Pinterest Ads Analytics: 172 new conversion columns for five event types

On 1 October 2026 Pinterest added five conversion event types to its reporting API: Add Payment Info, Add To Wishlist, Initiate Checkout, Subscribe and View Content. The Analytics report now offers 172 new columns for them, with the same breakdown it already has for events such as Checkout and Add To Cart. Nothing existing was renamed, removed or recalculated.

The new columns

For each of the five events:

• Conversions — event counts: total, click-through, engagement and view-through, overall and split into web, in-app and offline (16 columns)
• Order Value — the value of those events, with the same split (16 columns)
• Order Quantity — the number of items in click-through, engagement and view-through events (3 columns)

The columns are named after the event, for example Click-through Conversions (Add Payment Info) or Web Order Value (View Content), and are listed in the Conversions group. The report already had Conversions (Initiate Checkout), Conversions (Add To Wishlist) and Conversions (Subscribe); they keep their names and values.

What to expect in the data

• Order values are in micro-units of the ad account currency, like the report's other order value columns: divide by 1,000,000 to get the amount.
• Pinterest does not provide a total order quantity for these events in asynchronous reporting, so only the click-through, engagement and view-through quantities are available.
• ROAS, cost per action and conversion rate for these events are not separate columns. Calculate them from the conversion and order value columns and the report's spend.
• Pinterest reports these events only for ad accounts that send them through the Pinterest tag or the Conversions API. For other accounts the columns have no values.