As industry changes limit the availability of certain signals, modelled conversions may be used in our reporting and measurement solutions. Modelled conversions utilise statistical techniques and machine-learning models to predict the likelihood of your conversions being associated with people on Pinterest.

Modelled conversions allow us to report on the conversions that your ads are driving, even in cases where we’re unable to observe them directly. For example, modelled conversions may be used to help account for conversions from browsers where third-party cookies are unavailable.

Similar to other advertising platforms, we incorporate modelled conversions into our reporting and measurement solutions and expect this to help us continue providing you with a comprehensive view of campaign performance. Having a comprehensive view of campaign performance allows you to make informed budgeting and optimisation decisions that are aligned to your business goals.

Modelled conversions only use information from web conversions that you share through the Pinterest Tag. In Ads Manager Reporting and Conversion Insights surfaces, you can hover over the column header or tooltip for a given metric to see whether modelled conversions may be used. Metrics that may include modelled conversions include total conversions, total order value, return on ad spend (RoAS) and cost per action (CPA).

Modelled conversions are used across reporting and measurement surfaces, including Ads Manager, the Ads Reporting API, Conversion Insights and certain first-party Pinterest measurement solutions. All existing reporting dimensions (e.g. keywords, interests, demographics), attribution windows and conversion types will also be supported.

We only include modelled conversions in your campaign reporting in cases where we are confident about the accuracy of the result. To achieve this, we ensure that our models have sufficient information to predict accurately, and only include modelled conversions in reporting for advertisers that meet a minimum conversion threshold. In cases where advertisers do not meet the minimum conversion threshold, modelled conversions will not be included in reporting.

For advertisers that have installed the Pinterest Tag and meet minimum conversion thresholds, there is no additional action required as modelled conversions will be integrated automatically into campaign reporting metrics (through Ads Manager, Ads Reporting API and Conversion Insights) and in certain first-party Pinterest measurement solutions.

As well as modelled conversions, in order to further improve visibility into the conversions your campaigns are driving, we also recommend following these best practices: