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Pinterest Ads in Marketing Mix Modeling (MMM)
Written by Konsta Mustasilta
Updated over a week ago

Introduction to Pinterest Ads

Pinterest advertising offers businesses a platform to promote their products and services through visually appealing and inspiring content. With its focus on discovery and inspiration, Pinterest enables advertisers to connect with users who are actively seeking ideas and inspiration for various aspects of their lives, including fashion, home decor, recipes, and more.

Pinterest offers analytics and insights to track campaign performance, measure key metrics such as impressions, clicks, and conversions, and optimize ad campaigns for better results. Advertisers can gain valuable insights into their audience's preferences and behaviors to refine their targeting and creative strategies.

Ad formats in Pinterest Ads

Key ad formats of Pinterest advertising include:

  1. Promoted Pins: Promoted Pins are native advertisements that blend seamlessly into users' feeds, appearing alongside organic content. Advertisers can target Promoted Pins based on interests, keywords, demographics, and other criteria to reach their desired audience effectively.

  2. Promoted Video Pins: Promoted Video Pins allow advertisers to tell their brand story through captivating video content. These ads autoplay in users' feeds, providing an immersive experience and driving engagement.

  3. Shopping Ads: With Pinterest's focus on discovery and shopping, advertisers can showcase their products through Shopping Ads, which include product images, prices, and descriptions. These ads appear in users' feeds and link directly to the advertiser's website for seamless shopping experiences.

  4. Carousel Ads: Carousel Ads allow advertisers to showcase multiple images or products within a single ad unit, providing users with a more interactive and engaging experience. This format is particularly effective for highlighting product features or telling a visual story.

Targeting in Pinterest Ads

Targeting options in Pinterest Ads include:

  1. Dynamic Retargeting: Pinterest offers dynamic retargeting capabilities, allowing advertisers to re-engage users who have previously interacted with their brand on Pinterest or their website. This enables advertisers to deliver personalized recommendations and drive conversions.

  2. Audience Targeting: Pinterest provides robust audience targeting options, allowing advertisers to reach users based on interests, behaviors, demographics, and life events. Advertisers can create custom audiences or leverage Pinterest's built-in audience segments to target their ideal customers effectively.

Data specifications for Pinterest Ads in Sellforte Marketing Mix Modeling

This section includes standard dimensions and metrics for Pinterest advertising in the Sellforte Marketing Mix Modeling (MMM) template for online data, which is available here:




Advertiser ID

Advertiser name

Campaign ID

Campaign name

Ad group ID

Ad group name

Ad group type

Campaign objective type

Ad group bid type


Targeting geo

Targeting location

Placement group





Web conversions (Checkout)

Web order value (Checkout)

Web ROAS (Checkout)

ROAS (Checkout)


Conversions value


Video views paid

Video views at 100% paid

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