Pinterest impressions are a fancy number to boast about in the Pinterest marketing world, but they are not the sum of your success. 

Today we will talk about what makes a successful Pinterest marketing strategy as it relates to checking the right numbers, and what I’ve learned from managing over one billion Pinterest impressions per month. 

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1.8 Billion SPM Client Pinterest Impressions: What Does It Mean?

For those of you who have been in my community for a while, you know that I tend to give impressions a bad rap. I talk about how people use them all the time for Pinterest marketing and it makes me crazy because it’s not an effective way to gauge growth. 

They are ineffective because they are not monetizable – it’s just the number of people who are seeing your pins. But I had to use this word at some point in a podcast, even if it was just to grab your attention. 🙂

I am so proud that after all these years, we hit 1.8 billion impressions per month for our SPM clients. That’s a lot of SPM client content being seen all over Pinterest. 

What Are Pinterest Impressions? 

The official definition of impressions on Pinterest is the total number of times your pins were shown. Here’s a link to Pinterest’s Help article that explains more and provides a great resource for understanding all of the components of Pinterest analytics.

 

If Susie, my favorite Pinterest person, is scrolling through the Smart Feed and your pin happens to be in the scroll, that counts as a pin impression (whether Susie actually looked at your pin or not). This definition also applies to the search feed, related pins feed, and the follower feed. 

Susie doesn’t have to take any action in order for your pin to receive an impression; the pin just has to be in her view on her mobile or desktop device. 

High Impressions, Low Clicks

Billions of people can view your pin but not take any action on it. This is why I said you can’t monetize impressions. With that said, there are some things you can learn from impressions. 

In episode 76 of the podcast, we talked with Monica Froese about getting a high number of impressions but no clicks. If your pin has a ton of impressions and receives no clicks, it’s possible that the keywords are off or the image isn’t enticing the user to click. 

You can try changing up the keywords in your pin description. You can test out a new description for a month or so to see if the impressions start to turn into clicks. 

You can also test out a new image. I would do this after testing the description. You only want to change one thing at a time when A/B testing so that you know exactly what works and what doesn’t. 

If your pin is receiving low impressions but has high click numbers, don’t mess with it! It’s doing exactly what it should – creating interaction. 

SPM Client Case Studies

While I was preparing for this episode,