What Is the Difference Between Metrics Ending in _1 and _2?

Question

Why do some Pinterest Ads metrics end in _1 or _2, and what do those suffixes indicate?

Environment

Connector: Pinterest Ads

Answer

Pinterest uses the suffixes _1 and _2 to distinguish between paid and organic engagement events generated by your promoted pins.

Metrics ending in _1 represent direct (first-order) events that occur due to your paid ad campaign. However, metrics ending in _2 represent earned (second-order) organic events that happen after someone interacts with your ad, such as when a user saves or repins your ad, leading to additional exposure.

For example, IMPRESSION_1 counts the number of times promoted pins are shown due to your ad spend, and IMPRESSION_2 counts the number of times they're shown organically after being shared by others.