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

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

Similar to other advertising platforms, we incorporate modeled 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 optimization decisions that are aligned to your business goals.

Modeled 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 modeled conversions may be used. Metrics that may include modeled conversions include total conversions, total order value, return on ad spend (RoAS), and cost per action (CPA).

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

We only include modeled conversions in your campaign reporting in cases where we are confident in the accuracy of the result. To achieve this, we ensure that our models have sufficient information to predict accurately, and only include modeled conversions in reporting for advertisers that meet a minimum conversion threshold. In cases where advertisers do not meet the minimum conversion threshold, modeled 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 modeled conversions will be automatically integrated into campaign reporting metrics (through Ads Manager, Ads Reporting API, and Conversion Insights) and in certain first-party Pinterest measurement solutions.

Aside from modeled conversions, to further improve visibility into the conversions your campaigns are driving, we also recommend following the best practices: