Pinterest being the relatively new social media platform that it is, analytic tools are few and far-between. As of right now, one of the best (and only) free tools for analyzing your Pinterest page is Pinreach.com. Pinreach does a fantastic job of measuring your reach and influence and breaking it down into a simple score. That being said, it doesn’t have the tools to track how that reach transforms into web traffic or referrals.
Not to fear! Spend a few minutes creating a custom Google Analytics report and you’ll be able to track everything from unique page views to transaction values per customer.
The first step (if you haven’t done it already) is to set up your Google Analytics account. Like most Google apps, it is free to sign up and can be very powerful in the right hands. Once you’ve signed up, all you have to do to start tracking your website’s traffic is to paste a few lines of code into the header of your main page.
Now for the fun part. What we’re going to do is make a custom referral report that will track all traffic from Pinterest. From your Google Analytics dashboard, go to the “Custom Reporting” tab. This view will display all of the custom reports you have created so far. Hit the “New Custom Report” button
Let’s start with some basic information. Change the title of your report (I chose Pinterest Analytics). Each custom report can have multiple tabs of information. Ours is only going to have one for now, which I named “Main.” Choose “Explorer” as your type. This will give you the ability to generate charts from the data gathered which can later be exported.
Next we have to choose our metrics. Metrics are the specific data types that Google gathers, and it has quite a few of them. Pretty much all of the metrics we’ll be using are under the “Visitors” sub-list, so I named this metric group “Visitors.”
Hit the “Add Metric” button, and add the following metrics from the “Visitors” sub-list: Visitors, Avg. Visit Duration, % New Visits, Pages/Visit, and Bounce Rate. These metrics will give you a general idea of just how much referral traffic is coming from Pinterest, and how engaged those visitors are.
Next we have to add some Dimension Drilldowns. Drilldowns are what we’ll use to determine where exactly visitors are coming from, and where on your page they are going to. Hit the “Add Dimension” button and choose Referral Path from the “Traffic Sources” sub-list. This will give you the exact URL visitors are coming from. To get an even more detailed view, add an additional dimension. Select Landing Page from the “Content” sub-list. This will show you what pages your visitors are coming to.
Here is the magic that pulls it all together. Click the “Add a Filter” button and select Source from the “Traffic Sources” sub-list. This will allow you to narrow down what specific website referrals you see. Finally, type “pinterest.com” into the box that appears, and hit “Save.”