This is part 3 of the Pinterest Analytics Explained series.
In Part 1 of our series, Pinterest Analytics Explained, we looked at some definitions for various stat parameters that Pinterest includes in their analytics section. These definitions are important to keep in mind as we go through the remainder of the series, so if you need a refresher click the link to Part 1 above.
In Part 2, we looked at the data you find under the “profile” section of your analytics dashboard.
Today we are moving on to the “people you reach” section of Pinterest Analytics.
And I have to be honest here. I hate this section.
I know, hate is a strong word. But I really really really despise the data given to users under the “people you reach” tab.
The data is presented in a confusing way, making it difficult for users to interpret what exactly is going on with their reach, and overall I just don’t think there is a whole lot of value in this particular set of stats.
But, nevertheless, we will persist, and try to make some sense out of the insensible.
The “people you reach” data attempts to show you how large your audience base is (and how much of that audience is engaging with pins from your account).
The problem with this data set that most people don’t realize, is that the numbers you see on any given day are an AVERAGE of all daily values from the past 30 days.
For instance, if you hovered over the graph and for today’s date and you saw the value 590,333 viewers, that is NOT the number of viewers you had today. That is the average number of viewers over the past 30 days, as of today. Tomorrow it will re-average the values for 30 days prior, and so on. It’s a rolling 30 day average.
To make matters MORE confusing, you can select a window of time in your analytics dashboard to view a graph from the past 7 or 14 days (or any date range you choose).
When you do this, the number in the black box to the left will change to reflect the average of those average values.
Let me break it down further. I’m going to use small numbers and a 7 day window to make it easier to understand.
Say for the past 7 days you have these values as your “viewer count”:
12, 14, 17, 19, 16, 14, 13
Each of THESE values is an average from ALL values from the 30 day span prior to each date.
The value you’d get in that black box as “avg. monthly viewers” for this 7 day window then, would actually be the average of the above values (in this case 15). This makes the value an average of an average.
Which makes this data incredibly inaccurate, confusing, and not at all ideal. The only thing I can come up with for WHY Pinterest chose to display the data this way, is to help “even out” the peaks and valleys that you would see if you graphed the raw data, and to create more of a “trend line”. Thus, giving you an idea of the overall pattern of your audience growth.
What you should take away from this:
- Leave the time frame as 30 days, always, in order to get a “truer” value . It’ll still be an average, but the larger set of data points makes it a bit more accurate.
- Use this section as a snapshot of how your audience is doing in terms of growing (or declining). I wouldn’t recommend to read any further into this data set than that. Do you see a growth trend or do you see a decline? That’s all you can really get from this.
If you want to get a more accurate, more comprehensive idea of your audience growth, then you actually can get this data from the “profile” section of the dashboard.
You’ll have to export the data though and manipulate it yourself to show you a monthly sum of the daily raw values. If you’re not exactly tech or spreadsheet (Excel) savvy, then you’ll want someone who is to help you with this. Or you can accept the surface-level data available to you via Pinterest Analytics and call it good.
Either way, you’re better off focusing on the data from the “profile” section. “People You Reach” data has very limited value.
Just keeping it real.
If you’d like to get MORE helpful tips and tutorials for how to effectively use Pinterest to market your blog or biz, check out the Resource Library! ALL of the goodies I ever create for furthering your Pinterest education can be found in the Library.
Marissa is a self-proclaimed Pinterest addict. She lives in a small town just outside Louisville, Ky with her husband, 1-2 kids (depending on the time of year), and their Australian Blue Heeler. Outside of her Pinterest passion, she enjoys all things autumn, getting lost in good books, and exploring the city. She is always looking for new places and spaces to experience!