On April 1, 2025, we will be updating the Attribution Window setting for Pinterest Ads to match changes on the platform. Pinterest will be aligning their conversion reporting to the industry standard and removing the "Engagement" part of the attribution window, leaving just "Clicks" and "Views". The announcement about the changes can be found here.
Overview of the changes
We will be updating the labels of the Attribution Window setting to remove the "Engagements" part, as well as updating the conversion attribution behavior to match. Here’s a guide showing the changes to all the currently available options:
| Old setting label | New setting label | Notes |
|---|---|---|
60 d click + 60 d engagement + 60 d view | 60 d click + 60 d view | |
| 60 d click + 60 d engagement + 30 d view | 60 d click + 30 d view | |
| 60 d click + 60 d engagement + 7 d view | - | Removed. Use 60 d click + 7 d view |
| 60 d click + 60 d engagement + 1 d view | - | Removed. Use 60 d click + 1 d view |
| 60 d click + 30 d engagement + 30 d view | - | Removed. Use 60 d click + 30 d view |
| 60 d click + 30 d engagement + 7 d view | - | Removed. Use 60 d click + 7 d view |
| 60 d click + 30 d engagement + 1 d view | - | Removed. Use 60 d click + 1 d view |
| 60 d click + 7 d engagement + 7 d view | - | Removed. Use 60 d click + 7 d view |
| 60 d click + 7 d engagement + 1 d view | - | Removed. Use 60 d click + 1 d view |
| 60 d click + 1 d engagement + 1 d view | - | Removed. Use 60 d click + 1 d view |
| 30 d click + 60 d engagement + 1 d view | - | Removed. Use (Default) 30 d click + 1 d view |
| 30 d click + 30 d engagement + 30 d view | 30 d click + 30 d view | |
| 30 d click + 30 d engagement + 7 d view | 30 d click + 7 d view | |
| 30 d click + 30 d engagement + 1 d view | (Default) 30 d click + 1 d view | |
| 30 d click + 7 d engagement + 7 d view | (Deprecated) 30 d click + 7 d engagement + 7 d view | Will still work. Use 30 d click + 7 d view instead |
| 30 d click + 7 d engagement + 1 d view | (Deprecated) 30 d click + 7 d engagement + 1 d view | Will still work. Use 30 d click + 1 d view instead |
| 30 d click + 1 d engagement + 1 d view | (Deprecated) 30 d click + 1 d engagement + 1 d view | Will still work. Use 30 d click + 1 d view instead |
| 7 d click + 7 d engagement + 7 d view | 7 d click + 7 d view | |
| 7 d click + 7 d engagement + 1 d view | 7 d click + 1 d view | |
| 7 d click + 1 d engagement + 1 d view | (Deprecated) 7 d click + 1 d engagement + 1 d view | Will still work. Use 7 d click + 1 d view instead |
| 1 d click + 1 d engagement + 1 d view | 1 d click + 1 d view | |
| 7 d click | 7 d click | |
| 1 d click | 1 d click | |
| - | 60 d click + 7 d view | New |
| - | 60 d click + 1 d view | New |
Note that the backend text of setting will remain the same, but it will behave as its new version. For example, "60 d click + 60 d view" will still be represented as ATTRIBUTION_WINDOW_60_60_60, but will behave as 60 day click + 60 day view.
Example of what the settings options will be with all the above changes:
What you need to do
No direct action is needed. Existing queries and transfers will continue to work with old settings. We will be adjusting the behavior behind-the-scenes so that they resolve to their correct "Click" and "View" versions. However, you can update to the non-deprecated versions if you are using those.
Please note that as the "Engagement" part of the attribution calculation is going away, conversion values may no longer align with their historical values. Backfilling or updating older data will cause them to align with the current behavior after April 1, 2025 and lose their historical reference to the Engagement version of the value.