Google Analytics is the source we use for traffic metrics in the Raptive dashboard. To understand how the Performance by traffic source report allocates Pinterest and Direct traffic and revenue, it helps to understand how Google Analytics defines those traffic sources.
In 2023, a Google Analytics reporting issue caused traffic from the Pinterest Android app to appear under Direct instead of under Pinterest in Performance by Traffic Source. At that time, we moved the corresponding revenue from the Pinterest Android app to also appear under Direct, so as not to skew RPM metrics.
Google released a fix in early 2026 to address this issue and correctly attribute all Pinterest traffic. As of May 5, 2026, you will see traffic and revenue from the Pinterest Android app appear back under Pinterest instead of Direct.
This update gives you a more accurate view of performance for both Pinterest and Direct traffic sources. It applies only to data going forward and doesn’t backfill historical data.
As of May 5, 2026:
- Pinterest includes revenue and traffic from the Pinterest app on iOS and Android, as well as web browsers
- Direct no longer includes revenue and traffic from the Pinterest Android app
- Overall revenue and traffic haven’t changed, but you may notice a shift in your metrics from Direct to Pinterest
Because this update applies only to data going forward, historical Pinterest Android app traffic and revenue may still appear differently in past reporting periods.