Open Pinterest analytics for the first time and you'll see a lot of numbers: impressions, saves, pin clicks, outbound clicks, engagement, followers.
It's easy to feel great about a big impressions number, or worried about a small follower count. But for a holiday rental, only a few metrics really tell you whether Pinterest is bringing in guests. Here's what to focus on.
Why measuring matters
Every booking that comes direct instead of through an OTA saves you commission. With Airbnb now charging most hosts a 15.5% service fee, and Booking.com commonly around 15% in Australia (Houst), that adds up fast. Measuring Pinterest properly is how you see whether it's paying its way.
The one that matters most: outbound clicks
Outbound clicks are people leaving Pinterest to visit your website. That's someone who saw your pin, liked it enough to want more, and landed on your site.
That's the whole point. If you only track one number, make it this one.
Outbound click rate
To see how well your pins turn views into visits, use this formula:
Outbound clicks ÷ impressions × 100 = outbound click rate
It lets you compare pins fairly. A pin with fewer impressions but a higher click rate might be your best performer, and a great one to make more versions of.
Saves: a good sign, not the goal
If you're used to Instagram, you'll know saves are one of the strongest signals there. On Pinterest, saves still matter. They help your pins live longer and reach more people.
But a save isn't a booking. If a pin has lots of saves and very few clicks, it usually means it looks lovely but doesn't give people a reason to click. Try a clearer headline or call to action on the image, like "Book your winter escape".
Impressions: useful early on
Impressions show how often your pins appeared on someone's screen. In your first few months, rising impressions are a great sign that Pinterest is starting to understand your account.
Later on, they matter less than what people do after seeing your pin.
Pin clicks: curiosity
Pin clicks are people tapping to see a pin up close. It shows interest, but they haven't left Pinterest yet. Don't confuse pin clicks with outbound clicks when you're measuring results.
Followers: don't stress
Followers matter much less on Pinterest than on Instagram. Most people find pins through search, not by following accounts. A small account can still drive plenty of traffic.
A quick reference
Outbound clicks are the number to watch: they’re people heading to your booking page.
Connect Pinterest to real bookings
Pinterest analytics only shows you what happens on Pinterest. To see whether it's bringing bookings:
Use tracking links. Add UTM tags to your pin links (for example, ?utm_source=pinterest) so Pinterest traffic shows clearly in Google Analytics or your booking system.
Ask guests. Add "How did you hear about us?" to your booking form or check-in message.
Check landing pages. See which pages Pinterest visitors land on, and whether those pages lead to bookings.
Remember the long path. Guests often research for weeks before booking, so a Pinterest visit today might become a booking next month. Expedia Group research found travellers view around 141 pages of travel content in the 45 days before booking.
A simple monthly check-in
Are outbound clicks going up over time?
What do your top 5 pins by outbound clicks have in common?
Which pins have high saves but low clicks, and can the headline be clearer?
How many website visitors came from Pinterest, and how many booked?
Are guests mentioning Pinterest when they book?
Be patient with the numbers
Pinterest builds over months, so compare quarter to quarter rather than week to week. (See How Long Does Pinterest Take to Work?)
Get your profile set up to track results from day one with my free Pinterest Profile Setup Checklist for Stays.
