Visitor retargeting identifies people who have already visited your site and lets you retarget them on Pinterest.

To create visitor audiences, you need to set up the Pinterest tag. Add the base code across every page on your site and add the event code to pages where you want to track the actions you care about.

You can create a target audience based on one or more specific event tags on your site or based on one or more pages that people have visited on your site. For events, you might retarget visitors who added a specific type of product to their basket but did not check out. For pages, you might retarget visitors who have landed on specific URLs, such as your checkout or confirmation pages.

Create a new site visitor audience

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Audiences
3. Click Create audience
4. Select Site visitors
5. Enter an Audience name and optional Audience description
6. Select your conversion source
7. Enter the past number of days you want to track visitors from and select to Include past traffic (optional)
8. If you want to add a filter to your audience, click Optional filters
9. Click Create

Once you've created your audience, the audience size will be updated within 24 hours on the Audiences page in Ads Manager. To delete a site visitor audience, click the bin icon on the Audiences page.

Target an existing site visitor audience

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Create campaign
3. In the left navigation, click New ad group
4. In the left navigation, click Targeting
5. Below Targeting strategy, select Reconnect with users
6. Next to Site visitors, click Use existing list
7. Click Select to the right of the list you want to target, then click Add selected lists
8. Once complete, select your Budget and schedule, Optimisation and delivery and Ads
9. Review your information
10. Click Publish

You can upload existing customers' email addresses or mobile ad IDs (MAIDs) using a single-column CSV file. Leave out any additional information you have, such as names, phone numbers or physical addresses.

Do not upload customer lists that:

• Are based on user activity from an app or website on an iOS device. This includes lists that contain IDFA data.
• Include individuals that have exercised an option to opt out of targeted advertising.

Bear in mind that your final audience list will probably be smaller than the total number of emails or mobile ad IDs (Android ad IDs) you originally uploaded, since we match your customer list to people on Pinterest.

Customer list requirements

Before sharing customer lists with us, please review this section as well as our Ad Data Terms and Advertising Guidelines to understand our requirements and restrictions.

In connection with Apple's App Tracking Transparency Framework, please note the following requirements for sharing customer lists:

• Do not send Pinterest customer lists that are based on user activity from an app or website on an iOS device
• Do not send Pinterest information about any individual who has exercised an option to opt out of having such data used for targeted advertising purposes

Format your customer list

You can use several different formats to upload your customer list:

• Email files: Cleartext, SHA256, MD5 hash key. Must include an “@”.
• MAID files: Cleartext, SHA-1, SHA-256, MD5 hash keys. AAIDs (Android ad IDs) must be lowercase. MAIDs (AAIDs) should follow the format 8-4-4-4-12.

Create a new customer list audience

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Audiences
3. Click Create audience
4. Select Customer list
5. Enter an Audience name and optional Audience description
6. Click Choose file to upload your .CSV file
7. Click Create

Once you’ve created your audience based on your customer list, the audience size will be updated within 24-48 hours on the Audiences page in Ads Manager. To delete a customer list audience, click the bin icon on the Audiences page.

If your CSV upload fails, it’s probably because one of the above requirements has not been met. Headers, titles and empty rows or tabs that create breaks should not be included.

Once your list has at least 100 matches, the status will turn green on the Audiences page in Ads Manager and you'll be able to use that audience for your ad. If your list has fewer than 100 matches, the status will be red on the Audiences page and you will not be able to use that audience. Try to add more email addresses or MAIDs (AAIDs) to the existing list to increase the chance of getting additional matches. To do this, follow the edit steps below.

Edit customer lists

When you upload your customer list to Pinterest, it's immediately hashed and can’t be downloaded or accessed again. You can choose to add or remove people from an existing customer list or replace an existing customer list. Customer lists are not updated automatically unless they’re connected to a CRM with our Pinterest API partners. To delete a customer list audience, click the bin icon on the Audiences page.

Add or remove people to an existing customer list

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Audiences
3. From the list, find the audience you want to edit, then click Edit on the right-hand side under Actions
4. Select Add people or Remove people, then Choose file to upload a new CSV file with the email addresses or MAIDs (AAIDs) you want to add or remove
5. Click Save

Once your customer list audience has been uploaded successfully, you can target campaigns to people using your list.

Replace an existing customer list

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Audiences
3. From the list, find the audience you want to edit, then click Edit on the right-hand side under Actions
4. Select Replace audience, then Choose file to upload a new CSV file with new email addresses or MAIDs (AAIDs) from your computer
5. Click Save

Once your customer list audience has been uploaded successfully, you can target campaigns to people using your list.

Target an existing customer list audience

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Create campaign
3. In the left navigation, click New ad group
4. In the left navigation, click Targeting
5. Below Targeting strategy, select Reconnect with users or Choose your own
   • Reconnect with users: Below Targeting details, click Use existing list next to Customer lists
   • Choose your own: Below Targeting details, click Use existing list
6. Once complete, select your Budget and schedule, Optimisation and delivery and Ads
7. Review your information
8. Click Publish

Engagement targeting allows you to show ads to qualified audiences who’ve previously interacted with your content on Pinterest.

Engagement audience types

As you create an engagement audience, you can select from two types of engagement audience – people who have performed:

• Any engagement action: Create an audience that consists of people who’ve performed any engagement action with your content. Interactions may include Pin clicks, outbound clicks, saves, comments and video views.
• Optimised engagement actions: Create an audience that consists of people selected based on high intent actions (such as saves and outbound clicks) to help you get the best results.

Note: Actions used to create engagement audiences are subject to change, as new actions are introduced or existing actions are updated.

Engagement audience sources

After selecting the type of engagement audience, you can create engagement audiences based on interactions with any of your Pins, ads, campaigns or campaign objectives.

Only Pins published by your business account or ads/campaigns created by your ad account can be selected.

If you have claimed your business website, you can also select your claimed domain. Users who’ve engaged with Pins (organic) or ads (paid) from your claimed domains will be included in your engagement audience.

Create a new engagement audience

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Audiences
3. Click Create audience
4. Select Engagement
5. Enter an Audience name and optional Audience description
6. Choose your Engagement audience type by selecting Any engagement action or Optimised engagement actions
7. Select your engagement source type:
   • If you select Pin ID, Ad ID or Campaign ID, enter your Pin ID, Ad ID or Campaign ID below. For multiple entries, separate each ID with a comma.
   • If you select Objective, select one from the list provided
8. Select your claimed domain
9. Click Create

Once you’ve created your audience, the audience size will be updated within 24 hours on the Audiences page in Ads Manager. Once the audience is available, you can use it to target ads or create actalike audiences. To delete an engagement audience, click the bin icon on the Audiences page.

Target an existing engagement audience

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Create campaign
3. In the left navigation, click New ad group
4. In the left navigation, click Targeting
5. Below Targeting strategy, select Reconnect with users
6. Next to Engagement, select Use existing list
7. Click Select to the right of the list you want to target, then click Add selected lists
8. Once complete, select your Budget and schedule, Optimisation and delivery and Ads
9. Review your information
10. Click Publish

When an ID or claimed domain is not selected, your engagement audience will be created from all the people that have engaged with any Pins created from your account

Actalike targeting helps you reach people similar to one of your existing audiences. You can use actalike audiences to find new customers, new people who are likely to engage with your Pins, or new people who are likely to visit your website based on your source audience. You can also create a new, more specified audience based on one of your existing audiences. The source audience will not be a part of the new actalike audience.

Create a new actalike audience

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Audiences
3. Click Create audience
4. Select Actalike customers
5. Enter an Audience name and optional Audience description
6. Choose a source audience list from the list below
7. Below Actalike country, select the country you want to target
8. Below Actalike range, select the percentage of people you want to target from your existing audience
9. Click Create

Once you’ve created your audience, the audience size will be updated within 24 hours on the Audiences page in Ads Manager. If your source audience is also new, the audience size will be updated within 72 hours. To delete an actalike audience, click the bin icon on the Audiences page.

Target an existing actalike audience

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Create campaign
3. In the left navigation, click New ad group
4. In the left navigation, click Targeting
5. Below Targeting strategy, select Find new customers
6. Next to Actalike customers, click Use existing list
7. Click Select to the right of the list you want to target, then click Add selected lists
8. Once complete, select your Budget and schedule, Optimisation and delivery and Ads
9. Review your information
10. Click Publish

Persona targeting helps you to reach specifically tailored, custom audiences on Pinterest. These audiences are created by the sales team at Pinterest on behalf of advertisers, and are made up of lists of people who are not easily targeted by interest targeting and keyword targeting.

Persona targeting takes more signals from people’s behaviour on Pinterest than interest targeting does, meaning that we can better group them by the actions they’re taking.

Note: Persona audiences can only be used with brand awareness, video views and consideration objectives.

How persona audiences are created

Persona audiences are created on behalf of advertisers by the sales team at Pinterest. This means that you do not have to create them as you do other audience lists. After a persona audience has been created, you’ll be able to access them in your Audiences page, or select them for targeting in live campaigns.

If you want to find out more about personas, please contact your account manager.

Target an existing persona audience

1. Log in to your Pinterest business account
2. Click Ads at the top of the screen, then click Create campaign
3. In the left navigation, click New ad group
4. In the left navigation, click Targeting
5. Below Targeting strategy, select Choose your own
6. Below Targeting details, click Use existing list
   • Make sure that Personas is selected below Add an existing audience list
7. Click Select to the right of the list you want to target, then click Add selected lists
8. Once complete, select your Budget and schedule, Optimisation and delivery and Ads
9. Review your information
10. Click Publish