转化分析

转化分析目前仅在台式机和手机网页中提供,适用于参与经过验证的商家计划的用户,以及已经集成 Pinterest 应用程序的 Shopify 商家。

转化分析是一个报告页面,可用于衡量你的 Pin 图或广告对网站流量和在线结账的影响。

你可以在报告中找到广告特定指标,例如,广告回报率 (ROAS) 或每行动成本 (CPA)。

开始使用

  1. 登录 Pinterest 企业帐户或访问分析工具页面
  2. 点击左上角的分析工具
  3. 点击转化分析

页面的左侧将显示“归因窗口”和“日期”。

归因窗口

归因窗口是指用户购买你所在网站上的产品前,自查看、点击你的 Pin 图或与之互动之日起计算的特定天数。

若客户不会冲动购买某些企业销售的产品(比如,家具)并且需要花费较长时间作出购买决定,则对于此类企业来说,转化归因窗口设置为较长的时间段再理想不过。

请注意:

  • 默认情况下,你的归因窗口设置与广告管理工具中的转化设置报告首选项设置相同。
  • 如果你在广告管理工具中拥有多个广告帐户,则系统会默认使用你当前登录的广告帐户。
  • 如果你尚未在广告管理工具中选择归因窗口,系统将显示 1 天的查看数据、30 天的互动数据和 30 天的点击数据,也就是说,你会看到用户在查看你的 Pin 图后 1 天、与你的 Pin 图互动或点击 Pin 图后 30 天内的行动。

你随时可以点击下拉菜单,更改归因窗口设置,以显示 1 天、7 天和 30 天的查看和点击归因数据。如果广告管理工具中的转化设置报告首选项包括 60 天窗口,系统将默认选择下一个最近的窗口。

例如,如果你想查看用户在过去 30 天内查看、点击你的 Pin 图或与之互动后的购买数据,则可以选择 30 天的查看、互动和点击归因窗口。这样便可以查看用户是否在查看、点击你的 Pin 图或与之互动后采取行动。

如果你点击“设置为此广告主帐户的默认值”,则该首选项设置会保存到当前所登录广告主帐户的分析工具及广告管理工具中的转化分析。

日期

你可以自定义日期范围,以查看所选时间段的指标和图表。最早的可用日期为 2020 年 2 月 7 日,这取决于你何时获准加入经过验证的商家计划以及你的标签何时安装和正常运行。如果你是 Shopify 商家,则取决于你何时集成 Pinterest 应用程序。

指标

转化分析提供了以下指标:

  • Pin 图和广告所影响的总收入
  • Pin 图和广告产生的结账事件总数
  • Pin 图和广告产生的结账事件平均订单价值
  • Pin 图和广告互动产生的购买者总数
  • 首次查看、点击你 Pinterest 上的内容或与之互动的用户所产生的总网站访问次数
  • Pin 图和广告的总浏览次数
  • Pin 图和广告的总参与度
  • Pin 图和广告的总链接点击次数

如果你想查看总浏览次数、参与度和受众指标,请访问分析工具概览。

如果你想查看广告特定指标,例如,广告回报率 (ROAS) 或每行动成本 (CPA),请访问报告

Split your data by paid and organic content

Click the directional chevron down icon next to the drop-down menu below Split by paid and organic. Select Revenue, Checkouts, Add to cart, Average order value or Page visits to view how many conversions are being driven by paid unassisted content, paid assisted content and organic content.

For example, if paid assisted content is the largest category, this means both your ads and organic Pins are working together to drive conversions. 

View your performance over time

Click the directional chevron down icon next to the drop-down menu below Performance over time to view metrics on the graph and click the plus circle icon to compare two metrics on the graph:

  • Revenue: Total revenue influenced by your Pins and ads
  • Checkouts: Number of checkouts stemming from your Pins and ads
  • Average order value: Average value of checkouts stemming from your Pins and ads
  • Purchasers: Number of purchasers stemming from interaction with your Pins and ads
  • Page visits: Number of times people visited your website after seeing your content on Pinterest
  • Add to cart: Number of times people added your products to their carts after interacting with your Pins
  • Impressions: Number of times your Pins were shown to people
  • Clicks: Number of times people clicked your Pin to a destination on or off Pinterest
  • Saves: Number of times people saved your Pins to a board

The graph lets you compare different metrics over the same timeframe. For example, you can compare the number of organic checkouts to the paid assisted checkouts during the same timeframe.

You can also split any metric by attributed action, conversion content, claimed account, device, source or format by clicking the directional chevron down iconthe directional chevron down icon next to Split by above the graph.

If you want to view total impressions, engagement, and audience metrics, go to Analytics.

If you want to view ad specific metrics such as return on ad spend (ROAS) or click per action (CPA), go to Reporting
 

Track your activity funnel

Use the activity funnel to track how your Pinterest audience converted on the path to purchasing within your selected attribution window.

Total audience: The total number of people who have seen or engaged with your Pins
Purchasers: The total number of people who completed a checkout on your site after interacting with your Pins
Purchase rate: The percent of your total audience on Pinterest that completed a checkout on your site
Page visitors: The total number of people who visited your site after interacting with your Pins
Users who added to cart: The total number of people who added to their cart on your site after interacting with your Pins

View top converting Pins

View top Pins that led to conversions. Click the directional chevron down icon next to the drop-down menu below Top converting Pins to sort this list by checkouts, page visits or add to cart. 

This gives you an idea of which top converting organic Pins you can promote to increase your conversions. 

数据丢失

  • 生成此报告需要花费几天的时间。如果数据未显示,请于第二天再次查看。
  • 你的标签可能无法运行。在链接至企业帐户的所有广告主帐户上,所有标签都必须能够正常运行。你只能获取自标签正常运行之日起的数据。请注意,在标签错误得到修复后,最多可能需要 7 天时间进行更新。了解如何检查 Pinterest 标签是否正常运行
  • 你只能查看自加入经过验证的商家计划之日起的数据,如果你是 Shopify 商家,则可查看自集成 Pinterest 应用程序之日起的数据。你无法查看此日期之前的数据。
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