Overview of Pinterest Conversions API (CAPI)

The Pinterest Conversions API (CAPI) is a server-side tracking solution that lets you send conversion events directly from your server to Pinterest. Instead of relying only on browser-based tracking (which can be blocked or limited), this API gives you more reliable and accurate data. It works similarly to Facebook’s and TikTok’s server-side tracking tags.

With Pinterest CAPI, you can track key actions users take (page views, purchases, form submissions, app events) and connect them to your Pinterest ads. This helps improve targeting, reporting, and overall campaign performance.

• Better conversion tracking - server-side tracking captures more data by avoiding browser limitations like ad blockers or cookie restrictions.
• Improved ad performance - more accurate conversion data helps Pinterest’s algorithm deliver your ads to people who are more likely to convert.
• Custom audience creation - use tracked user actions to build more precise retargeting lists.
• Increased return on ad spend (ROAS) - with clearer performance data, you can make smarter budgeting and bidding decisions.
• Flexible action source - whatever fits your business needs: track web conversions, in-app events (iOS/Android), or offline conversions.

The main difference between Pinterest CAPI and the Pinterest tag is how they collect and send data. The Pinterest tag is a client-side tracking tool, meaning it runs directly in the user’s browser when they visit your website. However, this method can be affected by browser limitations, ad blockers, or privacy features like iOS 14, which can result in lost or incomplete data.

On the other hand, Pinterest CAPI is a server-side tracking solution. Instead of relying on the user’s browser, it sends data from your server to Pinterest. This method is more reliable and less affected by browser restrictions. CAPI is especially useful for improving ad performance, audience targeting, and campaign reporting by providing Pinterest with cleaner and more consistent data.

Pro tip: Pinterest recommends using both the Pinterest tag and Conversions API simultaneously. This guarantees better tracking and insights into your conversions. If you do so, be sure to configure event deduplication.