Review 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 actions people take on Pinterest, like searches and saves. You may temporarily see some differences in your insights across platforms.

View Audience Insights

Click at the top-left of the page

Under Analytics, click Audience insights

Open the Pinterest app on your device and log into your Pinterest business account

Tap your profile picture at the bottom-right corner

Tap at the top-right corner

Select Analytics

Tap Audience at the top of the screen

Open the Pinterest app on your device and log into your Pinterest business account

Tap your profile picture at the bottom-right corner

Tap at the top-right corner

Select Analytics

Tap Audience at the top of the screen

Select your audience

View data for:

Your engaged audience: the number of people who have engaged with your Pins.

Your total audience: the total number of people who have seen or engaged with your Pins. This includes Pins you’ve created or saved (both organic and ads) as well as any Pins that have been saved from your claimed website or claimed accounts.

Pinterest's total audience: the total number of people who have seen or engaged with Pins across Pinterest.

Pinterest’s engaged audience: the number of people who have engaged with Pins across Pinterest.

These tabs will show data for the last 30 days.

Compare audiences

You can compare data for two audiences to see Audience Insights side by side.

Click at the top-left of the page

Under Analytics, click Audience insights

Click Compare next to All Pinterest users

Select your Audience 1 and Audience 2 from the drop-down menus

This feature is currently only available on desktop.

Affinities

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 you create 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 corresponding Pinterest-wide audience. If you are on the Compare tab, affinity will be calculated against Audience 2. A high affinity indicates that this portion of your audience has a strong likelihood of engaging with content related to this interest.

Demographics

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

Export Audience Insights

Click at the top-left of the page

Under Analytics, click Audience insights

Select the audience you want to export data for from the dropdown menu under Audience 1

Click the Compare tab to select two audiences to export data for

Click Export CSV

This feature is currently only available on desktop.

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