An advertiser wants to measure incremental it y from their Pinterest advertising. Which measurement solution should be used?

The selected answer is correct because Pinterest conversion lift is the platform’s dedicated measurement tool for calculating incrementality by isolating the causal impact of ads on bottom-of-funnel actions like purchases or sign-ups. By splitting a target audience into a "test" group that sees the ads and a "control" group that does not, this study determines how many conversions would have occurred naturally versus those directly driven by the advertising efforts. While Brand Lift (2Q or 6Q) measures qualitative shifts in brand perception (like awareness or favorability) and MMM provides a broad, cross-channel strategic overview, only a conversion lift study provides the specific, data-driven "incremental lift" metrics needed to prove the true ROI of a Pinterest campaign.