YouTube and Pinterest Analytics: How To Use Them and What to Track


YouTube and Pinterest may not be for everyone, but they can be great platforms for marketing your business. We all know YouTube is where people go to watch funny videos, music videos, news clips, tutorials, and more. Pinterest operates like a virtual pin board where you can save ideas for decor, travel, DIY, recipes, health, and so much more. Both of these are massive platforms that have seen a lot of growth that you can tap into. If you are utilizing these platforms for your business, here are some tips on YouTube and Pinterest analytics.

YouTube and Pinterest Analytics

These platforms may not work for your particular business, but you might want to explore setting up a Pinterest account or filming some YouTube videos. If you own a gym, any food-related business, a travel agency, or any kind of arts and crafts business, you should definitely consider being on either YouTube or Pinterest. If you write blog posts for your business, it might be worth sharing them on Pinterest to drive more traffic. Now, let’s get into the fun part of analytics!

YouTube Analytics

We’re all guilty of going down the YouTube rabbit hole and watching videos. It’s a fantastic platform for content creation and marketing your business. Depending on what your business is, you might want to consider doing some informative or how-to videos to educate and entertain. If you reach certain thresholds, you can even monetize your content. 

In case you didn’t know, Google owns YouTube. There are ways to integrate your Google and YouTube Analytics, but you will get a lot more information from the analytics in YouTube Studio.

Here you will see an overview of key metrics for your channel like watch time, views, and subscribers. You’ll also see top videos, the latest videos, and typical channel performance. You will also find Reach, Engagement, and Audience.

Reach: In this tab, you’ll see how many people saw your videos across YouTube and how many of those people clicked through to watch. You will also find reports for where viewers found your videos, any websites that have linked to your video, impressions, how many people watched a video, and any search terms that led to your video. 

Engagement: The engagement tab shows you what videos people are watching and how long they are watching. The longer your audience watches, the more engaged they are.

Audience: This tab shows you who is watching your videos. You can see a breakdown of your audience demographics by country, gender, and age. You can also track unique viewers and subscriber growth. 

If you are eligible for monetization, you can join the YouTube Partner Program and you will also be able to track any earnings. 

All of this data is really helpful to know what is and isn’t working on YouTube. Video titles and thumbnails are super important for getting people to click through. You also have to have educational/entertaining videos that people will want to sit and watch. Ideally, you are creating engaging, relevant content so that people will subscribe to your YouTube channel.  Because YouTube also operates like a search engine, you’ll want to make sure you’re optimizing titles, descriptions, keywords, and tags. The more people are clicking and watching your videos, the more YouTube will show your videos to other people. Also, utilize the video description to link to your website or give information about how people can contact your business. 

YouTube is definitely not for everyone, but depending on your business it can be another great platform to market. If you are on YouTube, make sure you are posting videos frequently and preferably on a schedule (like a new video every Tuesday, for example). The supposed “sweet spot” for YouTube video length is about five minutes, but use your analytics to figure out what your audience likes best.

Pinterest Analytics

While Pinterest is a social media site, it operates way more like a search engine. Here is where you can find inspiration and save it to virtual pinboards. It’s great for DIY, lifestyle, cooking, and travel content. If you write blog posts for your business, you should definitely consider starting a Pinterest account to share those posts. If you sell physical products you can actually market them through Pinterest as well. 

In order to access Pinterest analytics, you’ll need to set up a business account and confirm your website. 

Pinterest gives a lot of vanity metrics, like monthly viewers. While this might give you an overall idea of how many people are seeing your pins, it really doesn’t mean anything. The most important metric to look at is clicks. How many people are clicking through your pins to your blog post, website, or to view a product? Impressions, close-ups, and repins are important, but none of that really matters if people aren’t clicking through to learn more about your business. 

You should also pay attention to top pins and top boards. This will give you a better idea of the kind of content people like from you and what you should focus more on. 

Like other social media sites, Pinterest also gives audience demographic information. One great thing that you can also look at under Audience Insights is categories and interests. This will show you the topics and search terms that people your audience is most interested in. 

Use all of this information to better design your pins. The colors, fonts, and graphic choices are crucial to getting people to look at your pins, repin them, and hopefully click through to learn more. See what people are looking at the most and try to have consistency in your designs. 

One metric you should not concern yourself with is followers. Pinterest is not like Facebook or Instagram where only followers see your posts in their feed. You can get really high engagement on Pinterest with a low follower count. 

Those are just some tips for YouTube and Pinterest analytics. It’s important to make sure you are looking at and tracking your numbers to make sure you are creating the right kind of content.

This month is all about analytics! Check out the first post in the series here and learn about Facebook Insights here. If you’re curious if YouTube or Pinterest is right for your business, contact us to discuss your marketing strategy!

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