Three measurement tips that go beyond the last click
2 June 2022 — Jay Chang
Last-click solutions won’t give you an accurate view of your Pinterest campaign performance. Here are three quick fixes to make sure that you’re seeing the full picture of your Pinterest performance.
So you’ve launched your Pinterest ad campaign—and now it’s time to monitor performance. Before you sit back and relax, make sure that you’re using the right tools to measure your success. If you’re only using third-party site analytics or last-click solutions to measure your campaign, you’re not going to get an accurate read on performance.
Last-click analytics only assign credit to the platform that drove the final interaction before a purchase. But there are so many other potential touchpoints along the way to a purchase. If you only rely on last-click analytics to define success, you won’t learn how other steps of the marketing journey are impacting your results.
To capture the true impact of your Pinterest campaign, you’re going to need a more holistic approach. And we’re here to help. Here are three quick tips to take your measurement strategy beyond the last click:
1. Set a longer attribution window
People who use Pinterest are planners. They often start thinking about purchases long before making them, so they don’t click ‘buy’ straight away. In fact, 75% of Pinterest conversions happen a week after ad exposure.1 So if your attribution window is too short, your data is incomplete.
Build a better picture with a longer attribution window. Expanding your window helps to capture the actions that influenced a decision earlier in the customer journey. If you work with a Pinterest account team, they can advise you on the right attribution window for your business. If you don't currently have a Pinterest rep, you'll find custom attribution window recommendations for your account directly in Ads Manager. This will help you to get the best view on your specific audience and when they tend to convert.
2. Use advanced solutions to see cross-device impact
Site analytics solutions typically only account for conversions that happen in the same browser, device and session. But the path to purchase is rarely that linear. Someone could see an ad on one device, then finish the purchase on a different one.
We’ve got some fixes for that. Enhanced match links actions on your website to people on Pinterest, even when there’s no Pinterest cookie present. So for example, you could link a purchase on your site to someone who saw your ad on Pinterest earlier in their purchase journey.
Enhanced match helps you to understand how your Pinterest campaigns are driving actions that may occur across different devices or browsers. When possible, we also recommend setting up the Pinterest API for conversions to reduce dependencies on browser data and improve matching.
3. Record each and every view
On Pinterest, ad views play a critical role in the purchase journey. Many measurement solutions don’t account for views, but the Pinterest Tag does. It helps to capture views across people’s sessions, browsers and devices. This is incredibly useful, especially on a visual platform like Pinterest. In fact, our research shows that up to 95% of conversions captured by the Pinterest Tag are based on views.2
Take control of your campaign measurement
Measuring ad performance isn’t a simple task. But if you use the wrong solution, you’ll end up with inaccurate results.
These three tips are a great start to gaining more insight into what’s really going on. And remember, Pinterest Analytics helps you to keep an eye on real-time data. Once you’ve set up your campaign and measurement strategy, make sure to keep an eye on those dashboards. From there you can tweak, refine and optimise.
