Pinterest Inc. published a new research report on April 22, 2026, providing a detailed analysis of the return on investment (ROI) for consumer packaged goods (CPG) brands leveraging its advertising platform. The study, conducted in partnership with third-party measurement firms including Nielsen and Kantar, evaluated the performance of Promoted Pins and shoppable ad formats across several major CPG categories, including food and beverage, beauty, and household products.
According to the report, CPG brands on Pinterest saw an average ROI that was 32% higher than the industry benchmark for standard social media platforms. The research highlighted that for every dollar spent on Pinterest advertising, CPG brands generated an average of $4.50 in incremental sales. This figure represents a significant increase from previous internal assessments and underscores the platform's effectiveness in moving users from the discovery phase to a completed purchase.
Bill Ready, Chief Executive Officer of Pinterest, stated that the findings validate the company's long-term strategy of integrating commerce directly into the user experience. Ready noted that the platform's unique position as a destination for inspiration allows it to capture intent earlier in the consumer journey than traditional social networks. He emphasized that the data shows a clear link between the visual discovery process and physical retail outcomes for CPG partners.
The study specifically analyzed the impact of Pinterest’s Direct Links and Mobile Deep Links features, which were expanded over the past year. These tools allow users to transition from a Pin to a brand’s checkout page with fewer clicks. The research found that campaigns utilizing these direct-to-purchase features saw a 25% higher conversion rate compared to standard image ads. Furthermore, the report indicated that 70% of the sales lift attributed to Pinterest occurred within the first seven days of a user interacting with a Pin.
In terms of category-specific performance, the beauty and personal care sector recorded the highest gains, with an ROI 40% above the social media average. Food and beverage brands followed closely, reporting a 28% higher ROI. The study also noted that Pinterest ads drove a 12% increase in brand loyalty, measured by repeat purchase behavior within a 90-day window following the initial ad exposure.
The release of this data follows Pinterest’s recent efforts to enhance its measurement suite for advertisers. The company recently introduced the Pinterest Performance Shield, a set of tools designed to provide real-time attribution and privacy-safe data sharing for large-scale advertisers. This ROI study serves as a foundational component of Pinterest’s pitch to global CPG conglomerates as they finalize their advertising budget allocations for the upcoming fiscal year.