Pinterest had emerged as a meaningful driver of demand for Semaine Health, with its share of ad budgets continuing to grow. But with Semaine's non-linear customer journeys across both their DTC site and in-store, the team had a hunch that Pinterest's contributions were being undervalued.
To establish a causal baseline, Semaine partnered with WorkMagic to run a pause-to-measure (PTM), 3-cell incrementality lift test, measuring Pinterest Consideration ads, Conversion ads, and their combined impact simultaneously.
The test revealed meaningful incremental lift, a dominant off-DTC halo effect, and strong new-customer contribution — giving Semaine a clearer understanding of Pinterest’s real role in its growth mix.
Key Takeaways
Consideration ads alone drove an 11.5% increase, while Conversion ads alone delivered a 13.4% increase.
Combined, Pinterest delivered a strong 12.4% incremental lift for the brand.
87% of Pinterest-driven conversions occurred outside DTC, including 52% on Amazon and 34% on Walmart
50% of incremental sales came from new customers, reinforcing Pinterest’s role in customer acquisition
“We went into this wanting clarity on incrementality. What we uncovered was bigger than expected — Pinterest was driving a double-digit lift overall, and nearly 90% of those conversions were happening outside our DTC channel, primarily on Amazon and Walmart. Without a causal test, we would have missed the majority of that impact. WorkMagic allowed us to measure the full business effect without disrupting our ongoing marketing efforts.”
About Semaine Health
Semaine Health was founded by husband-and-wife duo Lauren and Matt, driven by their personal journey to find better solutions for hormone health. After Lauren’s struggle with severe period pain and a diagnosis of endometriosis, the couple set out to create an alternative to short-term pain management that addressed symptoms more holistically.
As Semaine has scaled across an omnichannel retail footprint, the brand continues to focus on understanding how demand is created across channels — not just where conversions occur.
Evaluating different Pinterest ad objectives with minimal operational impact
Semaine was actively running both Pinterest Consideration and Conversion ads, with each tactic serving a different role in driving demand. Consideration ads supported discovery and education, while Conversion ads captured demand closer to purchase.
However, click-based attribution models struggled to accurately and granularly reflect Pinterest’s impact. Long consideration cycles, delayed conversions, and non-linear purchasing paths made it difficult to isolate the performance of individual ad objectives, as well as their combined incremental impact.
Before continuing to invest, the Semaine team wanted a clearer, more granular picture of the impact of both upper-funnel Consideration campaigns and lower-funnel Conversion campaigns, while minimizing operational impact.
A pause-to-measure, 3-cell incrementality lift test
To establish a clear baseline for Pinterest, Semaine ran a pause-to-measure (PTM) geo-based lift test with WorkMagic.
A PTM lift test allowed Semaine to keep the majority of Pinterest ads running while pausing only a small, representative holdout group. By comparing exposed and holdout markets, the test isolated Pinterest’s incremental impact without materially disrupting overall performance.
At the same time, the test's 3-cell design allowed Semaine to understand both blended and individual performance for the Consideration and Conversion ad objectives.
WorkMagic identified an 87% halo effect that was previously missed by click-based attribution
Within three weeks, Semaine Health had its answer:
Both Pinterest ad objectives delivered statistically meaningful incremental lift: Consideration ads alone drove an 11.5% increase, while Conversion ads alone delivered a 13.4% increase. Combined, Pinterest had delivered a strong 12.4% incremental lift for the brand.
Pinterest also played a meaningful role in new customer acquisition. 50% of incremental sales came from new customers, showing that the channel wasn’t simply re-capturing existing demand, but actively driving net-new customer growth.
Where conversions actually happened
As an omnichannel brand, Semaine's team had expected a sizable halo effect. But they were surprised when the true scope of Pinterest's halo effect came to light — 87% of all incremental conversions were happening outside the brand's DTC store and on secondary channels.
By combining sales data from secondary sales channels with the Designated Market Areas (DMAs) where ads were run, the WorkMagic platform was also able to calculate the halo effect for both Pinterest Conversion and Consideration ads separately.
Pinterest Conversion Ads had driven a 36% halo effect on Walmart and 48% on Amazon, while Pinterest Consideration showed an even stronger halo effect — 33% on Walmart, and 57% on Amazon, for a combined 90% halo effect.
Semaine’s large halo effect highlighted Pinterest’s role in driving upper funnel demand that ultimately converts into downstream value that would have been largely invisible under click-based attribution.
How incrementality provided clarity
The incrementality tests further revealed Pinterest's contributions by recalculating key metrics like incremental cost per acquisition (iCPA) and iROAS with the halo effect now included.
For example, looking at iROAS, WorkMagic found that:
Conversion Ads: iROAS was 12.1× higher than when measured using last-click attribution
Consideration Ads: iROAS was 38.6× higher than when measured using last-click attribution
Combined together, iROAS was 17.3× higher than last-click ROAS.
Next steps
The test validated the combined use of Consideration and Conversion ads, uncovered substantial off-DTC halo effects, and clarified how Pinterest contributes to both customer acquisition and downstream sales.
Most importantly, incrementality replaced assumptions with evidence — giving the Semaine team confidence to continue investing in Pinterest with a clear understanding of what the channel is actually driving across their business.
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