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Metrics glossary

You can get metric definitions through the API by calling the
GET
Get available metrics' definitions
endpoint. A list of metrics and their definitions are also copied below.
Metrics glossary table
MetricDefinition
Engagements
The total number of engagements on your Pins. This includes saves, Pin clicks, outbound clicks, carousel card swipes, secondary creative (collections) clicks.
Engagement rate
The total engagements with your Pins divided by the total number of times your Pins were seen. Engagements include saves, Pin clicks, and outbound clicks.
ImpressionsThe number of times your Pins or ads were on screen.
SavesThe number of times people saved your Pin to a board.
Save rate
The total saves of your Pins divided by the total number of times your Pins were on screen.
Pin clicksThe total number of clicks on your Pin or ad so it opens in closeup.
Pin click rate
The total number of clicks from your Pin or ad to content on or off Pinterest, divided by the total number of times your Pins or ads were on screen.
Outbound clicks
The number of times people perform actions that lead them to a destination off Pinterest. Note: Outbound clicks are measured starting from the date the link is added.
Outbound click rate
The total number of clicks to the destination URL associated with your Pin divided by the total number of times your Pins were on screen. Note: Outbound clicks are measured starting from the date the link is added.
Profile visits
The number of times people visited your profile after viewing one of your Pins.
Follows
The number of times people followed you after viewing one of your Pins.
Video viewsThe amount of views for at least 2 seconds with 50% of video in view.
Average video play time
The average time someone spent playing the video and static image cards included in your Pin.
10-second plays
The number of times your video was viewed for at least 10 seconds or more.
Played to 95%The number of times your video was viewed to 95% of its length.
Total play time (minutes)The total play time for your video in minutes.
Total audienceThe total number of people who have seen or engaged with your Pins.
Engaged audienceThe number of people who have engaged with your Pins.
Monthly total audience
The total number of people who have seen or engaged with your Pins in a 30 day window up to and including each day.
Monthly engaged audience
The total number of people who have engaged with your Pins in a 30 day window up to and including each day.
Monthly views
The number of times your published Pins and Pins saved from your claimed domain or accounts were on screen in the last 30 days.

API specific metrics and definitions

  • Metric names ending in
    *_1
    represent first order ad events. For example,
    CLICKTHROUGH_1
    is the number of Pin clicks on a Promoted Pin.
  • Metric names ending in
    *_2
    represent downstream ("earned") events. These are actions taken on saved instances of Promoted Pins. For example,
    CLICKTHROUGH_2
    are earned clicks. Advertisers are not billed for earned activity.
  • SPEND_IN_MICRO_DOLLAR
    represents the spend in the micro currency (millionth of a currency unit) of the Advertiser.
  • Metrics that begin with TOTAL refer to conversion data.
    TOTAL_CONVERSIONS
    is the total number of conversions for the requested reporting period. If you are passing order quantity and order value in Pinterest Tag conversion events, these totals will show in
    TOTAL_CONVERSIONS_QUANTITY
    and
    TOTAL_CONVERSIONS_VALUE_IN_MICRO_DOLLAR
    respectively.
  • Total conversions, quantity and value are further broken out by different conversion types you may be tracking, as well as attribution types. For example:
  1. TOTAL_CLICK_CHECKOUT
    is the total checkout conversion value from Pinners who clicked through your ad.
  2. TOTAL_VIEW_CHECKOUT
    is the total checkout conversion value from Pinners who viewed your ad.
  3. TOTAL_ENGAGEMENT_CHECKOUT_QUANTITY
    is the total order quantity from Pinners who checked out after engaging with your ad.
  4. TOTAL_VIEW_ADD_TO_CART_VALUE_IN_MICRO_DOLLAR
    is the total order value of Pinners who added items to cart after viewing your ad.
Note: Conversions will be attributed to the strongest of actions within the attribution window you set for your report.
  • Cross device conversion metrics are available through the fields that have ACTION in their name. For example:
  1. TOTAL_ADD_TO_CART_MOBILE_ACTION_TO_DESKTOP_CONVERSION
    is the total add to carts from a Pinner where the attributed ad event occurred on mobile and the conversion event occurred on desktop.

Additional resources

  • Help center: Review Pinterest analytics
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