We’re launching a number of updates to our metrics to help business account users better meet their objectives and optimise their content. If you have a business account, these updates will give you a more complete understanding of your performance, both paid and organic, on Pinterest. 

Below you can find specific updates for paid ads and organic content. 

Paid ads updates

As part of our ongoing efforts to evolve our ad platform, we’re transforming our traffic objective and sharing metrics updates to help you in your efforts to understand your audience and build demand for your brand.

At a high level, we are:

  • Renaming our ‘traffic’ objective to ‘consideration’
  • Enhancing budgeting for the consideration objective
  • Updating our metrics
  • We’re renaming the ‘traffic’ objective to ‘consideration’ in January 2021 to better reflect the goals of building demand with people on Pinterest in the consideration stage. 

    • We’re constantly evolving the ads experience to encourage people on Pinterest to find out more about your business, which is why we’re updating the ‘traffic’ objective to ‘consideration’. This new name will help to better align our terminology with the actions people take on Pinterest and the role these signals drive for your brand.

    We’re enhancing the consideration objective in February 2021 to help you drive efficient results and report on those results with less effort. 

    • We’re enhancing budgeting across the consideration objective by transitioning from ad group-level budgets to campaign-level budgets. From February 2021, you can enter a budget at the campaign level, and Pinterest will allocate that budget across ad groups in an effort to build demand for your brand.

    We’re updating our metrics in January 2021 to give you more insight.

    • ‘Link clicks’ will be renamed to ‘Pin clicks’ to provide you with greater clarity on the actions taking place on Pinterest. This change will not impact ad delivery, billing or click-based attribution of conversions for cost-per-click (CPC) campaigns.  
    • We’re introducing ‘outbound clicks’ as a new metric to help you get more granular reporting on the number of clicks to your destination URL.
    • We’re updating the ad experience so that your website loads after an outbound click to help you see the value of your audience through improvements to bounce rates and 3p analytics tracking.
    • We’re updating our metrics terminology so that organic metrics will mirror paid metrics. Pin clicks and outbound clicks will be available in your campaign Reporting and Analytics, so you can easily analyse the value of your total presence on Pinterest.
    • Metrics in your Business hub and Analytics pages will default to showing the performance of Pins you’ve created. This includes any Pins you’ve published plus any Pins saved from your claimed domains. We’ve made this change so that you can understand which content drives followers, traffic and conversions. The performance of content that you’ve saved to your account will still be available by selecting ‘Include saved Pins’ in your Analytics graph filters.
    • We’re introducing ‘monthly views’ as a new metric on your profile to bring the content you create front and centre. This represents the number of times your Pins were on screen in the last 30 days. This includes both Pins you’ve published as well as Pins that others have saved from your claimed domain or accounts. You’ll still be able to see the total number of people who have seen or engaged with your Pins in a 30-day window by using the ‘Total monthly viewers’ metric in your Analytics overview.
    Organic content updates

    Metrics play an important role in helping determine which content resonates with people on Pinterest. To empower content creators to better understand how their audiences are interacting with their Pins, we’re introducing new metrics, and renaming and redefining some existing metrics.

    At a high level, we are:

  • Updating our metrics
  • Changing the default metrics in the Business hub and Analytics pages 
  • We’re updating our metrics in January 2021 to give you more insight.

    • We’re introducing ‘monthly views’ as a new metric on your profile to bring the content you create front and centre. This represents the number of times your Pins were on screen in the last 30 days. This includes both Pins you’ve published as well as Pins that others have saved from your claimed domain or accounts. You’ll still be able to see the total number of people who have seen or engaged with your Pins in a 30-day window by using the ‘Total monthly viewers’ metric in your Analytics overview.
    • We’re redefining and renaming ‘close-ups’ (for organic Pins) to ‘Pin clicks’ to provide you with greater clarity on how people are interacting with your content on Pinterest. Pin clicks will represent when people click on your Pin to discover more. We’re adjusting the definition of Pin clicks so that it only counts the total number of clicks on your Pin. Side swipes that lead to a focused view of your Pin will no longer be included in this definition, but they will be counted as impressions going forwards. Since Pin clicks now reflect the actions that users are performing, we will also now calculate click-based conversions from Pin clicks. Users may see slight declines in what we previously called close-ups and a subsequent decrease in engagements and an increase in impressions with this new definition.
    • We’re renaming ‘link clicks’ (for organic Pins) to ‘outbound clicks’ to create consistency of metrics naming across paid and organic experiences on Pinterest. Outbound clicks will represent the number of clicks to your destination URL.
    • We’re updating our metrics terminology so that organic metrics will mirror paid metrics. This way, should you decide to promote your content in the future, you’ll be able to easily analyse the value of your total presence on Pinterest.

    We're changing the default metrics in your Business hub and Analytics pages in January 2021 to show the performance of Pins you’ve created. 

    • This includes any Pins you’ve published plus any Pins saved from your claimed domains. We’ve made this change so that you can understand which content drives followers, traffic and conversions. The performance of content you’ve saved to your account will still be available by selecting ‘Include saved Pins’ in your Analytics graph filters.
    Review paid and organic metric unification
    Format Behaviour Metric before Metric now
    Paid Click into a Pin from the grid Link click Pin click
    Organic Click into a Pin from the grid  Close-up Pin click
    Paid Click to the destination URL associated with a Pin n/a Outbound click
    Organic Click to the destination URL associated with a Pin Link click Outbound click
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