Articles and News
STICKING POINT: HOW TO TRACK TRAFFIC COMING FROM PINTEREST June 27, 2012 (0 comments)
Merrick, NY—In the June 21 edition of The Centurion Newsletter, jewelers learned how to get started using Pinterest, the hot new social media site that shot from relative obscurity a year ago to challenging Facebook for the fastest growth rate among social media sites.
Pinterest users tend to be highly engaged with the site, spending on average almost an hour and a half per visit, according to reports. And because it’s a visual medium—users “pin” items of interest to a virtual bulletin board for followers to see—it’s a natural match for both jewelers and brands to harness its marketing power. And it’s free.
Now that you’ve got the point of Pinterest (very punny!) it’s time to get serious about evaluating the site’s effectiveness. If you’re going to allocate time—whether your own or a staffer’s—to the site, you want to know how many visitors you’re getting, what they’re pinning, and, most important, are you growing sales as a result?
Luckily, it’s relatively easy to find out using Google Analytics, so you’re not stumbling about like poor old John Wanamaker wondering which half of your advertising is working and which half is completely wasted.
- How to generate referral reports (how many visits to your own website are coming from Pinterest);
- How to generate custom reports (what visitors do once they get to your website);
- How to create a custom dashboard to see all the information you want in one place; and, finally,
- How to measure traffic that comes because of Pinterest but not necessarily directly from it. (This is important because analytics only measure last click, meaning if someone learns about you on Pinterest but later logs directly onto your site to make a purchase, it won’t show up in the analytics as coming from Pinterest. But for your marketing purposes, you will want to know that’s how they found you.)