Find underperforming Pinterest campaigns that need budget cuts
Analyze 4 weeks of campaign performance against category and format benchmarks to surface budget reduction opportunities
Underperforming campaigns might be wasting 40% of your Pinterest budget on audiences browsing but never buying
This template identifies Pinterest conversion and shopping campaigns consistently underperforming against ROAS benchmarks across interest categories and formats. It analyzes 12 weeks of data focusing on the last 4 complete weeks, calculating how much budget is trapped in campaigns that miss Pinterest's unique user behavior patterns and shopping intent signals.
Why this matters
Pinterest campaigns fail differently than other platforms—users save content for future purchase, making standard optimization tactics ineffective. A campaign with 0.5% CTR but 4% save rate might actually outperform one with 1% CTR but 0.5% save rate in the long run. Broad interest targeting like "Women's Fashion" often delivers 70% lower ROAS than specific interests like "Bohemian Wedding Dresses" but continues spending because it generates saves without sales. This template catches these Pinterest-specific performance issues.
How to customize
Add save-to-purchase ratio analysis to identify campaigns building consideration but not converting. Include seasonal alignment scores since off-season products dramatically underperform. Set up product catalog feed health checks since Shopping campaign issues often stem from feed problems. Configure different ROAS thresholds for upper vs lower funnel campaigns. Add creative performance metrics like average view time and closeup rates that predict Pinterest conversion likelihood.
Identify underperforming Pinterest conversion and shopping campaigns that you recommend reducing budget on based on ROAS or investigating for optimization.
Follow these steps:
* Pull Pinterest ads performance for the last 12 weeks
* In the analysis only consider conversion and shopping campaigns for the last 4 complete weeks (use the filter)
* Pull Pinterest ads conversions to set a benchmark.
* Pull Pinterest ads conversions by interest category to set a benchmark.
* Pull Pinterest ads conversions by ad format to set a benchmark
* Identify campaigns that are underperforming significantly compared to benchmarks in terms of roas.
* Check if underperformance correlates with:
- Low save rates (<2%) indicating poor creative-audience fit
- Broad interest targeting vs specific interests
- Standard Pins underperforming vs Shopping/Collection formats
- Out-of-season categories (e.g., summer items in winter)
* Output a summarized message with findings, summarized bullets to support it and a one sentence line to wrap it up. In the message state what percentage of budget this budget represents.
Note:
* Shopping campaigns should significantly outperform standard campaigns - if not, investigate product feed issues
* Consider Pinterest's longer purchase journey - immediate ROAS might improve with extended attribution
* Seasonal relevance is critical on Pinterest - flag off-season campaigns
* List out all the campaigns with the recommended action
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