A client in the fintech industry is running a conversion campaign and wants to know the incremental impact of its ads on Pinterest, particularly in understanding the direct influence of these ads on user actions and conversions. The client has set its bid type to cost per action (CPA), and it has configured its tag with the page visits event and a custom event. Which measurement solution should the media planner recommend?

A Conversion Lift study is the most appropriate measurement solution because it directly measures the incremental impact of Pinterest ads on conversions by comparing a test group exposed to ads with a control group that isn't. This methodology provides a clear understanding of the ads' direct influence on user actions, aligning with the client's goal of understanding incremental impact. A Sales Lift study is similar but typically focuses on sales revenue, which might be too narrow for a fintech client interested in broader "user actions and conversions." A Brand Lift study measures changes in brand perception metrics like awareness or recall, not conversion impact. A custom report in Ads Manager provides performance data but cannot establish incrementality or a causal link between ad exposure and conversions.