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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
  • Log into your Pinterest business account or go to your analytics page
  • Click Analytics at the top of the screen
  • Select Audience Insights
  • Open the Pinterest app on your device and log into your Pinterest business account
  • Tap your profile picture in the bottom-right corner
  • Tap the chart bar icon in 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 in the bottom-right corner
  • Tap the chart bar icon in 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. This includes people who click or save your Pins.

  • 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.

  • Log into your Pinterest business account or go to your analytics page
  • Click Analytics at the top of the screen
  • Select 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.

    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 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.

    Demographics

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

    Export Audience Insights
  • Log into your Pinterest business account or go to your analytics page
  • Click Analytics at the top of the screen
  • Select 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.

    This feature is currently only available on desktop.

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