Pinterest server-side tracking with 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.

Pinterest server side tracking is a way to send conversion events to Pinterest from a server Google Tag Manager container, not only from the browser. You still collect most events on the website, but instead of sending them straight to Pinterest, the data goes through a cloud server first, where you can process, enrich or hash it before it reaches Pinterest.

Adding a cloud server gives you more control over your Pinterest tracking. You can decide what data to send and when to send it; and more events reach Pinterest even when the browser blocks or limits tracking. You can also apply the same tracking rules across different sites and setups. Consent checks can happen on the server too, so only allowed events are sent to Pinterest.

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

• Improved conversion tracking. Tracking conversion events on the server side helps you better understand campaign performance. Such a flow ensures that every conversion event is captured.

• Better ad targeting. Advertisers can refine their ad targeting and placement strategies with access to precise conversion data. Advertisers can improve their conversion reporting and achieve better advertising results by implementing the Pinterest Conversions API.
• Enhanced data accuracy. Server-side tracking bypasses browser limitations, leading to more reliable and accurate conversion data compared to client-side tracking.
• Compliance and privacy. With server-side tracking, advertisers can ensure better compliance with privacy regulations (like GDPR) by controlling how user data is processed and stored.
• Reduced data loss. By sending data directly from the server, the risk of losing valuable tracking information (due to ad blockers, cookie restrictions, or connectivity issues) is significantly reduced.

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:

1. 1.
   Event triggering: conversion events (e.g., transactions and form submissions) are triggered on your website or app. These events are captured by your server, which processes them to collect relevant data.
2. 2.
   Data collection: once the event is triggered, the server collects necessary conversion data, which may include transaction IDs, revenue, product details, or any other relevant information (such as user identifiers like email addresses or phone numbers, all hashed for privacy).
3. 3.
   Secure data transmission: the collected event data is then securely transmitted to Pinterest's servers over HTTPS via the Pinterest Conversions API endpoint. You will use an API key for authentication, ensuring secure communication.
4. 4.
   Event validation and matching: Pinterest verifies the incoming data and checks for any user identifiers (such as hashed emails or phone numbers) that can match a Pinterest user. This process ensures that conversion events are linked to specific user profiles and ads, helping to attribute the conversion accurately.
5. 5.
   Event deduplication: if the same event ID is sent through both Pinterest’s Pixel (client-side) and the Conversions API (server-side), Pinterest automatically deduplicates the events to prevent double-counting. Deduplication only works when the event ID is identical in both sources. Here is the guide on how to set it up properly.
6. 6.
   Attribution and reporting: after the event is processed and attributed, Pinterest updates its reports, linking the conversion to the correct ad campaigns. Advertisers then receive more accurate conversion data, allowing for better optimization and campaign performance tracking.
7. 7.
   Data retention and privacy: Pinterest also follows strict data privacy guidelines, ensuring that user data (especially identifiers like email addresses) is hashed before being sent to their servers.

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 by configuring server-side 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:

• Web GTM: use the Pinterest ID associated with your Pinterest Ad account.
• Server GTM: use a distinct Pinterest Advertiser ID.

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

1. Add the Pinterest Conversions API tag template from the Google Tag Manager Template Gallery.

In your server GTM container, go to Templates → Tag Templates → Search Gallery, then add the Pinterest Conversions API template to your workspace.

2. Go to Tags → New → Tag Configuration, then select the Pinterest Conversions API tag template you've added.

3. Configure the Pinterest tag.

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

3.2 Choose Event Name Setup Method:

• Standard - with this option, you can choose the event from the list (e.g., page_visit, add_to_cart, checkout, etc.)
• Inherit from client - 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 standard event.
• Custom - if you choose this option, you can set up custom event tracking.

3.3 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.

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

3.5 (Optional) Check the following boxes:

• Test Mode - if you check this box, 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 your events are constructed correctly.
• Use Optimistic Scenario - the tag will call gtmOnSuccess() without waiting for a response from the API. This will speed up sGTM response time however your tag will always return the status fired successfully even in case it is not.

4. Add advanced configuration for a Pinterest tag.

4.1 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.

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

These are user data that Pinterest supports:

• Email addresses
• Phone numbers
• Gender
• Date of birthday
• Last name
• First name
• City
• State
• Zip code
• Country
• Maids
• Client IP address
• Client user-agent
• External ID
• Click ID

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

Along with events, you can send such custom data:

• Currency
• Value
• Content IDs
• Contents
• Num items
• Order ID
• Search string
• Opt out type
• Content name
• Content category
• Content brand

4.4 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:

5. Add a trigger for the 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?

• User identifiers are required for accurate tracking, which can cause issues if missing.
• Event processing might have a slight delay, affecting real-time reporting.

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.