Enhanced Match

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Enhanced match is an optional modification of your Pinterest Tag to send back secure, hashed email addresses with your conversions. With enhanced match, you can see more conversions by tracking website actions when there's no Pinterest cookie present.

Enable enhanced match in the JavaScript portion of your tag

If you’d like to enable enhanced match, modify your Pinterest Tag base code (not any event code) to include the em parameter in the pintrk() load function. You’ll add the em parameter so that the JavaScript base tag becomes:

<script type="text/javascript">
!function(e){if(!window.pintrk){window.pintrk=function(){window.pintrk.queue.push(Array.prototype.slice.call(arguments))};var n=window.pintrk;n.queue=[],n.version="3.0";var t=document.createElement("script");t.async=!0,t.src=e;var r=document.getElementsByTagName("script")[0];r.parentNode.insertBefore(t,r)}}("https://s.pinimg.com/ct/core.js");

pintrk('load','<YOUR_TAG_ID>', {
 em: '<email_address>',


You’ll need to replace <YOUR_TAG_ID> and <email_address> with your specific information. For instance, here’s how the pintrk() function would appear with static values:

pintrk('load', '0123456789012', {
 em: 'user [at] example.com',

To protect user privacy, the <email address> passed to the pintrk command will be hashed before it is sent to Pinterest.

Note that the JavaScript tag's em parameter accepts both hashed and unhashed email addresses. We handle detection to ensure security and proper storage.

Enable enhanced match in the img pixel portion of your tag

Enhanced match can also be used with the img tag. If you use the img tag, <email_address> will need to be formatted and hashed using the SHA-256, SHA-1 or MD5 algorithm. Also, <email_address> will need to be lower case and have all whitespace removed.

The formatted and hashed <email_address> should be added to every Pinterest Tag img tag URL on your page using the "&pd[em]=<hashed_email_address>" parameter. The em parameter needs to be added to both the base code and the event code img tags.

Here’s an example:

<img height="1" width="1" style="display:none;" alt=""
src="https://ct.pinterest.com/v3/?tid=<YOUR_TAG_ID>&event=<EVENT_NAME>&pd[em]=<hashed_email_address>&noscript=1" />

Remember, you’ll need to replace the <YOUR_TAG_ID>, <EVENT_NAME> and <hashed_email_address> variables with corresponding values or variables on your website. Inserting static values from the JavaScript example above, the img tag becomes:

<img height="1" width="1" style="display:none;" alt=""
src="https://ct.pinterest.com/v3/?tid=0123456789012&event=pagevisit&pd[em]=b4c9a289323b21a01c3e940f150eb9b8c542587f1abfd8f0e1cc1ffc5e475514&noscript=1" />


How are emails sent to Pinterest?

For privacy reasons, our JavaScript tag will hash any unhashed <email_address> in the browser (using SHA-256) prior to sending it to Pinterest. The hashing process turns the value into a short text string that can’t be read by humans.

Pinterest also uses the secure https connection protocol standard to encrypt any data the tag transmits from a browser to our servers.

If a partner is using the img version of our tag, they will need to hash the <email_address> prior to passing it to the tag.

Our img tag should not be used with an unhashed <email_address>, but we will not use or store unhashed values sent through an img tag.

Does Pinterest accept or store raw email addresses?

Pinterest allows partners to pass an unhashed <email_address> through our Pinterest JavaScript tag *only*. If our JavaScript tag detects a raw <email_address>, the JavaScript will hash it before transmitting it to Pinterest. We do not store unhashed values.

If you use our img tag, you will need to hash the <email_address> value using SHA-256, SHA-1 or MD5 before passing it to the tag.

How does Pinterest use hashed email addresses? How long are they kept for?

Once the tag transmits <email_address> to the Pinterest server, Pinterest checks to see if it is associated with an existing Pinterest account.

We delete the <email_address> value after we perform this check.

When are the hashed email addresses used?

A matched hashed email will only be used to match conversions to Pinterest activity.


What's the next step?

Verify the Pinterest tag to make sure everything is working correctly.

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