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.













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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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.