Benchmarks
Pinterest Ads Benchmarks 2026: CPM, CTR & What the Data Says
Last updated: November 2026 · Data period: 2025–2026 (directional vendor figures), plus Pinterest earnings for Q2–Q3 2026
Pinterest is a planning platform. People come to save ideas for a kitchen, a wedding or next week's dinners, often before they have picked a brand. That makes it attractive for advertisers, and it makes "average" performance hard to pin down.
Here is the honest starting point for 2026: there is no large, methodology-disclosed Pinterest Ads benchmark dataset for 2025–2026. We compiled the most reliable 2025–2026 benchmark sources we could find. For Pinterest, that means a few directional vendor figures plus Pinterest's own earnings and product claims.
This guide covers what that data does and doesn't tell you, what Pinterest's earnings say about 2026 pricing, and how to set your own baseline. Looking for last year's numbers? See the 2025 edition.
Key takeaways
Data caveat: there is no large, methodology-disclosed Pinterest Ads benchmark dataset for 2025–2026, so every published Pinterest average should be treated as directional.
Pinterest-reported ad pricing fell 4% year over year in Q3 2026, while ad impressions grew 17%, according to Pinterest earnings via PPC Land.
Directional vendor figures put the median Pinterest Ads CTR at 0.50%, CPC at $1.50 and CPM at $5.10 ("2026 edition", region not stated, benchmarketing.org).
In benchmarketing.org's directional 2026 industry split, median Pinterest CTR ranges from 0.29% for B2B services to 0.72% for ecommerce (region not stated).
Pinterest's Europe revenue was $193M in Q3 2026, +1% in constant currency, according to earnings coverage by PPC Land.
According to Pinterest, over 72% of impressions are on search surfaces, with more than 80 billion monthly searches (PPC Land).
Why do Pinterest Ads benchmarks matter in 2026?
Benchmarks are a diagnostic tool, not a target. They help you ask:
Am I paying a reasonable price for reach (CPM), given my niche and season?
Is my creative earning attention (CTR), and am I measuring the same kind of click as the benchmark?
Is my landing page or offer the bottleneck (CVR and CPA)?
With Pinterest, the most useful benchmark is the one you build from your own account.
What are the key Pinterest Ads metrics (and how do they connect)?
CPM (cost per 1,000 impressions): spend ÷ impressions × 1,000
CTR (click-through rate): clicks ÷ impressions. On Pinterest, always state which clicks: pin clicks (opening the Pin closeup) or outbound clicks (leaving Pinterest for your site).
CPC (cost per click): spend ÷ clicks
CVR (conversion rate): conversions ÷ clicks
CPA (cost per acquisition): spend ÷ conversions (roughly CPC ÷ CVR)
ROAS (return on ad spend): attributed revenue ÷ spend. Check the attribution window before comparing with other channels.
Saves: a Pinterest-specific intent signal. Saves often lead to visits and purchases later, outside a short attribution window.
The click definition matters: in our research, reported CTRs varied up to roughly fourfold depending on whether pin clicks or outbound clicks were counted.
Pinterest Ads benchmarks by industry (2026): what exists?
No reliable, methodology-disclosed industry split exists for Pinterest in 2025–2026. The figures below come from vendor and benchmark blogs whose methodology we could not verify. They are directional only: don't use them as targets or headline numbers.
Table 1 - Directional Pinterest Ads figures (low-confidence sources)
Metric | Value | Region | Period | Source |
|---|---|---|---|---|
CPM | $4.67 | Not stated | Oct 2025 | |
Median CTR / CPC / CPM | 0.50% / $1.50 / $5.10 | Not stated | "2026 edition" | |
Median CVR / ROAS | 0.80% / 2.30x | Not stated | "2026 edition" |
Note: both sources are vendor blogs with no verifiable methodology, and neither states a region. benchmarketing.org does not state whether its CTR counts pin clicks or outbound clicks. Directional only.
Table 2 - Directional median CTR by industry (low-confidence source)
Industry | Median CTR |
|---|---|
Ecommerce | 0.72% |
Home services | 0.68% |
Education | 0.61% |
Healthcare | 0.55% |
Automotive | 0.48% |
Financial services | 0.38% |
B2B services | 0.29% |
Source: benchmarketing.org, 2026, region not stated, methodology not verifiable. Directional only.
For CPM by niche, Hubfluence (2026, region not stated, directional) lists ranges of $6–12 for home and interiors, $6–11 for weddings, $5–10 for beauty, $3–7 for food and $3–6 for DIY.
What this data is really telling you
The direction is more useful than the decimals. The only industry split available puts ecommerce and home services at the top and financial and B2B services at the bottom.
Aspirational, high-ticket niches cost more to reach. In the Hubfluence ranges, home and interiors and weddings sit above food and DIY.
What do Pinterest's 2026 earnings say about ad pricing?
Pinterest-reported ad pricing fell 4% year over year in Q3 2026 while ad impressions grew 17%, according to Pinterest earnings via PPC Land. Pinterest's quarterly results are the most reliable trend signal available: more impressions, with prices flattening and then falling.
Table 3 - Pinterest ad impressions and ad pricing, year over year (Pinterest-reported)
Quarter | Ad impressions YoY | Ad pricing YoY |
|---|---|---|
Q2 2026 | +16% | +1% |
Q3 2026 | +17% | −4% |
Source: Pinterest earnings, via PPC Land and the Q3 2026 earnings transcript. Platform-wide, Pinterest-reported.
For advertisers, this points to more supply and softer average pricing in late 2026. Your own CPM can still rise in a competitive niche or season.
Europe notes
Revenue was roughly flat in Q3 2026. Pinterest's Europe revenue was $193M, +1% in constant currency, according to earnings coverage by PPC Land. A pullback by cross-border sellers after de minimis rule changes dragged Europe growth by about 11 points.
European advertisers are still adding Pinterest. In Billy Grace's matched cohort of European advertisers, Pinterest investment rose 42% in H1 2026 versus H1 2025, and three advertisers added Pinterest for every one that dropped it (PPC Land).
Trends and new features for 2025–2026
Performance+ (Pinterest's own figures)
Performance+, Pinterest's automated campaign suite, launched globally on 1 October 2024. These figures are Pinterest's own and not independently verified:
In beta, Pinterest claimed at least a 10% CPA improvement and at least a 15% ROAS increase, based on its internal data from 200 beta advertisers, June–September 2024 (Digiday).
In Q1 2026, Pinterest said Performance+ accounts for 30% of lower-funnel revenue, and that adopters grow lower-funnel spend at nearly 2x the rate of non-adopters (PPC Land).
Pinterest cites a Mejuri A/B test with +46% ROAS and +62% conversions, and says its PinRec recommendation model lowered CPA and CPC site-wide by about 180 basis points (same source).
Search is now the center of gravity
According to Pinterest, over 72% of impressions are on search surfaces, with more than 80 billion monthly searches (PPC Land). Keyword-aware titles and creative matter.
Other launches worth knowing
Top of Search ads and local inventory ads (25 September 2025)
Pinterest Assistant (beta, Q4 2025)
AI bidding on advertiser measurement (Q1 2026)
Promote a Pin (24 March 2026)
tvScientific acquisition (closed Q1 2026) (connected TV)
Industry playbooks: what should you do differently by vertical?
Ecommerce and retail
Test Performance+ against a manual campaign with the same budget and catalog, and judge it on your own CPA and ROAS.
Home, interiors and weddings
Expect higher CPMs in these planning-heavy niches and plan budgets per season.
Use idea-led creative (room styling, mood boards, checklists) and keyword-rich titles for search surfaces.
B2B and financial services
Directional CTR data puts these categories at the low end, so start with a small test budget.
Offer something worth saving (a template, guide or checklist) rather than a hard demo request.
How do you set your own Pinterest baseline?
1) Fix your definitions first
Pick one click definition (outbound clicks are usually the most useful for performance) and use it in every report.
Pick one attribution window and stick to it when you compare Pinterest with other channels.
2) Diagnose with the CPM → CTR → CVR → CPA ladder
High CPM: audience too narrow, or a competitive niche and season. Broaden targeting or test search placements.
Low CTR: creative or keyword mismatch. Test new visuals, titles and formats.
Weak CVR: landing page friction. Check mobile speed and message match with the Pin.
3) Run a 30-day baseline plan
Week 1: launch with broad targeting and 3–5 creative variations; record CPM, outbound CTR, CPC and saves.
Week 2: test search-intent keywords and titles against your week 1 baseline.
Week 3: test Performance+ against a manual campaign with an equal budget.
Week 4: retarget engagers and savers, then lock in your CPA and ROAS baseline.
4) Track your trend, not just the snapshot
Compare your monthly CPM with Pinterest's reported pricing trend. If platform pricing fell and your CPM rose, look at your audience, niche or creative.
Frequently asked questions
What is a good CTR for Pinterest Ads in 2026?
No reliable, methodology-disclosed CTR benchmark exists for 2025–2026. A directional vendor figure puts the median at 0.50% ("2026 edition", region not stated, benchmarketing.org), but it doesn't say whether pin clicks or outbound clicks are counted, so build your own outbound CTR baseline.
How much do Pinterest Ads cost in 2026?
Directional figures put the median CPM at $5.10 and CPC at $1.50 (benchmarketing.org, "2026 edition", region not stated), and Focus Digital reports a $4.67 CPM for October 2025. By niche, Hubfluence (2026, directional) lists CPM ranges from $3–6 for DIY to $6–12 for home and interiors.
Are Pinterest ad prices going up or down in 2026?
Down on average: Pinterest-reported ad pricing was +1% year over year in Q2 2026 and −4% in Q3 2026, while ad impressions grew 16% and 17%, according to Pinterest earnings via PPC Land. Your own CPM can still rise in a competitive niche or season.
What is a good ROAS for Pinterest Ads?
No reliable ROAS benchmark exists; the only figure we found is a directional median of 2.30x from benchmarketing.org ("2026 edition", region not stated, methodology not verifiable). Pick one attribution window and lock in your own CPA and ROAS baseline instead.
Are Pinterest Ads worth it for B2B?
Usually only as a small test: in benchmarketing.org's directional 2026 industry split, B2B services (0.29%) and financial services (0.38%) have the lowest median CTRs. Offer something worth saving, such as a template or checklist, rather than a hard demo request.
Are there Pinterest Ads benchmarks for Europe or the Netherlands?
No reliable Pinterest benchmark exists for Europe or the Netherlands, so set your own baseline per market. What is known: Pinterest's Europe revenue was $193M in Q3 2026, +1% in constant currency (PPC Land), and European advertisers in Billy Grace's matched cohort raised Pinterest investment 42% in H1 2026 versus H1 2025 (PPC Land).
Conclusion: what "good" Pinterest performance looks like in 2026
Pinterest benchmarks are thin, and anyone presenting precise industry averages for 2026 should show their methodology. What we do know: impressions are growing, Pinterest-reported ad pricing fell 4% year over year in Q3 2026, search dominates the platform, and Pinterest says its automation is working. Use directional figures to sanity-check your range, define your clicks and attribution window, and build your own baseline.
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More 2026 ad benchmarks
Comparing channels? See all headline numbers side by side on our Ad Benchmarks 2026 hub, or jump to another guide in the series:
