It’s no secret that paid social is a major driver of performance for e-commerce brands, despite what you might see in Google Analytics (GA).

At Fospha, we took a deeper look at Pinterest to understand how undervalued it is from a GA perspective – and what the best optimised brands are doing in the platform.

For content, from a sample of 20 brands spending on Pinterest, the average percentage of spend in Pinterest is 3.29%.

Last-click only captures 1.3% of Pinterest’s impact
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With Fospha’s ‘Ensemble Models’ measuring the impact of clicks and impressions, our attribution accurately identifies Pinterest’s revenue contribution.

In contrast, Pinterest Ads Manager over-claims credit and last-click only captures 1.3% of the credit Pinterest deserves in driving revenue – so when looking just at GA, it’s difficult for brands to justify spending in this channel.

This contributes to an industry-wide problem of paid social being under-invested: Fospha data shows that brands are only meeting 59% of the growth potential in paid social.

Top performing brands implement a full-funnel strategy in Pinterest – with 23% in awareness and consideration.

Brands that do invest in Pinterest often choose to go full-funnel. Analysis of top performers from a ROAS perspective suggests a full-funnel approach is strongest. Brands with the best ROAS spend 23% in the upper funnel on average.

Prospecting

88%

Awareness

3%

Consideration

20%

Conversion

67%

Retargeting

12%

Conversion

12%


These results are in line with recent Fospha research which uncovered that the best optimised brands in Meta spend 18%+ in awareness and consideration, while for TikTok it’s 22%. Pinterest’s results uphold that spending between a fifth and a quarter of budget in the upper funnel is crucial for long-term success.

An ‘always on’ strategy performs best

63% of brands spending in Pinterest have an ‘always on’ strategy, meaning marketing activities are kept switched on continuously without disruption, while 38% employ a ‘burst’ approach, which is a short-term, more aggressive approach. The ‘always on’ strategy produces much stronger results, with a 40% higher ROAS on average – suggesting Pinterest performs best when kept consistent.

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Conclusion

Pinterest remains undervalued by Google Analytics, making it difficult for many brands to justify spending in this channel. Fospha Attribution uncovers that this channel drives far more revenue than last-click can capture. For the brands who are best optimised, they spend an average of 23% in the top-of-funnel, and employ an always-on strategy.


Snezhina Kashukeeva is the Marketing Analyst at Fospha.