Get the Inside Scoop on Tailwind Analytics
By: Vanessa Shepherd
Tags: Small Business Owner, Pinterest, Entrepreneurship, B2b Marketing, Marketing

Get the Inside Scoop on Tailwind Analytics

Keeping track of your Pinterest data in a quick, easy way, like through benchmarks, can help you understand how your time investment in managing your Pinterest profile is paying off. Vanessa Shepherd Jul 6·3 min read

Pinterest provides you with some data (or analytics) on your Pinterest account, so that you understand how your profile and its content are performing.

Tailwind analytics provides additional data that can help you see that information in a different way. Tailwind’s analytics dashboards serve to give you the ability to benchmark your Pinterest profile performance.

Every business should have key performance indicators (KPIs) that they track and measure regularly to assess how their investment is doing.

An investment can include time, and financial investment, among others.

Keeping track of your Pinterest data in a quick, easy way, like through benchmarks, can help you understand how your time investment in managing your Pinterest profile is paying off.

Download the FREE 5 Minute Pinterest Audit!

3 Metrics in Tailwind Analytics

The three metrics that Tailwind analytics provides in addition to the other data you see on Pinterest are:

Virality Score Engagement Score Engagement Rate

Tailwind calculates these metrics for you, using the pin, repin, and follower data that Pinterest provides.

What is a Virality Score?

The virality score is measured as repins divided by pins. It represents how many repins per pin you get on average. This information helps you to understand if your content is performing well on Pinterest.

The bold number above is the all-time number, so we’re dividing your total number of repins by your total number of pins. If you are looking at Board Insight’s Virality, you are seeing the total number of repins of the pins on that board. There is no cap on the virality score.

What is the Engagement Score?

The engagement score can be found by taking the virality score, divide by followers, and then multiplied by 1,000. This number is a measure of your audience’s engagement with your pins. Basically, this score helps you understand how much interaction your pins are receiving from each follower. If you are looking at Board Insights Engagement, you are seeing the total of repins divided by pins divided by followers of that board. Like the virality score, there is no cap on the engagement score.

What is the Engagement Rate?

The Tailwind analytics engagement rate is measured by counting how many of your pins have at least one repin vs. those that have no repins. This number is represented as a percentage of the whole.

Unlike the other metrics, this metric has a cap. This rate is based out of 100%. Your goal with the engagement rate is to get to 100%.

How to Use this Tailwind Analytics Data

Tailwind analytics dashboard shows you your current all-time scores in bold, along with how your scores have averaged over the last 30 days so that you know how you’re currently trending.

Use virality and engagement scores to cross-reference against the whole profile to see how individual boards are performing.

Use the engagement rate as a goal to work toward for your profile. Work toward more repins by creating quality content your audience wants to consume.

Lite, Professional, and Enterprise Plans can export their Tailwind data as a .CSV file for Excel to break down these metrics day by day and/or create your own line graph like the ones you see in Tailwind.

References:

Tailwind. (2016). What does virality score, engagement score, and engagement rate mean? Retrieved from https://help.tailwindapp.com/article/209-virality-engagement-score-pinterest.