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 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.