You can quickly establish a large following and reach on Pinterest

• Registration Process: Easy to get started and is essentially free

• Price: An affordable way to promote your products on Pinterest, especially for ecommerce businesses

• Scheduling: Multiple pins can be scheduled at the same time

• A Startup: Viralwoot is still in the initial stages of development and QHHGV�VRPH�UHͤQLQJ

• Pin Metrics: Currently it does not provide the basic pin metrics of some other Pinterest tools

• :HEVLWH�7UDIͤF� There’s no option to analyze your website referrals from Pinterest

• Not Always Time Effective: To grow your community will take time and you must return to the tool daily to see the full effect

Features


:HEVLWH�7UDIͤF -Pin Metrics -Price free / $$$


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Owned analysisWant to track your followers over time and understand which pins are performing best?

Analysing the performance of your account is possible using some of the products we’ve showcased in this report, with Tailwind being particularly strong in this area.

EngagementNeed something to seamlessly implement your Pinterest content strategy?

Whether it’s scheduling pins, growing your community or responding to comments, many of the tools featured in this report can help you enhance your Pinterest presence including Ahalogy and Viraltag.

7UDIͤF�GDWD+RZ�DUH�\RXU�3LQWHUHVW�DFWLYLWLHV�GULYLQJ�WUDIͤF�WR� your website?

3LQWHUHVW�LV�JHQHUDWLQJ�PDVVLYH�WUDIͤF�JURZWK�IRU�D�QXPEHU�of brands’ websites, and tools like Piqora and Curalate can help you understand this in a useful amount of detail.

Earned mediaDo you wish to track conversation about your brand across Pinterest, and not just on your own account?

Brandwatch was engineered with this in mind. To go beyond your own channels and to listen to the wider conversation, we’d be happy to show you how.

Many comparison reports like to conclude with a simple ‘best tool available’ headline. Not us. We’re a company that prides itself on transparency and flexibility.

We understand that your requirements can be diverse and unique, so we’ve tried to instead present the information you need DV�FOHDUO\�DV�SRVVLEOH��DOORZLQJ�\RX�WR�GHWHUPLQH�ZKLFK�SODWIRUP�LV�WKH�ULJKW�ͤW�IRU�\RX�

Which Tool Is Right for You?


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Overview Chart

$$$ $$ $ Free


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About BrandwatchBrandwatch is one of the world’s leading social media monitoring and analytics technology platforms. It gathers millions of online conversations every day and provides clients with the tools to analyze them, empowering brands and agencies to make smarter, data-driven business decisions. Our data coverage includes everything from social networks and multimedia sites to news pages, blogs and forums.

We’d love to show you how you can make the most of social data, including the activity happening on the visual web. By requesting a demo, we can provide you with quick, pressure-free and genuinely useful advice on your social listening strategy.

It could be the best decision you ever make

brandwatch.com/demo

Info To read genuine, unedited customer feedback about Brandwatch, visit G2 Crowd to see the latest reviews.

US: +1 212 229 2240 UK: +44 (0) 1273 234 290 Germany: +49 (0) 711 912 44 159

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https://www.g2crowd.com/products/brandwatch/reviews

Index

Data Export The ability to export data from the tool using reports, pdfs, cvs, excel sheets and other formats

Ecommerce The ability to check the amount of money generated by a pin

Engagement Scores & Rates A measure of your audience’s engagement with your pins

Follower Metrics Amount of people that follow your brand on Pinterest

Google Analytics Integration Tool’s integration and synchronisation with Google Analytics

Historic Data Data retrieved from Pinterest before subscribing to the tool

Influential Pinners Pinterest users who have a lot of followers who look to them for suggestions and advice

Keyword Listening Ability to track conversations about a topic across Pinterest using keywords

Like Metrics Amount of people that like / enjoy / support your pins

Multiple Users Allows a number of users with individual logins to access your Pinterest stats

1RQ�$GPLQ�3URͤOHV 3LQWHUHVW�DFFRXQWV�\RX�GR�QRW�RZQ��H�J��FRPSHWLWRU�SURͤOHV�

Other Social Networks Tool's ability to track analytics for social networks other than Pinterest

Optimum Pin Timing Best days and times to engage your audience on Pinterest


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Index

2ZQHG�3URͤOHV Pinterest accounts you own

Pin Metrics (Like, Repins, Comments) 1XPEHU�RI�WLPHV�\RX�KDYH�SLQQHG�SLHFHV�RI�FRQWHQW�WR�\RXU�SURͤOH�DQG�WKH�OLNHV��UHSLQV�DQG�FRPPHQWV�LW�UHFHLYHG

Popular Boards Pinboards with the most followers / comments / likes / repins where pinners collect pins by theme or topic

Price Cost per month to access the tool

Promoting Pins & Advertising Ability to host and track contests and promotions on Pinterest

Repin Metrics Amount of people that repin your pins on their boards

Scheduling Pins Feature to schedule your pins in the future

Support Account managers / support portal / support chat

Trending Pins Pins from your website that receive the most engagement

Trial Period of time to assess the tool's suitability or performance for free.

Website Pinners Pinterest users who pin directly from your website

:HEVLWH�7UDIͤF Amount of website referrals generated from Pinterest


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Pinterest Analytics Guide

Social Media

Transcript of Pinterest Analytics Guide