Pinterest rolls out new tools to help advertisers discover emerging trends and measure success
People on Pinterest seek inspiration with intent – from searching for the latest trends to clicking on an ad for their next purchase, they have an expectation to find what they’re looking to buy and have an open mind to discover more. Today, we’re announcing new tools for advertisers that support an even more cohesive journey from the start of the campaign lifecycle until post campaign reporting.
The expanded Pinterest Trends tool, now available, helps advertisers around the world get deeper insights into Pinner planning behaviors to inform campaign planning through creative and targeting. Additionally, at the end of the advertising journey, Pinterest's new API for Conversions is now globally available, providing advertisers a comprehensive view of campaign performance to measure the actions those audiences took on an advertiser’s site. The Pinterest API will also integrate conversions features globally in the coming weeks with commerce partner Shopify and tag management partner Google Tag Manager.
Bill Watkins, Chief Revenue Officer at Pinterest
"Pinterest is uniquely positioned at the intersection of discovery and commerce, where inspiration meets intent. We are investing across our advertising platform to help businesses around the world reach their goals and connect with leaned in consumers at every stage of the campaign lifecycle."
Pinterest Trends Help Brands Win Big
Today, Pinterest is expanding our Pinterest Trends tool from US, UK and CA to 30 additional countries and 22 languages globally, offering enriched industry-first insights into when top search terms peak. Advertisers can use this information to understand what is trending with their audiences and align creative, targeting, merchandising, content and sales calendars to the trends Pinners are most engaged with. The globally available feature is now available on all surfaces, with an enhanced experience on desktop and tablet.
Using the Pinterest Trends tool can help advertisers win Q4 holiday season and beyond with industry first features including:
- Trends your audience loves – this widget on the homepage of Pinterest Trends allows advertisers to see what is trending with their engaged users and followers in the last 90 days.
- Trends by demographics – the only tool that helps advertisers filter by age, topic, time and place
- Seasonal trends – new trend types such as Seasonal trends help advertisers better align content and marketing calendars to when Pinners are most engaged with different topics
While the Pinterest Trends tool’s new features are exciting on their own, where trends really shine is how advertisers are using them to drive performance for their business.
Brands like Ally Financial tapped into Pinterest Trends life events and moments like Holiday Gift Guide, Financial Resolutions and Tax Refund Ideas to inform their creative and audience strategy. As a result, they saw 33% more efficient CPMs1 and 56% more efficient CPiA2 than other paid social channels in driving incremental deposits account opens.
New Pinterest API for Conversions, integrated with Shopify and Google Tag Manager
The Pinterest API for Conversions is a new secure and reliable way for advertisers to connect their data to Pinterest, allowing for better targeting and measurement. Through this tagless, server-to-server solution, advertisers gain continued performance visibility, while allowing for optimization on Pinterest ad campaigns. This is especially important as the industry evolves.
To date, hundreds of advertisers across the world have partnered with Pinterest to implement the API for Conversions in order to observe its impact on advertiser performance and reliability. The early results from those findings showed that the API for Conversions is not just the future of conversion measurement, but also acts as a current driver of performance for Pinterest advertisers. Advertisers who adopted the API for Conversions have seen.3
- 14% Cost per action (CPA) improvements on average for oCPM campaigns when using both Conversion API and Tags, compared to using Tags only
- 36% average increase in attributed conversion volume when using both Conversion API and Tags, compared to using Tags only
While the API for Conversions’ most frequent use case is lower funnel actions, such as checkouts, many advertisers have found additional insight in also using the solution for full funnel actions: add to cart and page visits.
Following the recent launch of the Pinterest API for Shopping, the Pinterest API for Conversions is the latest use case available in the Pinterest API and Pinterest’s overall suite of measurement solutions. Pinterest API for Conversions is available globally for all advertisers and can be implemented directly or through partners Shopify or Google Tag Manager.
- Direct integration: Allows for the highest amount of advertiser control. Requires developer resources. For more information, visit the Pinterest Developer Platform.
- Partner Integration: Coming in the next few weeks, advertisers can quickly set up the API for Conversions through a 3rd party without developer resources
- Shopify: All Pinterest merchants are eligible via the Pinterest channel
- Google Tag Manager: Advertisers must already be working with GTM-Server Side
Egan Cheung, Director of Product at Shopify
"Through Server Pixels and the Pinterest API for Conversions, Shopify can now give our millions of merchants another secure tool to drive discovery with Pinterest’s 400 million-plus users."
To learn more about the API for Conversions, upcoming partner integrations, and how to implement, visit the Pinterest Help Center or reach out to your Pinterest representative. To learn more about the latest developments with Pinterest API, including Conversions, new developer tools, and more - register for Thursday’s Pinterest Developer Platform Webinar (10.20.22 at 8:30 AM PST).
1Pinterest Internal Data, 2021 - 2022
2Ally MTA data, 2021 - 2022
3Pinterest Internal Data, Beta test of 24 advertisers, 5/12/2022 - 9/30/2022