Reporting in Pinterest Ads Manager: metrics, custom reports and conversions

This guide is built from Pinterest Business Help: Review reporting, Create, edit and review custom reports, Review Conversion insights, Review offline conversion events reporting and Modeled conversions. Conversions only show up if tracking works, so the Pinterest tag and Conversions API setup is in our Pinterest for business guide. Checked on 12 November 2026. Pinterest renames menus and metrics from time to time, so check its pages before you rely on a detail.

Three places to see results

• Reporting dashboard (Campaign manager): spend, delivery, clicks, cost per result and ad metrics such as return on ad spend (ROAS) and cost per action (CPA), per campaign, ad group, ad or keyword.
• Custom ad reports: reports you build once, save as templates and have emailed on a schedule, across one or several ad accounts.
• Conversion insights (under Analytics): sales and site actions from ads and organic Pins together, for the whole business account.

Organic reach, saves and audience data sit in Pinterest Analytics, which is outside the scope of this guide.

The reporting dashboard

Pinterest says the dashboard "summarizes how your ad campaigns are performing based on your objective, spend, Pin clicks and more." Open it from the menu at the top left: under Manage campaigns, click Campaign manager. You get a graph you can filter and a reporting table you can view or export.

New, low-quality or wrongly targeted ads that nobody has interacted with are hidden by default. Pinterest does this "to improve the load time of your reporting table and avoid page timeouts". Use the Hide undelivered toggle at the top right to show them; their metrics will read zero.

The core metrics

These are Pinterest's own definitions:

• Spend: "The total amount you've spent during the reporting time period".
• Impressions: "The number of times your Pins or ads were on screen".
• Pin clicks: taps on a Pin "that leads them to a destination on or off of Pinterest".
• Outbound clicks: actions "that lead them to a destination off Pinterest".
• Cost per result: the average cost per result for the campaign's objective.
• CTR: "The total Pin clicks divided by total impressions".

Note that CTR uses Pin clicks, which include clicks that stay on Pinterest. If you care about site visits, add outbound clicks to your table and look at them next to CTR.

Date range, time zone and filters

• Date range: any range "within the last 25 months". The default, Last 7 days, does not include today, so for a campaign launched in the last 24 hours choose Today or Hourly. Hourly shows the latest 3 days by the hour, but "the lowest level of granularity of conversion data is daily."
• Time zone: once you add a local time zone to the ad account (Business Manager, Ad accounts, Settings, Add local time zone), you can switch reporting between it and UTC.
• Objective and status: pick one or more objectives or statuses. With several objectives, graph by Spend or Impressions.
• Conversion settings: the conversion window, date and source. See conversion windows below.

Tabs between the graph and the table switch between campaigns, ad groups, ads and keywords. Graph filters can be saved with Save and apply.

Custom tables and custom columns

Edit columns at the top right of the table lets you pick, remove and reorder columns, then save the set as a named table. Greyed-out columns can't be removed.

Custom columns use a formula built from existing metrics, with +, -, * and /. Decimals and percentages aren't supported, so Pinterest says to write 0.75 or 75% "as (75/100)". You choose a format ($, # or %). You can save 10 custom columns in each custom table. Custom columns are saved at advertiser level, so deleting one "may delete it from other account users' custom tables", and a deleted column has to be recreated.

Export above the table downloads the selected data as a CSV.

Custom ad reports and schedules

Under Manage campaigns, Custom ad reports holds three kinds of report:

• One-time custom report: run it for a single question; it is not saved.
• Report template with no schedule: saved so you can run it again.
• Report template with a schedule: runs daily, weekly, monthly or quarterly and is "automatically emailed to you or anyone else".

Each report has a name, a visibility setting for who can access it, a report type, data filters, columns and a timeframe. Monthly reports arrive on the 1st of each month and quarterly ones on the first day of each quarter. Reports can run "across one or multiple accounts", which is useful for agencies and businesses with several ad accounts. From the templates list you can edit, copy, reschedule or delete a template and change its email recipients.

Conversion windows

Pinterest defines the conversion window as "a defined number of days from when a user views or clicks on your Pin before completing a conversion action such as page visit, add to cart or checkout on your site." Click and view windows are set separately, so the same campaign can show very different conversion numbers under 1-day view / 30-day click than under 30/30.

• In the dashboard, Pinterest recommends "30 days for clicks and 30 days for views (30/30)", because a longer window "will better measure how you influence people's decision-making process on Pinterest."
• If no window has been chosen, Conversion insights shows 1-day view and 30-day click.
• Offline conversions can use "any combination of 1-, 7-, 30- and 60-day" windows, but a 60-day window "is not available in Conversion insights".

Whatever you choose, compare periods and campaigns under the same window. For how Meta and others handle the same idea, see our Meta attribution settings guide.

Conversion insights

Conversion insights is "a reporting page that lets you measure the total impact of both your organic and paid performance on Pinterest in a single dashboard". It is marked Beta, needs healthy Pinterest tags, and opens on desktop under Analytics. It splits conversions three ways:

• Organic conversion: people interacted only with your organic Pins.
• Paid unassisted: people interacted only with your ads.
• Paid assisted: people interacted with both.

You can graph revenue, checkouts, average order value, page visits, add to cart, impressions, Pin clicks and saves, filter by date range, attribution action, claimed account, device, source and format, and see your top converting Pins. Pinterest notes that this list "reflects the last Pin someone interacted with before purchasing, not the exact product someone purchased."

Data starts from the day your tag worked properly (for Shopify merchants, the day the Pinterest app was connected) and reaches back about 1.5 years at most. The report takes a few days to build, and fixed tag errors can take up to seven days to clear.

Why it won't match the ads dashboard

Conversion insights covers the whole business account, not one ad account, and uses "a last-touch model" based on the last Pin someone engaged with, organic or paid. Ad accounts may also use different windows. So adding up several ad accounts will not equal the Conversion insights total.

Offline conversions

If you upload offline sales (for example from a store or CRM), they appear in the dashboard under Edit columns, Checkout conversions, Offline, and in custom reports under the same group. You can report them by:

• Ad event date: ad events in the date range, with the conversions they led to counted even if those happened later, within the window.
• Conversion event date: conversions in the date range, credited to ad events that may have happened before it.

The same campaign and date range can show different totals in the two modes, so say which one a report uses.

Modeled conversions

Some conversions can't be fully tracked. Pinterest says modeled conversions "fill in the gaps due to data loss" and "may be used across reporting and measurement surfaces, including Ads Manager, the Ads Reporting API, Conversion Insights". To check whether a metric may include them, hover over its column header or tooltip in Ads Manager or Conversion insights. Pinterest lists the Conversions API next to modeling as one of its "resilient data solutions", which is one more reason to send server-side events as well as tag events.

Why numbers differ from Google Analytics

Pinterest says Conversion insights "will not match third-party sources such as Google Analytics" because those tools can't see what people view and engage with on Pinterest, and they "default to a last-click model". Its example: someone engages with your Pin, buys a week later after clicking an ad elsewhere, and the third-party tool gives that other source all the credit. Pinterest also counts conversions after someone only viewed a Pin, which web analytics has no way to see. Both reports can be right about what they measure; decide which one you use for budget decisions and keep it consistent. Our guide to GA4 attribution models covers the Google side.

How we report on Pinterest ads

This is our own practice, not Pinterest's guidance:

• We add the client's local time zone to the ad account before launch, so daily figures line up with their sales data.
• We set one conversion window per client, write it on the report and compare periods only under that window.
• Every report shows outbound clicks next to Pin clicks, and conversions with the click and view windows split out.
• A monthly custom report template goes to the client by email, with the same columns each month so trends are easy to read.
• We look at Conversion insights' paid assisted figure to see how much organic Pins and ads work together, and we don't add it to the ads dashboard totals.

If you want help setting up or reading Pinterest ads reporting, see our services.

Frequently asked questions

Where is reporting in Pinterest Ads Manager?

Open the menu at the top left and, under Manage campaigns, click Campaign manager for the reporting dashboard, or Custom ad reports for saved and scheduled reports.

Can I schedule Pinterest ads reports by email?

Yes. Save a custom report as a template with a schedule (daily, weekly, monthly or quarterly) and add the email addresses it should go to.

What conversion window does Pinterest recommend?

In the reporting dashboard, Pinterest recommends 30 days for clicks and 30 days for views (30/30).

How far back can Pinterest ads reporting go?

The reporting dashboard lets you choose a date range within the last 25 months. Conversion insights reaches back about 1.5 years at most, depending on when your tag started working.

Why don't Pinterest conversions match Google Analytics?

Google Analytics can't see views and engagement on Pinterest and defaults to last click, while Pinterest also credits conversions after people viewed or clicked a Pin within the conversion window.

For more on Pinterest and ad reporting, see our guides to Pinterest ads targeting, Pinterest shopping ads, Meta ads reporting and TikTok ads reporting.