Because people on Pinterest seek inspiration with purchase intent, the platform can be a very successful way for brands to drive conversions. With this in mind, Pinterest has launched the Pinterest Trends tool, which helps advertisers gain deeper insights into user behaviors to inform campaign planning through creative and targeting. Additionally, Pinterest’s new API for Conversions is now globally available, providing advertisers a complete view of campaign performance to measure users’ behavior on their site. The Pinterest API will also integrate conversions features globally in the coming weeks with commerce partner Shopify and tag management partner Google Tag Manager.

This can show you the trends with your engaged users/followers in 90 days, trends by demographics (Age, topic, time and place) as well as seasonal trends that should help with the coming holiday season, making the platform more appealing to advertisers seeking an informed audience strategy/creative.

Integration of trends helps make media buying more robust on Pinterest with deeper level insights on trends by region, demo, account etc. It’s similar to a Google Trends tool, but within the Pinterest interface.

Using the Pinterest Trends tool can help advertisers win Q4 holiday season and beyond with industry first features including:

  • Trends your audience loves – this widget on the homepage of Pinterest Trends allows advertisers to see what is trending with their engaged users and followers in the last 90 days. 
  • Trends by demographics – the only tool that helps advertisers filter by age, topic, time and place
  • Seasonal trends – new trend types such as Seasonal trends help advertisers better align content and marketing calendars to when Pinners are most engaged with different topics

To date, hundreds of advertisers across the world have partnered with Pinterest to implement the API for Conversions in order to observe its impact on advertiser performance and reliability. According to the platform, the early results from those findings showed that the API for Conversions is not just the future of conversion measurement, but also acts as a current driver of performance for Pinterest advertisers. Pinterest reports that advertisers who adopted the API for Conversions have seen.

  • 14% Cost per action (CPA) improvements on average for oCPM campaigns when using both Conversion API and Tags, compared to using Tags only
  • 36% average increase in attributed conversion volume when using both Conversion API and Tags, compared to using Tags only

While the API for Conversions’ most frequent use case is lower funnel actions, such as checkouts, many advertisers have found additional insight in also using the solution for full funnel actions: add to cart and page visits.

If you are considering Pinterest in your media mix and need help ensuring you use this new tool to measure success/check trends effectively, please contact us. We’re here to help.

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