Free Pinterest Analytics Guide

Guide/PinterestAnalytics/2014
The ultimate guide to selecting the right
Pinterest analytics tool for your business
Pinterest Analytics/ 2014
Brandwatch 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
companies with a verified Website.”
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
Pinterest Analytics/2014
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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
them to find the right technology.
Tools that previously existed suddenly seemed 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?

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)
Pinterest drives 7.10% of web traffic
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)

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.
In response to customer desires, in 2013 we developed our Channels feature for Facebook and Twitter, offering the first known
example of unified owned and earned media analysis. We’re always seeking ways to provide our customers with as much
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.
Here, we try to shed light upon its murky depths for the first time.
The rapid pace of change and the visual web
Why Did We Write This Report?

Report/LoremIpsum/2013
FEATURES
Competitor
analysis
Ability to track competitors profiles and benchmark your
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
Website traffic
Metrics that show traffic data relating to your website
and different pins
Pin metrics
Native Pinterest engagement metrics such as likes, repins
and comments
Metrics
Analyzing 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.
For each tool we’ve isolated five key
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.

ACCOUNT
PIN. WEB
ANALYTICS
AHALOGY CURALATE CYFE GOPIXEL PIQORA TAILWIND VIRALTAG VIRALWOOT
Owned Profiles • • • • • • • • •
Non Admin Profiles • • • •
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

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 • • • •
Website Traffic • • • • • •
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

The Tools

You don’t have to venture far to find an
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
content is generating traffic to
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

Pinterest Web Analytics
Strengths 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
first pin
• 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
Pinterest profile
• 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
Website Traffic •
Pin Metrics •
Price Free

More of a marketing optimization firm
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
specific functions.
In a nutshell
• A license to content sourced from
over a thousand content creators that
receive 10% of all Pinterest traffic
• Ability to edit images directly in the tool
• Pop-ups that greet visitors and
encourage brand engagement
Ahalogy

Strengths Weaknesses
• Scheduling: An easy to use
scheduling feature with built-in
time feature
• Support: When you see an issue
with a specific page you can create
a quick note to the support staff
from where the issue is occurring
• 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 set
program for historic data
Competitor Analysis
Historic Data
Scheduling Features •
Website Traffic •
Pin Metrics •
Price $$$
Features
Ahalogy

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

• Scheduling: Having scheduling
abilities alongside analytical features
is a rarity for Pinterest tools
• Website Traffic: Curalate uses
a variety of different sources to
monitor website traffic
• Campaigns: The tool allows you
to monitor and compare specific
Pinterest campaigns as well as
tracking revenue
• Conversations: You can engage
and reply to Pinterest users directly
through the tool
• Historic Data: The amount of data
given is decided depending on the
client and is therefore not a fixed
feature in this tool
• Price: Curalate does not reveal
their pricing structure as it varies
between organizations. However,
we do know that compared to other
tools that 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 •
Website Traffic •
Pin Metrics •
Price $$$
Curalate

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
• The basic version with five widgets
is free. Once you create the Pinterest
widget, Cyfe will aggregate
historical data
• Businesses can use Cyfe to track
Pinterest boards, pin activity, likes,
followers, following and benchmark
their competitor’s growth
• Cyfe also allows you to export
reports and see exactly how your pin
reach has grown over time
Cyfe

• 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
users can track website traffic and
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 app is not
useful for monitoring campaigns
or promotions
Features
Historic Data •
Scheduling Features
Website Traffic •
Pin Metrics •
Price free / $$$
Cyfe

Just when the space couldn’t get
any more crowded, another startup
has thrown its hat into the Pinterest
analytics ring.
GoPixel (formerly Pinster) helps
businesses understand the commercial
benefits of using Pinterest. Plans range
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
and specific campaign management
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

• 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
• Historic Data: 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:
Insufficient functionality to discover
who is and should be engaging with
your brand
Features
Competitor Analysis
Historic Data
Website Traffic •
Pin Metrics •
Price free / $$$
GoPixel

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
metrics to see specific pins that
drove revenue to your site
• The audience dashboard helps to
identify your most influential and
engaged pinners
Piqora

• 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
• Multi-Platform: 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 only
available on request after you have
had a demo
• Historic Pin Data: Historic pin
data is only available with an
additional cost
• Competitor Analysis: Piqora
allows you to benchmark against
anonymized competitors unlike
other tools
Features
Historic Data
Website Traffic •
Pin Metrics •
Price $$$
Piqora

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
• Tailwind helps you find your
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

Tailwind
• Clean Structure: Easy to navigate
and change your board for your own
analytic needs
• Pin Metrics: Even the free package
allows you to track some of the key
Pinterest metrics
• Account Numbers: Higher
subscription customers can chose
to add more owned profiles to
accounts depending on budgets
• Trending Topics: The tool allows for
the investigation into which images
are being pinned from your website,
in order to capitalize on the
traffic generated
• Subscriptions: Some of the best
features are only available on the
more expensive price plans. For
instance, the exportation of 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
Historic Data •
Website Traffic •
Pin Metrics •
Price free / $$$

If you’re looking to spread out the
pinning of your content for better
results, than 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
• The premium version does not
limit the number of pins that can
be scheduled. It provides access to
analytics of your scheduled content
and gives you the ability to add up to
five accounts
• With the bookmarklet for browsers
you can quickly store, schedule or pin
when you find something on the web
Viraltag

Viraltag
• Scheduling: Users can choose
to schedule pins periodically to
multiple accounts
• Image Editing: Optimize your visual
content in any way 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
Historic Data
Website Traffic
Pin Metrics •
Price $$$

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
• Viralwoot is based on a gamification
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

Viralwoot
• 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
needs some refining
• Pin Metrics: Currently it does not
provide the basic pin metrics of
some other Pinterest tools
• Website Traffic: There’s no option
to analyze your website referrals
from Pinterest
• Not Always Time Effective: To grow
your community will take up time
and you must return to the tool daily
to see the full effect
Features
Competitor Analysis
Historic Data
Website Traffic
Pin Metrics
Price free / $$$

Owned analysis
Want 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.
Engagement
Need 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.
Traffic data
How is activity happening on Pinterest driving traffic to
your website?
Pinterest is generating massive traffic growth for a number
of brands’ websites, and tools like Piqora and Curalate can
help you understand this in a useful amount of detail.
Earned media
Do 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
as clearly as possible, allowing you to determine which platform is the right fit for you.
Which Tool Is Right for You?

Overview Chart
$$$ $$ $ Free

About Brandwatch
Brandwatch 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
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30

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
The people who you share your dashboard with and have their own login information
so that they can check on the brand's Pinterest progress any time
Non Admin Profiles Pinterest accounts you do not own (e.g. competitor profiles)
Other Social Networks Tool's ability to track analytics for social networks other than Pinterest
Influential Pinners Pinterest users who have a lot of followers who look to them for suggestions and advice

Index
Optimum Pin Timing Best days and times to engage your audience on Pinterest
Owned Profiles Pinterest accounts you own
Pin Metrics (Like, Repins, Comments) Number of times you have pinned pieces of content to your profile and the likes, repins and comments it received
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
Website Traffic Amount of website referrals generated from Pinterest

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