Pinterest analytics explained: every metric and what to do with it

Updated October 22, 2026 · 8 min read

Where Analytics lives

Analytics is part of every free business account. If you have a personal account, convert it first; the steps are in Pinterest business account. Pinterest also notes that analytics may only be available to account owners above a certain age.

• On the web: click the hamburger icon, then Analytics, then Overview.
• In the app: tap your profile picture, then the chart icon at the top right, then Analytics.

The Overview page shows your overall performance, performance over time, your top boards and your top pins, for the last 30 days by default. Audience insights and Pinterest Trends are separate pages under the same Analytics menu.

The metrics, in Pinterest's words

Pinterest defines each metric in its help center. The quotes below are those definitions, with a plain reading of what each one tells you.

One number is missing from that table on purpose. The monthly views figure on your public profile is not in the Overview metrics and is not a measure of anything you can act on. It counts how often pins connected to your account appeared, including pins other people saved from your claimed site. Treat it as decoration.

Which numbers matter

If you look at only two things each month, make them outbound clicks and saves.

Outbound clicks are visitors. Nothing else in Analytics puts a person on your page. A pin with ten thousand impressions and twelve outbound clicks is a billboard on a road nobody turns off.

Saves are intent and distribution at once. Someone who saves a pin plans to come back to it, and the save puts your pin on another board where more people see it. Saves are the metric that compounds.

Impressions are worth watching for one reason: a pin with rising impressions and flat clicks is being shown for searches it does not answer. That is a title or image problem, not a reach problem.

Pin clicks sit between the two. High pin clicks and low outbound clicks usually mean the closeup disappointed: the description did not say what the page offers, or the image promised something the title did not deliver.

Our engagement rate calculator takes the numbers from your Overview and gives you the rates per pin, so you can compare pins with very different impression counts fairly.

Filters that change what you see

The filter icon at the top right of Overview is where most of the useful views hide. Apply filters, then export as CSV if you want to keep them.

• Date range. Custom ranges over the past year and a half, plus real-time estimates for the last 48 hours. Pinterest warns that real-time numbers are estimates and can go down later, so judge trends on 30-day windows.
• Content type. All, Organic, or Paid and earned. If you run ads, switch to Organic to see what your free pins are doing on their own.
• Pin format. Narrow to standard pins, video or other formats. Video metrics only appear here.
• Claimed accounts. All pins, or only pins from one claimed site.
• Source. Your Pins, or Other Pins. "Other Pins" are pins other people saved from your claimed site, which is a quiet signal of which pages on your site people like enough to save.
• Device. Mobile, desktop or tablet. Most Pinterest use is on phones, which is why text on a pin needs to be large.
• Age and gender. Not available in the mobile app; use a desktop or mobile browser.
• Saved content. A toggle to include pins you saved that do not link to your claimed domains.

Top pins and top boards

Both lists sort by impressions by default. Change the sort to outbound clicks and then to saves, and the lists change completely. The pins at the top of the impressions list are what Pinterest is showing; the pins at the top of the outbound clicks list are what is working.

Use the two lists once a month to answer three questions:

1. Which pages deserve more pins? Anything in the top ten by outbound clicks. Make two or three fresh pins for each, with new images and titles.
2. Which boards are carrying the account? The top boards list shows where engagement happens. Boards near the bottom with no activity for months can be archived.
3. Which pins get shown but ignored? High impressions, low engagement. Run them through our pin checker to find the weak field, usually a title without the search phrase or a description that does not say what the page is.

Audience insights

Audience insights is under Analytics on desktop (and under Audience in the app's analytics). It is built, in Pinterest's words, from "the actions people take on Pinterest, like searches and saves," over the last 30 days. You need a business account, and ads must be available in your region.

Two sections matter:

• Demographics: age, gender, location and device for your audience.
• Affinities: the top categories and interests your audience engages with, compared with Pinterest's total audience. Pinterest says affinity "indicates the strength of your audience's interest in a particular category." A high affinity for Home Decor on a recipe account tells you a board of kitchen organization pins would land.

You can switch between four views: your engaged audience, your total audience, Pinterest's total audience and Pinterest's engaged audience. Comparing two audiences and exporting to CSV are desktop only. The practical use is board planning: the affinities list is a ranked set of topics your existing audience already searches for.

Pinterest Trends

Trends (trends.pinterest.com) is the other half of Analytics. It shows up to two years of search, save and shopping trends by region. The figures are relative, with each graph's peak set to 100, so it compares terms and shows seasonality rather than counting searches.

The sections worth opening monthly are search trends (keywords with weekly, monthly and yearly change; compare up to four on one graph), moments (seasonal events and how interest builds and fades), and trends your audience loves, which shows what is growing among your engaged users over the past 90 days, if your audience is large enough. How to use Pinterest Trends walks through each one. For absolute numbers to sit beside the relative curves, run the same terms through our keyword tool.

Reading a pin that gets impressions but no clicks

This is the most common pattern on a new account, and it has a short list of causes. Check them in order.

1. The title does not contain the search phrase. Pinterest is showing the pin for related searches, and people skip it because it does not say what they typed. Rewrite the title with the phrase at the start.
2. The image does not say what the page is. A pretty photo with no text overlay gets saved as inspiration and never clicked. Add five to eight words that name the page.
3. The pin is on the wrong board. The first board a pin is saved to shapes what Pinterest thinks it is about. Save a fresh version to the most relevant board.
4. The description promises nothing. People who open the closeup read it. Say what they get on the page in the first sentence.
5. The page itself is slow or off-topic. Outbound clicks count the click, but a bounce back to Pinterest tells the ranking system the pin disappointed. Match the first screen of the page to the pin.

If a pin has high saves and low outbound clicks, leave it alone. It is doing a different job: spreading your profile to new boards and new searches.

A monthly review in twenty minutes

1. Set the date range to the last 30 days and the content type to Organic.
2. Write down impressions, saves and outbound clicks. Compare with last month's numbers.
3. Sort top pins by outbound clicks. Note the top ten pages. Plan two fresh pins for each.
4. Sort top pins by impressions. Find three pins with high impressions and low clicks. Fix the title, image or board.
5. Open top boards. Archive any board with no engagement for three months.
6. Open audience insights, affinities. Note one interest you have no board for.
7. Open Trends, search trends, and check your main terms for the coming month's seasonal rise.
8. Export the Overview as CSV so next month has a baseline.

Thirty days is the right window. Pinterest keeps distributing a pin for months, so a pin published this week will still be climbing at the next review.

Where to go next

• How to grow a Pinterest account
• Pinterest SEO: how search works
• Pinterest SEO checklist
• Pinterest marketing: the complete guide