For a campaign focused on driving website traffic, which Pinterest ad format would inherently prioritize click-through rate (CTR) over other engagement metrics?

For a campaign solely focused on driving website traffic, the Standard Pin format inherently prioritizes click-through rate (CTR) above other engagement metrics. A Standard Pin is a single image or video ad that, when clicked, directs the user directly to the specified website. While saves and repins are valuable engagement signals on Pinterest, the primary intended action and measurable outcome for a Standard Pin is a user clicking through to the external website. Other formats like Video Pins or Carousel Pins might aim for a more immersive experience within Pinterest before a click or focus on showcasing multiple products, therefore weighing overall engagement more heavily. Collection Ads prioritize showcasing multiple products within the Pinterest environment, potentially leading to less direct click-throughs initially. Therefore, the Standard Pin format, by its design, is the most direct route to achieving website traffic, making CTR its most important metric.