Pinterest Ads benchmark data for 2026. Compare performance by channel, industry, and metric.
| Metric | Median | 25th percentile | 75th percentile | Elite |
|---|---|---|---|---|
| CTR (click-through rate) | 0.50% | 0.25% | 0.95% | 1.5%+ |
| CPC (cost per click) | $1.50 | $0.70 | $2.90 | <$0.30 |
| CPM (cost per 1,000 impressions) | $5.10 | $2.60 | $9.80 | <$1.50 |
| CVR (conversion rate) | 0.80% | 0.30% | 1.80% | 3%+ |
| ROAS (return on ad spend) | 2.30x | 1.1x | 4.0x | 6x+ |
| Industry | Median | 25th percentile | 75th percentile |
|---|---|---|---|
| Ecommerce | 0.72% | 0.36% | 1.27% |
| Home Services | 0.68% | 0.34% | 1.20% |
| Healthcare | 0.55% | 0.28% | 0.97% |
| Education | 0.61% | 0.31% | 1.08% |
| Automotive | 0.48% | 0.24% | 0.85% |
| Financial Services | 0.38% | 0.19% | 0.67% |
| B2B Services | 0.29% | 0.14% | 0.51% |
The Benchmarketing 4-Band Method. The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Where the numbers come from. The figures on this page come from the Benchmarketing benchmark dataset — thousands of curated benchmark observations across channels, industries, and US metro areas. Every statistic traces to a named source: WordStream Google Ads Benchmarks (2024), Meta Business Insights (2024), HubSpot Email Marketing Report (2024), Unbounce Conversion Benchmark Report (2024), Databox Marketing Benchmark Report (2024), Benchmarketing Platform Data (2023–2024). Benchmarketing does not publish anonymous "studies show" figures.
The Benchmarketing position. Beating the cross-industry average for Pinterest Ads is a vanity milestone, not a target. Compare your number to the P25–P75 band for your specific industry and channel; if you are above average but below your industry's P75, you are leaving performance on the table.
The average Pinterest Ads CTR is 0.50%. Ecommerce (0.72%) and Home Services (0.68%) lead due to Pinterest's intent-driven, save-to-buy behavior. B2B verticals (0.29%) underperform significantly - Pinterest's audience is primarily consumer-focused.
Pinterest CPM averages $5.10 - among the lowest of major ad platforms. For visually-driven ecommerce and home/lifestyle categories, Pinterest delivers strong ROAS (2.30x median) at low CPM. The caveat: Pinterest audiences are earlier in the purchase journey, requiring longer attribution windows.
Promoted Pins that look native (not ad-like) perform best. Vertical images (2:3 ratio), lifestyle imagery, step-by-step content, and seasonal themes consistently outperform standard ad creative. Pinterest users actively seek inspiration, so content that answers "how" or "ideas for" has naturally high engagement.
Pinterest recommends a 30-day click attribution window, vs. the standard 7-day used on Meta. Pinterest purchase journeys are longer because users save Pins and return later. Using a 7-day window significantly understates Pinterest's contribution to revenue.