# Pinterest Ads metrics

> Every metric you can request on Pinterest Ads through an AI assistant: 91 in total, 14 of them computed by the gateway, each with the API field it maps to.

[Documentation](https://www.getmcpads.com/docs) / [Sources](https://www.getmcpads.com/docs/sources) / [Pinterest Ads](https://www.getmcpads.com/docs/sources/pinterest-ads)

The 91 metrics you can request on Pinterest Ads. The key is what you pass to a tool; the field is what the platform returns.

> **Note** 14 of these are computed by the gateway rather than returned by Pinterest Ads. Each one shows how it is derived, so it is never presented as an official platform figure.

## web (23)

| Key | Name | Field | Notes |
| --- | --- | --- | --- |
| `pageVisit` | Page Visits | `TOTAL_PAGE_VISIT` | Total number of page visit events. Format: number. |
| `webPageVisit` | Web Page Visits | `TOTAL_WEB_PAGE_VISIT` | Number of web page visit events. Format: number. |
| `webSessions` | Web Sessions | `TOTAL_WEB_SESSIONS` | Number of web sessions. Format: number. |
| `signup` | Sign Ups | `TOTAL_SIGNUP` | Total number of sign up events. Format: number. |
| `signupValue` | Sign Up Value | `TOTAL_SIGNUP_VALUE_IN_MICRO_DOLLAR` | Total value of sign up events. Format: currency. |
| `webSignup` | Web Sign Ups | `TOTAL_WEB_SIGNUP` | Number of web sign up events. Format: number. |
| `lead` | Leads | `TOTAL_LEAD` | Total number of lead events. Format: number. |
| `leadValue` | Lead Value | `TOTAL_LEAD_VALUE_IN_MICRO_DOLLAR` | Total value of lead events. Format: currency. |
| `webLead` | Web Leads | `TOTAL_WEB_LEAD` | Number of web lead events. Format: number. |
| `addToCart` | Add to Cart | `TOTAL_ADD_TO_CART` | Total number of add to cart events. Format: number. |
| `addToCartValue` | Add to Cart Value | `TOTAL_ADD_TO_CART_VALUE_IN_MICRO_DOLLAR` | Total value of add to cart events. Format: currency. |
| `webAddToCart` | Web Add to Cart | `TOTAL_WEB_ADD_TO_CART` | Number of web add to cart events. Format: number. |
| `webAddToCartValue` | Web Add to Cart Value | `TOTAL_WEB_ADD_TO_CART_VALUE_IN_MICRO_DOLLAR` | Value of web add to cart events. Format: currency. |
| `search` | Searches | `TOTAL_SEARCH` | Total number of search events. Format: number. |
| `webSearch` | Web Searches | `TOTAL_WEB_SEARCH` | Number of web search events. Format: number. |
| `viewCategory` | View Category | `TOTAL_VIEW_CATEGORY` | Total number of view category events. Format: number. |
| `webViewCategory` | Web View Category | `TOTAL_WEB_VIEW_CATEGORY` | Number of web view category events. Format: number. |
| `watchVideoConv` | Watch Video (Conversion) | `TOTAL_WATCH_VIDEO` | Number of watch video conversion events. Format: number. |
| `webWatchVideo` | Web Watch Video | `TOTAL_WEB_WATCH_VIDEO` | Number of web watch video events. Format: number. |
| `customConversions` | Custom Conversions | `TOTAL_CUSTOM` | Number of custom conversion events. Format: number. |
| `webCustom` | Web Custom Events | `TOTAL_WEB_CUSTOM` | Number of web custom events. Format: number. |
| `addToWishlist` | Add to Wishlist | `TOTAL_ADD_TO_WISHLIST` | Total number of add to wishlist events. Format: number. |
| `subscribe` | Subscribes | `TOTAL_SUBSCRIBE` | Total number of subscribe events. Format: number. |

## core (19)

| Key | Name | Field | Notes |
| --- | --- | --- | --- |
| `spend` | Spend | `SPEND_IN_DOLLAR` | Total amount spent on ads in dollars. Format: currency. |
| `spendMicro` | Spend (Micro) | `SPEND_IN_MICRO_DOLLAR` | Total amount spent in micro-currency (1/1,000,000 of currency unit) Format: number. |
| `impressions` | Impressions | `IMPRESSION_1` | Total number of times ads were shown (paid + earned) Format: number. |
| `paidImpressions` | Paid Impressions | `PAID_IMPRESSION` | Number of paid impressions. Format: number. |
| `earnedImpressions` | Earned Impressions | `IMPRESSION_2` | Number of earned (organic) impressions from promoted content. Format: number. |
| `totalImpressions` | Total Impressions | `TOTAL_IMPRESSION` | Total impressions including paid and earned. Format: number. |
| `clicks` | Clicks | `CLICKTHROUGH_1` | Number of clicks on ads (paid) Format: number. |
| `earnedClicks` | Earned Clicks | `CLICKTHROUGH_2` | Number of earned clicks from promoted content. Format: number. |
| `totalClicks` | Total Clicks | `TOTAL_CLICKTHROUGH` | Total clicks including paid and earned. Format: number. |
| `ctr` | CTR | `CTR` | Click-through rate (clicks / impressions) Format: percentage. |
| `ectr` | Effective CTR | `ECTR` | Effective click-through rate. Format: percentage. |
| `cpm` | CPM | `CPM_IN_DOLLAR` | Cost per 1,000 impressions. Format: currency. |
| `cpmMicro` | CPM (Micro) | `CPM_IN_MICRO_DOLLAR` | Cost per 1,000 impressions in micro-currency. Format: number. |
| `ecpmMicro` | Effective CPM (Micro) | `ECPM_IN_MICRO_DOLLAR` | Effective cost per 1,000 impressions in micro-currency. Format: number. |
| `cpcMicro` | CPC (Micro) | `CPC_IN_MICRO_DOLLAR` | Cost per click in micro-currency. Format: number. |
| `ecpc` | Effective CPC | `ECPC_IN_DOLLAR` | Effective cost per click. Format: currency. |
| `ecpcMicro` | Effective CPC (Micro) | `ECPC_IN_MICRO_DOLLAR` | Effective cost per click in micro-currency. Format: number. |
| `reach` | Reach | `TOTAL_IMPRESSION_USER` | Number of unique users who saw your ad. Format: number. |
| `frequency` | Frequency | `TOTAL_IMPRESSION_FREQUENCY` | Average number of times each user saw your ad. Format: ratio. |

## calculated (14)

| Key | Name | Field | Notes |
| --- | --- | --- | --- |
| `hookRate` | Hook Rate | computed here | (25% video views / video starts) * 100. Calculated: `(TOTAL_VIDEO_P25_COMBINED / TOTAL_VIDEO_P0_COMBINED) * 100`. Format: percentage. |
| `holdRate` | Hold Rate | computed here | (50% views / 25% views) * 100. Calculated: `(TOTAL_VIDEO_P50_COMBINED / TOTAL_VIDEO_P25_COMBINED) * 100`. Format: percentage. |
| `videoCompletionRate` | Video Completion Rate | computed here | (100% views / Video starts) * 100. Calculated: `(TOTAL_VIDEO_P100_COMPLETE / TOTAL_VIDEO_P0_COMBINED) * 100`. Format: percentage. |
| `throughRate` | Through Rate | computed here | (100% views / 25% views) * 100. Calculated: `(TOTAL_VIDEO_P100_COMPLETE / TOTAL_VIDEO_P25_COMBINED) * 100`. Format: percentage. |
| `aov` | Average Order Value | computed here | Checkout value / Checkouts. Calculated: `TOTAL_CHECKOUT_VALUE_IN_MICRO_DOLLAR / TOTAL_CHECKOUT / 1000000`. Format: currency. |
| `costPerEngagement` | Cost per Engagement | computed here | Spend / Total engagements. Calculated: `SPEND_IN_MICRO_DOLLAR / TOTAL_ENGAGEMENT / 1000000`. Format: currency. |
| `costPerSave` | Cost per Save | computed here | Spend / Saves. Calculated: `SPEND_IN_MICRO_DOLLAR / REPIN_1 / 1000000`. Format: currency. |
| `costPerPinClick` | Cost per Pin Click | computed here | Spend / Pin clicks. Calculated: `SPEND_IN_MICRO_DOLLAR / CLICKTHROUGH_1 / 1000000`. Format: currency. |
| `engagementRateCalc` | Engagement Rate (Calc) | computed here | (Total engagement / Impressions) * 100. Calculated: `(TOTAL_ENGAGEMENT / IMPRESSION_1) * 100`. Format: percentage. |
| `saveRateCalc` | Save Rate (Calc) | computed here | (Saves / Impressions) * 100. Calculated: `(REPIN_1 / IMPRESSION_1) * 100`. Format: percentage. |
| `conversionRate` | Conversion Rate | computed here | (Conversions / Clicks) * 100. Calculated: `(TOTAL_CONVERSIONS / TOTAL_CLICKTHROUGH) * 100`. Format: percentage. |
| `costPerConversion` | Cost per Conversion | computed here | Spend / Total conversions. Calculated: `SPEND_IN_MICRO_DOLLAR / TOTAL_CONVERSIONS / 1000000`. Format: currency. |
| `earnedMediaValue` | Earned Media Value | computed here | Value of earned impressions (earned impressions * CPM / 1000) Calculated: `(IMPRESSION_2 * (SPEND_IN_MICRO_DOLLAR / PAID_IMPRESSION * 1000)) / 1000000`. Format: currency. |
| `totalMediaValue` | Total Media Value | computed here | Spend + Earned Media Value. Calculated: `SPEND_IN_MICRO_DOLLAR / 1000000 + (IMPRESSION_2 * (SPEND_IN_MICRO_DOLLAR / PAID_IMPRESSION * 1000)) / 1000000`. Format: currency. |

## conversion (14)

| Key | Name | Field | Notes |
| --- | --- | --- | --- |
| `totalConversions` | Total Conversions | `TOTAL_CONVERSIONS` | Total number of all conversion events. Format: number. |
| `totalConversionsQuantity` | Total Conversions Quantity | `TOTAL_CONVERSIONS_QUANTITY` | Total quantity of conversion events. Format: number. |
| `totalConversionsValue` | Total Conversions Value | `TOTAL_CONVERSIONS_VALUE_IN_MICRO_DOLLAR` | Total value of all conversions. Format: currency. |
| `checkout` | Checkouts | `TOTAL_CHECKOUT` | Total number of checkout events. Format: number. |
| `checkoutQuantity` | Checkout Quantity | `TOTAL_CHECKOUT_QUANTITY` | Total quantity of items in checkouts. Format: number. |
| `checkoutValue` | Checkout Value | `TOTAL_CHECKOUT_VALUE_IN_MICRO_DOLLAR` | Total value of checkout events. Format: currency. |
| `checkoutRoas` | Checkout ROAS | `CHECKOUT_ROAS` | Return on ad spend for checkout events. Format: ratio. |
| `webCheckout` | Web Checkouts | `TOTAL_WEB_CHECKOUT` | Number of web checkout events. Format: number. |
| `webCheckoutValue` | Web Checkout Value | `TOTAL_WEB_CHECKOUT_VALUE_IN_MICRO_DOLLAR` | Total value of web checkout events. Format: currency. |
| `webCheckoutRoas` | Web Checkout ROAS | `WEB_CHECKOUT_ROAS` | ROAS for web checkout events. Format: ratio. |
| `inAppCheckout` | In-App Checkouts | `TOTAL_INAPP_CHECKOUT` | Number of in-app checkout events. Format: number. |
| `inAppCheckoutValue` | In-App Checkout Value | `TOTAL_INAPP_CHECKOUT_VALUE_IN_MICRO_DOLLAR` | Total value of in-app checkout events. Format: currency. |
| `offlineCheckout` | Offline Checkouts | `TOTAL_OFFLINE_CHECKOUT` | Number of offline checkout events. Format: number. |
| `offlineCheckoutValue` | Offline Checkout Value | `TOTAL_OFFLINE_CHECKOUT_VALUE_IN_MICRO_DOLLAR` | Total value of offline checkout events. Format: currency. |

## engagement (14)

| Key | Name | Field | Notes |
| --- | --- | --- | --- |
| `engagement` | Engagements | `ENGAGEMENT_1` | Total engagements (saves + pin clicks + outbound clicks) Format: number. |
| `earnedEngagement` | Earned Engagements | `ENGAGEMENT_2` | Earned engagements from promoted content. Format: number. |
| `totalEngagement` | Total Engagements | `TOTAL_ENGAGEMENT` | Total engagements including paid and earned. Format: number. |
| `engagementRate` | Engagement Rate | `ENGAGEMENT_RATE` | Engagement rate (engagements / impressions) Format: percentage. |
| `eEngagementRate` | Effective Engagement Rate | `EENGAGEMENT_RATE` | Effective engagement rate. Format: percentage. |
| `outboundClick` | Outbound Clicks | `OUTBOUND_CLICK_1` | Clicks that lead to destinations off Pinterest (paid) Format: number. |
| `earnedOutboundClick` | Earned Outbound Clicks | `OUTBOUND_CLICK_2` | Earned outbound clicks from promoted content. Format: number. |
| `outboundCtr` | Outbound CTR | `OUTBOUND_CTR` | Outbound click-through rate. Format: percentage. |
| `costPerOutboundClick` | Cost per Outbound Click | `COST_PER_OUTBOUND_CLICK_IN_DOLLAR` | Average cost per outbound click. Format: currency. |
| `save` | Saves | `REPIN_1` | Number of times pins were saved (paid) Format: number. |
| `earnedSave` | Earned Saves | `REPIN_2` | Earned saves from promoted content. Format: number. |
| `saveRate` | Save Rate | `REPIN_RATE` | Saves divided by impressions. Format: percentage. |
| `repinRate` | Repin Rate | `REPIN_RATE` | Repin rate (legacy term for save rate) Format: percentage. |
| `totalRepinRate` | Total Repin Rate | `TOTAL_REPIN_RATE` | Total repin rate including earned. Format: percentage. |

## app (4)

| Key | Name | Field | Notes |
| --- | --- | --- | --- |
| `appInstall` | App Installs | `TOTAL_APP_INSTALL` | Number of app install events. Format: number. |
| `inAppSignup` | In-App Signups | `TOTAL_INAPP_SIGNUP` | Number of in-app signup events. Format: number. |
| `inAppAddToCart` | In-App Add to Cart | `TOTAL_INAPP_ADD_TO_CART` | Number of in-app add to cart events. Format: number. |
| `inAppSearch` | In-App Searches | `TOTAL_INAPP_SEARCH` | Number of in-app search events. Format: number. |

## video (3)

| Key | Name | Field | Notes |
| --- | --- | --- | --- |
| `totalVideoAvgWatchTime` | Total Avg Video Watch Time | `TOTAL_VIDEO_AVG_WATCHTIME_IN_SECOND` | Total average video watch time including earned. Format: duration. |
| `cpvMicro` | CPV (Micro) | `CPV_IN_MICRO_DOLLAR` | Cost per video view in micro-currency. Format: number. |
| `ecpv` | Effective CPV | `ECPV_IN_DOLLAR` | Effective cost per video view. Format: currency. |

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