Pinterest Audience Sync

Pinterest Ads works best when you clearly define who your campaigns should reach. RetentionX helps you turn customer segments into Pinterest audiences that stay accurate and automatically up to date.

RetentionX also supports Pinterest’s Conversion API, which serves a different purpose. While audiences represent groups of people used for targeting or exclusions, the Conversion API sends events (such as high-value purchases) to Pinterest to improve measurement and optimization.

By syncing audiences from RetentionX, you can re-engage existing customers, exclude specific groups from campaigns, or expand your reach using actalike audiences—without manual updates.

How it Works

To create custom audiences, RetentionX pushes all customers belonging to a segment to Pinterest - of course, in an encrypted form. Pinterest can then identify these customers by their email address.

After connecting your Pinterest account to RetentionX, it's more than easy to sync your audiences.

1. Navigate to Customer Segments.

2. Hover over Create Audience for the segment you want to use as audience

3. Choose Pinterest.

4. Select the ad account for which you want to create the audience.

5. Confirm by clicking Create Audience.
   

6. As you might have access to multiple ad accounts, choose the account where the audience should be created. The same segment can be used across multiple ad accounts.
   

7. Confirm by clicking Create Audience.

Where to Find Your Audiences in Pinterest

RetentionX creates and updates your audiences overnight. Once an audience has been created, you can find it directly in your Pinterest Ads account the next morning.

Open Pinterest Ads, navigate to Ads → Audiences. The audience name will match the segment name used in RetentionX and will include the prefix [RX][Brand Name], making it easy to identify.

Once synced, RetentionX audiences can be used to:

• Target specific customer groups with tailored campaigns

• Exclude customers from campaigns to avoid wasted spend

• Create lookalike audiences based on high-value or high-intent customer segments

This makes Pinterest particularly effective for re-engagement, repeat purchases, and controlled prospecting using first-party data.

Audience Updates

When a segment is created as a dynamic segment, it is recalculated daily in RetentionX. Any changes to the segment are automatically reflected in the connected Pinterest audiences.

Customers who newly qualify for the segment are added to the audience, while customers who no longer qualify are removed—without any manual updates. This ensures your campaigns always reach the right customers as behavior changes over time and helps you stay in control of your marketing budget.

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