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Audience insights

Audience Insights gives you valuable insights for people who have viewed or engaged with Pins you've created or curated over the last 30 days. If you're a content creator or advertiser, publishing relevant content based on your audience insights can help you increase engagement on your Pins.

API Availability

Audience insights is fully supported in the API. Get insights for your total audience, customer lists you've uploaded, and Pinterest's total audience

Before getting started

Pinners on Pinterest interact with many different topics on Pinterest. These topics are grouped into interests and categories which you'll see included within Audience insights. All Audience insight data is aggregated.

Prerequisites

Audience insights are only available if the user has a business account. To get the most of our API, we recommend users sign up for a Business account.

Basic definitions

  • Affinity: the strength of your audience's interest in a particular category compared to the corresponding Pinterest-wide audience.
  • Categories: the categories and interests that your audience engages with on Pinterest

Get insights for your audiences

  1. Make a call to
    GET
    Get audience insights
  2. Request insights for
    YOUR_TOTAL_AUDIENCE
    ,
    YOUR_ENGAGED_AUDIENCE
    , or
    PINTEREST_TOTAL_AUDIENCE
Audience insights table
audience_insight_typeDefinition
YOUR_TOTAL_AUDIENCE
Includes all users who have seen or engaged with any of your Pins in the last 30 days.
YOUR_ENGAGED_AUDIENCE
Includes all users who have engaged with any of your Pins in the last 30 days.
PINTEREST_TOTAL_AUDIENCE
Pinterest total audience is global and includes everyone who has seen or engaged with any Pins.

Sample request

To request your audience insights, use the following request format:
curl --location 'https://api.pinterest.com/v5/ad_accounts/{YOUR_ADVERTISER_ID}/audience_insights?audience_insight_type=YOUR_TOTAL_AUDIENCE'
Please substitute in your advertiser id and preferred audience_insight_type, using one of YOUR_TOTAL_AUDIENCE, YOUR_ENGAGED_AUDIENCE, and PINTEREST_TOTAL_AUDIENCE.

Sample response

The response contains the rounded audience size, audience interest categories, interest subcategories, and demographic information of the requested audience type. For PINTEREST_TOTAL_AUDIENCE, some fields may be omitted, such as size and audience metros areas.
{
    "size":47700000, //Audience size
    "size_is_upper_bound":false, //Whether the audience size is rounded to a threshold
    "categories":[
        {
            "key":"961238559656",
            "id":"961238559656",
            "name":"Art",
            "ratio":0.1,
            "index":1.2,
            "subcategories":[
                {
                    "key":"905860166503",
                    "id":"905860166503",
                    "name":"Photography",
                    "ratio":0.782,
                    "index":0.982
                },
                {
                    "key":"918644201389",
                    "id":"918644201389",
                    "name":"Drawing",
                    "ratio":0.525,
                    "index":0.869
                },
            ]
        }
    ],
    "demographics":{
        "ages":[
            {
                "key":"18-24",
                "name":"18-24",
                "ratio":0.259
            },
            {
                "key":"25-34",
                "name":"25-34",
                "ratio":0.263
            },
            {
                "key":"35-44",
                "name":"35-44",
                "ratio":0.161
            },
            {
                "key":"45-49",
                "name":"45-49",
                "ratio":0.054
            },
            {
                "key":"50-54",
                "name":"50-54",
                "ratio":0.049
            }
            {
                "key":"55-64",
                "name":"55-64",
                "ratio":0.084
            },
            {
                "key":"65+",
                "name":"65+",
                "ratio":0.052
            },
        ],
        "genders":[
            {
                "key":"Female",
                "name":"Female",
                "ratio":0.68
            },
            {
                "key":"Male",
                "name":"Male",
                "ratio":0.167
            },
            {
                "key":"Unspecified & custom",
                "name":"Unspecified & custom",
                "ratio":0.153
            }
        ],
        "devices":[
            {
                "key":"IPHONE",
                "name":"iPhone",
                "ratio":0.61
            },
            {
                "key":"ANDROID_MOBILE",
                "name":"Android Mobile",
                "ratio":0.267
            },
            {
                "key":"WEB_DENZEL",
                "name":"Web",
                "ratio":0.227
            },
            {
                "key":"IPAD",
                "name":"iPad",
                "ratio":0.106
            },
            {
                "key":"WEB_MOBILE",
                "name":"Mobile Web",
                "ratio":0.067
            },
            {
                "key":"ANDROID_TABLET",
                "name":"Android Tablet",
                "ratio":0.022
            }
        ],
        "countries":[
            {
                "key":"us",
                "name":"United States",
                "ratio":0.666
            },
            {
                "key":"in",
                "name":"India",
                "ratio":0.026
            },
            {
                "key":"mx",
                "name":"Mexico",
                "ratio":0.016
            },
            {
                "key":"Other",
                "name":"Other",
                "ratio":0.256
            },
        ],
        "metros":[
            {
                "key":"501", //Metro code
                "name":"New York",
                "ratio":0.055
            },
            {
                "key":"803",
                "name":"Los Angeles",
                "ratio":0.05
            },
            {
                "key":"602",
                "name":"Chicago",
                "ratio":0.027
            },
        ]
    },
}

Additional resources

  • Help Center: Review Audience insights
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