For years, Pinterest was the mood board. Now it’s the cash register too

Open up your latest media plan. You’ll probably see a familiar pattern. Channels that drive discovery are often judged on awareness metrics, not on the downstream business impact they can create. That feels sensible, until you look at when people actually choose what goes into the basket. 
Those decisions often happen earlier, while someone is still planning, comparing and building a shortlist. If you only measure those early moments on recall or reach, you miss the sales they unlock later. This is where Pinterest fits.