Pinterest now lets CPG advertisers measure impact of campaigns on in-store sales lift

Anne Freier | January 21, 2020

App Business

Pinterest’s partnership with global market research firm IRI is finally shaping up and advertisers can now measure the impact of their ad campaigns on in-store sales lift.

It’s taken a while to fully implement IRI’s services, but the latest additions ensure that marketers can check which campaigns drove offline sales.

Tracking is an important part of digital campaign management. In fact, more and more marketers want to see the real-world impact of their online campaigns on sites such as Pinterest.

Traditional metrics aren’t great at capturing in-store sales after a customer views a digital ad.

Shopping behaviours can, therefore, be still somewhat of a mystery.

IRI uses store-based data from 500 million shopper loyalty cards to work out incremental in-store sales lift. Claiming to reach 93% of US households, it also provides an overview of ad exposure from Pinterest ads.

However, not all Pinterest marketers will be able to utilise IRI’s measurement tools.

The company specialises on CPG retailers including beauty, health and food.