Pinterest conversion API

July 22, 2022
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Pinterest recently released a beta version of Pinterest Conversion API. Implementing 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 possibilities of Pinterest CAPI and how stape Pinterest conversion API tag for server GTM works. 

Pinterest conversion APICopy link to this section

1. Pinterest recommends using both browser and server tracking.

2. Supports event deduplication. To deduplicate matching events sent from web and server, Pinterest uses event ID.

3. Pinterest CAPI supports standard and custom events. The list of standard events:

  • add_to_cart
  • checkout
  • lead
  • page_visit
  • search
  • signup
  • view_category
  • watch_video

4. Pinterest CAPI supports real-time server event testing. When you add ?test=true, events are marked as tests; they will not be recorded.

5. Like FB CAPI, Pinterest asks to send user data in a lowercase hashed format. These are user data that Pinterest supports:

  • email addresses
  • phone numbers
  • gender
  • date of birthday
  • last name
  • first name
  • city
  • state
  • zip code
  • country ISO-3166
  • IP address
  • User-agent

6. Pinterest CAPI does not require Access Token. You should use only Pinterest advertiser ID.

7. Together with the event, you can send event and product data 

  • Contents. JSON object that contains product data, it may be item_price and quantity
  • Currency ISO-4217 standard
  • value
  • products IDs
  • Num_items. The total number of products in the event.
  • order_id

How does the Pinterest conversion API tag for server GTM work?Copy link to this section

The logic of stape’s Pinterest CAPI tag is similar to Facebook CAPI or TikTok events API tag. If you already have experience setting up these two, then Pinterest CAPI will be pretty straightforward. 

Event Name Setup Method - select from a list of standard events, add a custom event, or choose to Inherit an event name from a client. When Inherit from client is selected, the Pinterest CAPI tag will try to map events automatically into standard events or use a custom name if it’s impossible to map into a starred event. 

Pinterest Advertiser ID - You can find it by logging into the Pinterest account that owns your advertiser account, then going to "" In the top navigation section, click "Viewing: " and the advertiser id will be the number underneath the ad account name in the drop-down menu. If your Pinterest account has multiple ad accounts, make sure you are choosing the proper one that you want to use for owning your API conversion events. Another way to confirm your advertiser id is to navigate to Ads > Overview and look for the id in the URL path. It will look like: "".

Test request - The events will not be recorded, but the API will still return the same response messages. Use this mode to verify your requests are working and that your events are constructed correctly.

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

User Data - select from a list of user data. 

Custom Data - select from a list of product data. 

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.  

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