Conversions campaigns

Conversions campaigns help you drive actions on your website, tracked by the Pinterest tag. Conversions campaigns can be used to target Checkout, Signup, Lead, or Add to Cart events. Choose what kind of conversions you’d like to drive, enter your target average CPA and budget, and we will optimize your spend accordingly.

Prepare for your Conversions campaign 

There are two requirements needed to run Conversions campaigns:

  • You have placed the Pinterest tag on your website and are tracking at least one of the following supported events: Checkout, Signup, Lead, or Add to Cart

  • You have at least 50 weekly attributed conversions of a single event type using the correct attribution window. If you do not meet the 50 weekly conversion volume yet, run Traffic campaigns until you meet the volume. You’ll then be able to start using Conversions.

If your campaign has stopped running, check to make sure you still meet the above requirements. For example, make sure the Pinterest Tag is functioning properly, your conversion volume is still above 50 per week, and your CPA goal is high enough for your ads to run.  

If you do not meet the requirements, start by implementing the Pinterest Tag or use a different campaign objective.

Pinterest and your Conversions campaign

Once you create a Conversions campaign, we show the ads to different types of people to learn who is most likely to convert. This initial process is called the Learning Mode. During this phase, your campaign may experience some performance fluctuations.

Once Learning Mode is complete and we have enough data, we show your ads to the people most likely to convert. At this point, your campaign’s performance should stabilize and you can make changes. We don’t recommend making changes to your Conversions campaign until after Learning Mode is complete so that it doesn’t reset and take longer.

For an optimized campaign, we suggest that you don’t make more than 2 rounds of changes per week. Allow 3-5 days for the campaign to recalibrate, learn, and adjust after each change so that we can deliver the best results. You’ll get a better idea of true campaign performance if you assess weekly or monthly rather than daily.

Create a Conversions campaign

Set up a Conversions campaign in Ads Manager

  1. Start by creating a campaign.

  2. Select Conversions for your campaign objective. If it’s greyed out, you haven’t met the requirements.

  3. Finish setting up your campaign then click Continue to set up your ad group.

  4. On the "Add more details" page, fill out the specific campaign optimization fields: Pinterest tag, Conversion event, Attribution window, and Target average CPA.

  5. Finish setting up your ad group then click Continue to select your Pins and run your ads.

Set up a Conversions campaign in Bulk Editor

  1. Begin by creating a new Bulk Editor campaign or cloning an existing campaign. The conversion optimization-specific fields will be the following columns:

  2. Follow the original Bulk Editor creation flow, but add the specific conversion optimization fields: Campaign objective, Goal Value, Conversion Tag ID, Conversion Event, and Attribution Windows

Recommendations

Use as few campaigns and ad groups as possible to simplify the structure and provide clearer results.

When creating your ad groups, keep targeting as broad as possible to ensure you're getting your ads in front of as many people as possible who are likely to convert.

Use creative content in your ads that encourages people to take action on your website rather than content that aims to build brand awareness.

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