Pinterest Conversions API

Thanks to the release of Pinterest Conversions API, implementing server-side tracking for this platform became possible. Pinterest CAPI is an excellent way to increase the accuracy of conversion tracking and, as a result, get a better return on investment for paid advertising.

This blog post will explain the benefits of Pinterest CAPI and how the Stape Pinterest Conversions API tag for server GTM works.

The Pinterest Conversions API offers several compelling benefits for advertisers looking to optimize their campaigns:

The Pinterest Conversions API allows advertisers to send server-side conversion events directly to Pinterest, bypassing limitations commonly found with browser-based tracking. By integrating this API, you can track actions like purchases, sign-ups, and other conversions more reliably.

Here’s a breakdown of the technical flow, as outlined in Pinterest's official documentation:

Pinterest Tag is a client-side tracking tool that collects user interactions directly from the browser, allowing advertisers to monitor actions like page views and conversions. In contrast, Pinterest Conversions API (CAPI) operates server-side, sending event data directly from your server to Pinterest. 

This server-to-server setup improves data accuracy by bypassing browser limitations such as ad blockers and cookie restrictions. While the Pinterest Tag is easier to implement and captures real-time user behavior, the Pinterest Conversions API offers more reliable and comprehensive tracking, especially important in environments with growing privacy restrictions. If you choose to combine both methods, event deduplication becomes essential to avoid double-counting and ensure accurate reporting.

To set up Pinterest Conversions API, you will need to set up a GTM server-side container, as well as a web container.

Pinterest recommends using both browser and server tracking. Below, we will use the server Google Tag Manager container to set up Pinterest Conversions API. Please note that you should have a data stream from the web to the server container - this can be done with either GA4 or Data Tag/Data Client.

To implement Pinterest CAPI, begin by configuring the Pinterest tag in your web Google Tag Manager container. This involves setting up the Base Code event and any additional events you wish to track. It's crucial to note that web and server containers require different Pinterest IDs:

After configuring the web container, proceed to set up the Pinterest Conversions API in your server GTM container.

1. Download the Pinterest tag from GitHub and unzip the file.

2. Import the Pinterest Tag in server GTM. Go to Templates → Tag Templates → New → three dots in the right upper corner → Import.

3. Go to the Tags section, create a new tag, and choose the one uploaded to the server GTM in the previous step as a tag type.

4. Configure the Pinterest tag.

4.1 Select Action Source - web, offline, Android or iOS app. 

4.2 Choose Event Name Setup Method:

4.3 Add Pinterest Advertiser ID - to find it, login to your Pinterest Ad account → click Settings in the top left corner -> under the Manage Business category, click Conversions → choose the Set Up API page from the left-hand navigation. In the block called “Generate conversion access token,” you'll see your Ad account name and Pinterest Advertiser ID. Copy and paste this ID to the tag in the server container.

4.4 Add API Access Token - in the same block as the Pinterest Advertiser ID, click "Generate new token" to get your API access token.

4.5 (Optional) Check the following boxes:

5. Add advanced configuration for a Pinterest tag.

5.1 Server Event Data Override - select from a list of custom data.

The frequently asked question for this section is how to add an Event ID. The Event ID is automatically grabbed from event data, or you can redefine it in tag settings.

5.2 User Data - select from a list of user data.

These are user data that Pinterest supports:

5.3 Custom Data - select from a list of product data.

Along with events, you can send such custom data:

5.4 Logs Settings - choose if you want to log requests to your stape account. This feature is handy when setting up server-side tagging since it allows seeing incoming and outgoing requests and network responses.

Below is an example of a configured tag:

6. Add the trigger for a tag.

You can test the setup as usual in Google Tag Manager. Click on Preview, trigger the event, and check whether the tag has fired.

Find out more about debugging and monitoring server-side tracking configuration in our guide.

1. Does Pinterest offer reliable conversion tracking?

Yes, the Pinterest Conversions API allows you to track conversions accurately, even with ad blockers or cookie restrictions, providing a clearer view of campaign performance.

2. What is the conversion rate for Pinterest?

Conversion rates on Pinterest vary by industry but tend to be higher for niches like home improvement and retail. The Pinterest Conversions API ensures accurate tracking of conversions like purchases or sign-ups, even when traditional methods like browser-based tracking fail. By leveraging server-side tracking, it provides more reliable data, which leads to better audience targeting and ultimately a higher conversion rate.

3. Is the Pinterest Conversions API GDPR-compliant?

Yes, the Pinterest Conversions API is GDPR-compliant. It requires hashed user data (e.g., emails) to protect user privacy. Businesses must also obtain consent from users before sending any data for tracking.

4. Are there any limitations when using the Pinterest Conversions API?

With help of Pinterest Conversions API tag, you can easily track web conversion events. Also you can choose any other action source that better fits your needs - offline conversions or app (iOS and Android) events. When the conversion event occurs, it will be recorded and thanks to the server-side tracking, you will get more reliable data.

The Pinterest tag configuration is easy and straightforward, especially if you have set up the Facebook Conversions API. If you have any questions, feel free to contact Stape's support.