What is the Pinterest tag?

The Pinterest tag is a piece of code that you add to your website which lets Pinterest track visitors to your site as well as the actions they take on your site after seeing your Pinterest ad. This enables you to measure how effective your Pinterest ads are by understanding the actions people take, also known as conversions, on your website after seeing or engaging with your ad.

There are two main components of the Pinterest tag:

  • Base code: The base code is the foundation of the Pinterest tag and has to be placed on every page of your website
  • Event code: Event codes have to be placed on pages where you want to track specific conversions, taken by people on your website
  • Through our tag or otherwise, we may read and store information set by your first-party cookies, Pinterest cookies, or otherwise provided or made accessible by you, in local storage to improve matching for you.

    Why should I install the Pinterest tag?

    If you add the Pinterest tag to your website, you’ll be able to:

  • Track and optimise conversions
  • Measure campaign performance 
  • Build audiences for targeting
  • Become a verified merchant
  • Access Conversion Insights 
  • How do I install the Pinterest tag?

    There are three ways to install the Pinterest tag:

  • You can install the tag yourself manually
  • We can email the instructions to your technical support and they can install it for you
  • You can use a tag manager or platform integration such as:
    • Google Tag Manager
    • Shopify
    • WordPress via Pixelyoursite
    • WooCommerce
    • Weebly (log in to Weebly for instructions)
    • Premmerce
    • Magento via Apptrian
    • Ecwid
    • BigCommerce
    • Tealium
    • Squarespace
  • The steps below are a general overview of the process that you or your developer would follow to install the Pinterest tag. See the rest of our related Pinterest tag articles for more details and exact steps. Note: the steps below assume that you’re using JavaScript and HTML.

    1. Set up Ads Manager

    You need to have a Pinterest business account and access to Ads Manager to install the Pinterest tag. You’ll start the process of installing your tag from the Conversions page of Ads Manager.

    2. Add the Pinterest tag to your website

    Copy your base code from the Conversions page of Ads Manager and place it in the <head> tag of your website’s HTML. Copy the event codes for the conversions you want to track from the Conversions page of Ads Manager and place it on the pages of your website you want to track. For example, you can place the “Checkout” event code on the order confirmation page to track orders through the Pinterest tag.

    3. Enable optional Enhanced Match

    Enable Enhanced Match to see more conversions by tracking actions on your website when there’s no Pinterest cookie present. It sends back secure, hashed email addresses with your conversions to increase the match rate of events on your website to people using Pinterest. Enhanced Match also lets you track cross-device checkouts, which otherwise cannot be done. This is optional.

    4. Verify the Pinterest tag

    Verify the Pinterest tag to make sure it’s working correctly. You can do this by downloading the Pinterest Tag Helper Chrome extension, visiting the Test Events page, or by verifying it through the Conversions landing page of Ads Manager.

    5. View paid conversion reporting

    View conversion reporting in the Reporting section of Ads Manager to see how many conversions happened as a result of people engaging with your ads on Pinterest.

    6. View organic conversion reporting

    View Conversion Insights in the Analytics section of Ads Manager to measure the total impact of your organic Pins, as well as your ads, on site traffic and online checkouts.

    What's the next step?

    To get started with installing the Pinterest tag, read our article Add the base code which explains how you can use a partner integration, email instructions to your developer or start the process yourself.

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