A beauty brand ran an awareness campaign on Pinterest with successful reach and CPM KPIs. They want to measure the strength of category interests for people who have seen and engaged with the brand’s Pins compared to Pinterest’s total audience for a future campaign. What metric should the media planner use? (select one)

The selected answer is correct because the Affinity score is the specific metric within Pinterest Audience Insights that measures how much more likely a given audience is to be interested in a specific category or topic compared to the average Pinterest user. While engagement metrics like outbound clicks, saves, and engagements track direct interactions with Pins, they do not provide a relative comparison against the total platform audience. By analyzing the affinity score, the media planner can identify which specific beauty sub-categories—such as "skincare routines" or "vegan makeup"—resonate most strongly with their exposed audience, allowing them to refine their future targeting strategy based on actual user interests rather than broad assumptions.