Find Pinterest campaigns needing creative refresh
Analyze save rates and CTR performance against category benchmarks to prioritize creative optimization opportunities
Low save rates signal creative-audience mismatch and lead to 2-3x higher CPCs on Pinterest
This template finds Pinterest campaigns where engagement metrics fall below category benchmarks, focusing on save rates—Pinterest's strongest conversion predictor. It analyzes 12 weeks of data to identify campaigns that convert but cost more due to poor engagement, examining performance across different Pin formats and interest categories.
Why this matters
Save rate is Pinterest's north star metric—Pins with 3%+ save rates cost 50% less per conversion than those under 1%. When your Home Decor campaign has 0.8% save rate while the category averages 2.5%, you're paying premium prices for lower-intent traffic. Unlike other platforms where CTR drives costs, Pinterest rewards Pins that users save for later. This template identifies which campaigns need fresh creative, revealing whether you have an imagery problem, format issue, or audience mismatch.
How to customize
Weight save rate 3x higher than CTR in your analysis since it better predicts conversions. Add vertical-specific benchmarks since Food/Recipe content naturally gets higher save rates than B2B. Include fresh Pin percentage to ensure campaigns have enough new creative in rotation. Set up aspect ratio analysis since 2:3 Pins outperform squares by 30%. Layer in seasonal trending scores to identify Pins that match current Pinterest search trends. Configure minimum impression thresholds for statistical significance.
Identify Pinterest campaigns that need a creative refresh. We are looking for campaigns that are converting, but are underperforming in terms of engagement compared to benchmarks.
Follow these steps:
* Pull Pinterest ads performance for the last 12 weeks
* Pull Pinterest ads conversions to set a benchmark.
* Pull Pinterest ads performance by ad format to set benchmarks for CTR and save rate
* Pull Pinterest ads performance by interest category to set engagement benchmarks
* Identify campaigns that are underperforming significantly in terms of:
- Save rate (most important Pinterest metric)
- CTR (secondary but still important)
- Closeup rate (indicates interest)
* Check if low engagement correlates with:
- Pin age (Pins older than 3 months often fatigue)
- Aspect ratio issues (2:3 performs best)
- Lack of lifestyle imagery vs product-only shots
* Output a summarized message with findings, summarized bullets to support it and a one sentence line to wrap it up. List the campaign, its save rate/CTR vs benchmarks.
Creator
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