Data Overview

Available report types

Pinterest Ads data flows support two categories of reports:

Performance Reports

These include metrics like spend, impressions, clicks, conversions, and engagement. They can be split by time period (daily, weekly, monthly) and are available for campaigns, ad groups, promoted pins, accounts, product groups, keywords, and targeting dimensions.

List Reports

These return the structure of your account—all campaigns, ad groups, ads, and keywords—without performance metrics. Useful for auditing or syncing your account structure to a spreadsheet.

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Available metrics

Pinterest offers hundreds of metrics across these main categories:

Conversion Metrics

Metrics are broken down by conversion type (Add to cart, Checkout, Signup, Lead, Page visit, Watch video, App install, Custom, Unknown) and attribution model (Web, In-app, Offline, Pinterest native).

• Total conversions — All attributed conversions

• Conversion value — Revenue or order value from conversions

• Conversion rate — Conversions as a percentage of interactions

• CPA (Cost per acquisition) — Spend divided by conversions

• ROAS (Return on ad spend) — Revenue divided by spend

• Click-through conversions — Conversions attributed to clicks (within your conversion window)

• Engagement conversions — Conversions attributed to pin engagements (saves, comments)

• View-through conversions — Conversions from users who saw the pin but didn't click

Engagement Metrics

• Engagements — Total pin interactions (clicks, saves, comments)

• Paid engagements — Engagements from your promoted pins

• Earned engagements — Organic engagements from your pins

• Saves / Save rate — Pin saves and rate

• Outbound clicks — Clicks to your website

• Pin clicks — Clicks on the pin itself

Reach & Impression Metrics

• Impressions — Number of times your ad was shown

• Reach — Unique users who saw your ad

• Frequency — Average impressions per user

• CTR (Click-through rate) — Clicks as a percentage of impressions

Cost Metrics

• Spend — Total ad spend

• CPM (Cost per thousand impressions)

• CPC (Cost per click)

• CPE (Cost per engagement)

Video Metrics (for video pins)

• Video views — Number of video plays

• Video starts — Initiated plays

• 3-second plays — Plays lasting at least 3 seconds

• Plays at 25/50/75/95/100% — Video play-through at specific thresholds

• Average watch time — Mean seconds watched per play

Product & Shopping Metrics

• Order value — Revenue per order

• Order quantity — Number of items sold

• Buyable Pin in-app checkouts — Conversions from shoppable pins

Lead Metrics

• Leads — Form submissions or sign-ups

• Cost per lead

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Available dimensions (for targeting analysis)

When running a targeting analysis report, you can break down metrics by:

• Age bucket — 18-24, 25-34, 35-44, 45-54, 55-64, 65+

• Gender — Female, male, unspecified

• Location — City, metro, region, or country

• Device — Mobile, desktop, tablet

• Placement — Pinterest feed, search results, buyable pins, etc.

• Keyword — Search keywords that triggered your ads

• Targeted interest — Interests you're targeting

• Pinner interest — Interests of users who interacted with your pins

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Common metric combinations by goal

E-commerce (ROAS-focused)

• Spend

• Web conversions (Checkout)

• Web order value (Checkout)

• Web ROAS (Checkout)

• Impressions

Lead generation

• Spend

• Leads / Web conversions (Lead)

• Cost per lead / Web CPA (Lead)

• Impressions

• CTR

Traffic & awareness

• Spend

• Paid outbound clicks

• CPM / CPC

• Impressions

• Reach

• Frequency

Video engagement

• Video views

• Plays at 25/50/75/100%

• Average watch time

• CPV (Cost per video view)

• Impressions

Audience insights

• Run a targeting analysis report with Location or Age bucket dimension

• Include: Impressions, Engagements, Saves, Outbound clicks

• Segment by your chosen dimension to identify top-performing demographics

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Use cases by role

Performance Marketers

Use Pinterest Ads data flows to monitor campaign efficiency and optimize spend:

• Daily campaign reporting — Pull campaign performance split by day to catch underperforming ads early

• Multi-account consolidation — Combine data from multiple ad accounts (if managing client accounts) using Append transformation

• ROAS analysis — Track Web ROAS (Checkout) by campaign to identify your most profitable initiatives

• Audience insights — Run targeting analysis by location and device to double-down on high-converting demographics

• Feed to BI tools — Send Coupler.io data to Looker Studio and create dynamic dashboards with date range controls

• AI-powered optimization suggestions — Send your Pinterest data to Claude or ChatGPT for automated performance analysis and recommendations

Finance & Leadership

E-Commerce Managers

Data Analysts

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Platform-specific notes

• Conversion window formats — Pinterest conversion windows are specified as three numbers: click window / engagement window / view window (e.g., 30/1/1 = 30 days post-click, 1 day post-engagement, 1 day post-view). Default is 30/1/1.

• Attribution reporting — Conversions can be reported by time of ad action (when the user saw or clicked your pin) or time of conversion (when the user completed the action). Choose based on whether you want to match campaign performance dates or conversion completion dates.

• Conversion types — Pinterest segments conversions by user action (Add to cart, Checkout, Signup, etc.) and tracks them across Web, In-app, Offline, and custom audiences. Select only the conversion types relevant to your business.

• Targeting dimensions — Targeting analysis reports let you slice metrics by audience (age, gender) or placement (device, feed vs. search). Use these to identify your highest-ROI audience segments.

• Product group reporting — Available only if you've set up Pinterest Shopping campaigns. Requires product catalog sync.

• Keyword metrics — Keywords are tracked for campaigns using keyword targeting or search campaigns. Metrics include search volume, CPC, and conversions.

• Data latency — Pinterest data is typically available with a 24–48 hour delay. Schedule data flows to run in the evening or early morning for the most complete daily data.

• Multi-account data — If you have multiple ad accounts, select them in the Ad accounts parameter. Coupler.io will pull data from each separately; use the Append transformation to combine results in a single sheet or table.