Hey Reader,

If you’ve ever looked at your Pinterest analytics and thought:

“This Pin has huge impressions but no clicks,” or “This one has tons of saves but isn’t driving traffic,” your first instinct is probably to fix the Pin.

New design. New copy. New keywords.

And sometimes, yes — that is the issue. Sometimes it's lack of context in the text overlay or lack of design that catches the eye.

But very often, the problem isn’t the Pin at all.

It’s that you’re expecting every Pin to do the same job.

Pinterest works because different Pins do different things. And once you understand those roles, your strategy gets a lot simpler — and a lot calmer.

The mistake most people make with Pinterest metrics

Most people pick one metric to care about:

• Impressions
• Saves
• Outbound clicks

Then they panic when a Pin doesn’t perform “the right way.”

But Pinterest isn’t a post-and-react platform. It’s a browse, save, and come back later platform.

Not every Pin should be judged by the same metric.

The 3 types of Pinterest content I see in audits

After auditing close to 100 accounts, including accounts with tens of millions of impressions, I have started thinking about grouping Pinterest content into three roles, based on how people actually interact with it.

• Discovery Content (Impressions-led)
• Planning Content (Saves-led)
• Utility Content (Clicks-led)

Why some Pins show up in all three

Occasionally, you’ll see a Pin that performs across impressions, saves, and outbound clicks.

That tells us:

• Pinterest trusts it
• People save it
• People actually use it

But these aren’t the starting point.

They’re compounding assets, created after you’ve built a system that supports all three content roles.

How to use this in your own account, you ask? That's what I discuss in today's video.

👉 Watch the video here:

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Pinterest operates best when you stop forcing every Pin to do every job.

Once you understand the role each Pin plays, the data stops feeling confusing and you get a lot more confident (and creative) with your content.

See you inside, Heather P.S. If Pinterest analytics have ever made you second-guess what you’re doing, hopefully this video will feel like a deep exhale.

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