Audience insights

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Audience Insights reveal what your existing and potential customers are interested in, based on their behavior on Pinterest. These insights are powered by the Taste Graph and reflect the active consideration mindset of people on Pinterest, incorporating actions like searches and saves.

To access Audience Insights, click Analytics at the top of Pinterest then select Audience Insights.

Audience selection

View data for your audience and Pinterest's total audience, or view a comparison of the two by clicking the tabs at the top of the page. These tabs will show data for the last 30 days.

Your total audience is defined as the people who have viewed or engaged with all Pins you've saved (both organic and ads) as well as any Pins that have been saved from your claimed website.


See the top categories and interests for your audience selection and compare your audience's affinity with those of Pinterest's total audience. You can sort these tables by affinity or audience percentage. When creating an ad campaign, you can target any of these interests.

Affinity indicates the strength of your audience's interest in a particular category compared to the average person on Pinterest. A high affinity indicates that this portion of your audience has a strong likelihood of engaging with content related to this interest.


You can view a demographic breakdown of your audience selection by age, gender, location and device.

Learn how to turn Pinterest Analytics insights into action on our business blog.

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