Here's a clear breakdown of Pinterest Ads Relevancy Score and its significance for advertisers:

1. What Is Pinterest Ads Relevancy Score?

Pinterest assigns a relevancy score (from 1–10) to your ad based on how well it resonates with your target audience.

It measures factors like:

Engagement (clicks, saves, close-ups)

Negative feedback (hides, reports)

Overall performance vs. expectations for your targeting and campaign objectives

2. Why It Matters

Higher relevancy = better performance:

Lower cost per click (CPC) or cost per conversion

Higher engagement and impressions

Better delivery and reach

Pinterest rewards ads that users interact with positively by showing them more often.

3. When It Matters Most

Early optimization: Relevancy score helps identify which creatives or pins resonate with your audience.

Cost efficiency: Ads with low scores often cost more per click and deliver fewer results.

Scaling campaigns: Before scaling budget, aim for ads with higher relevancy to maximize ROI.

4. When It's Less Critical

If your campaign uses broad awareness objectives (e.g., reach campaigns), the score is less important than total impressions.

Long-term campaigns with strong branding may succeed even if individual pin scores are moderate.

5. How to Improve Pinterest Relevancy Score

Target accurately: Use interests, keywords, and audience segments effectively.

Test multiple creatives: Images, titles, and descriptions affect engagement.

Optimize pin copy & visuals: High-quality, relevant, and visually appealing content wins.

Monitor performance: Pause low-performing pins, scale high-performing ones.

Encourage engagement: Pins that invite clicks, saves, or close-ups increase relevancy.

Bottom Line

Pinterest Ads Relevancy Score does matter, especially for cost efficiency and engagement. It's not the only metric to track, but optimizing it can significantly improve ad performance and ROI.