Pinterest shopping analytics for e-commerce brands

Pinterest is a discovery engine

Pinterest users come to find ideas and inspiration. Unlike other social platforms where commerce interrupts entertainment, shopping on Pinterest aligns with user intent. People are actively looking for products to buy. This makes Pinterest analytics different—you’re measuring discovery and consideration, not just conversion.

Understanding Pinterest’s shopping funnel

The path from pin to purchase.

Discovery:

Users find your products through search, home feed, or related pins. They’re browsing, collecting ideas.

Saving:

Interested users save pins to boards. Saves indicate intent to purchase later—Pinterest users plan ahead.

Clicking:

Users click through to your website. They’re moving from inspiration to consideration.

Converting:

Purchase happens on your site. Attribution connects the Pinterest touchpoint to the sale.

Impression and reach metrics

How widely your products are seen.

Impressions:

How many times your pins appeared in feeds, search results, or related pins. Raw visibility metric.

Total audience:

Unique users who saw your pins. Reach indicates how many people you’re touching.

Impression trends:

Are impressions growing or declining? Trends reveal whether your Pinterest presence is expanding or contracting.

Engagement metrics

How users interact with your content.

Saves:

Users saving your pins to their boards. Saves are powerful—they indicate purchase intent and extend your reach to the saver’s followers.

Save rate:

Saves divided by impressions. What percentage of viewers save your content? High save rates indicate strong product appeal.

Closeups:

Users tapping to see the pin in detail. Interest strong enough to look closer but not yet clicking through.

Pin clicks:

Clicks on the pin itself (not outbound). Engagement that keeps users on Pinterest but shows interest.

Traffic metrics

Movement from Pinterest to your site.

Outbound clicks:

Clicks that take users to your website. The critical transition from Pinterest to your domain.

Click-through rate:

Outbound clicks divided by impressions. What percentage of viewers visit your site?

Traffic quality:

How does Pinterest traffic behave on your site? Bounce rate, pages per session, time on site. Quality traffic engages; low-quality traffic bounces.

Conversion metrics

Turning Pinterest traffic into sales.

Pinterest-attributed conversions:

Sales where Pinterest was in the attribution path. Requires proper tracking setup.

Conversion rate:

Conversions divided by outbound clicks. How effectively does Pinterest traffic convert?

Revenue attributed:

Total revenue from Pinterest-attributed conversions. The bottom-line impact.

Attribution considerations

Pinterest attribution has unique characteristics.

Long consideration cycles:

Pinterest users often save now, buy later. Attribution windows need to be long enough to capture delayed conversions.

View-through attribution:

Users might see a pin, not click, but later search for your product and buy. View-through attribution captures this.

Cross-device behavior:

Users often browse Pinterest on mobile but purchase on desktop. Cross-device tracking matters.

Product-level performance

Which products resonate on Pinterest.

Top-performing pins:

Which product pins get the most impressions, saves, and clicks? These are your Pinterest winners.

Product catalog performance:

If using shopping catalog, which products get featured and clicked? Catalog performance reveals Pinterest-specific demand.

Visual appeal correlation:

Do certain visual styles perform better? Pinterest is visual-first. Image quality and style affect performance.

Search performance

Pinterest is a visual search engine.

Search impressions:

How often do your pins appear in search results? Search visibility indicates relevance.

Top search terms:

What searches lead to your pins? Understanding search intent helps optimize content.

Search position:

Where do you rank for key terms? Higher positions mean more visibility and clicks.

Audience insights

Who engages with your Pinterest content.

Audience demographics:

Age, gender, location of your Pinterest audience. Does it match your target customer?

Audience interests:

What other topics interest your audience? Insight for content strategy and cross-category opportunity.

Audience overlap:

How does Pinterest audience compare to your website audience? New customers or existing customers on different platform?

Paid versus organic performance

Separate analysis for each.

Organic performance:

How do unpromoted pins perform? Organic reach is free and sustainable.

Promoted pin performance:

ROAS, CPC, and conversion rates on paid campaigns. Is paid Pinterest investment worthwhile?

Organic lift from paid:

Does paid promotion boost subsequent organic performance? Some pins gain momentum from initial promotion.

Seasonal and trend alignment

Pinterest is planning-oriented.

Seasonal traffic patterns:

Pinterest users plan ahead. Holiday shopping searches start months early. Align content to planning cycles.

Trend participation:

Are you capturing trending searches and topics? Pinterest Trends shows what’s rising.

Evergreen versus seasonal:

Some content performs year-round; some spikes seasonally. Understand your content mix.

Pinterest metrics to track

Focus on these analytics:

Impressions and total audience reach. Save rate by pin and product. Outbound click-through rate. Pinterest-attributed conversions and revenue. Conversion rate from Pinterest traffic. Top-performing pins and products. Search impressions and top search terms. Audience demographics and interests. Organic versus paid performance. Seasonal traffic patterns.

Pinterest shopping success requires understanding the platform’s unique discovery-to-purchase journey. Track metrics that reflect how Pinterest users actually shop—planning, saving, and converting over time.