The Pinterest API for Conversions enables advertisers to send conversions directly to Pinterest via a server-to-server connection. Conversions captured with the Pinterest API can then be used for retargeting in campaigns and can be reviewed in conversion reporting for improved conversion visibility.
Through the Pinterest API for Conversions, advertisers can send:
Events can be received in real time or within an hour of the event occurring and being captured. Events received outside this window or as part of a delayed batch event will be counted as offline conversions.
Using the Pinterest API for Conversions along with the Pinterest Tag can help maximise visibility of captured conversions. Our best practice is to use both conversion-capturing solutions to ensure you’re receiving a comprehensive view of your conversion campaign performance.
The Pinterest API for Conversions is one of several products that live within our Pinterest API ecosystem. Anyone with a Pinterest business account will be able to use the Pinterest API for Conversions, but this does not automatically grant access to the wider Pinterest API.
The Pinterest
Anyone with a Pinterest business account has access to the Pinterest API for Conversions.
To get started, first you need to generate an access token. An access token is a string of characters that verifies the requests are being made and sent back to the correct user’s account.
To generate an access token:
If you’re trying to access an account you don’t own, you’ll need to set up Business Access first.
Conversion events: all event types available for capture on the Pinterest Tag are also available via the Pinterest API for Conversions. You can find a full list of the events and further information about their importance in our
Setting up a server-to-server
We strongly recommend using the Pinterest API for Conversions alongside the Pinterest Tag to ensure you’re maximising your conversions.
If you’ve already set up the Pinterest Tag previously, you’ll need to ensure conversions aren’t being counted twice – once through the Pinterest Tag and once through the API.
To achieve this, you’ll need to make sure the parameter event_id is being passed back with conversions captured by both the Pinterest Tag and the Pinterest API for Conversions.
Our system will then recognise the event_ids as duplicates and only retain the first conversion captured. To ensure this deduplication is successful:
Based on that event identifier and the event_name, Pinterest will remove any duplicate events from the record, provided that (a) the event did not take place offline (the action_source is not offline) and (b) Pinterest receives the duplicate events within 48 hours of one another.
Once you’ve finished setting up the API, you can verify that conversion events are being received by checking:
- Log in to your
Pinterest business account - Click Ads in the top menu and choose Conversions
- Select Deduplication from the left navigation.
Resilience is the status of an API for Conversions setup that allows for the highest level of signal matching and attribution. This additional data will help us to provide more accurate reporting as ad industry policies change and evolve.
There are two categories of resilience status: Good and Poor. Your resilience status is visible in the Conversion Health section of Ads Manager.
Good resilience
Option 1: Specific identifier coverage
- 90% or more of the events should have IP/UA,
- 10% or more of lower funnel events have hashed Email or MAID,
- 10% or more of events have external ID.
- 90%* or more of Tag events should be received through CAPI
Or:
Option 2: Achieve base match rate
Poor resilience
Any setup that is not Good.
Send the following signals to reach resilient advertiser status.
| API IDs/Signals | Weights/Rank |
|---|---|
| client_ip_address + client_user_agent | High |
| em | High |
| external_id | High |
| hashed_maid | High |
| click_id | High |
| fn + ln | Low |
| ph | Low |
| ge, bd, ct, st, zp, country | Low |
*Weights/rank based on probability of increasing match rate
Pinterest has several third-party integrations to help support your API adoption process.
Google Tag Manager – Server Side
Connect your Google Tag Manager account with the Pinterest API for conversions to find out how much Pinterest influences traffic to your store and sales of your products.
This integration requires you to deploy a server container using your preferred cloud provider and knowledge of server-side tagging. For more info on prerequisites, visit the
Shopify
This API for Conversions integration compliments the Pinterest Tag to ensure high data coverage and quality. As long as the Shopify app is installed, no action is required to take advantage of this enhancement. The changes will be applied automatically to the merchant’s store.
Tealium
Advertisers who are interested in Tealium can set up the API for Conversions directly with the third party. Tealium builds the template and will help facilitate the integration with the advertiser.
The implementation process is outlined in the
If you’re interested in any additional third-party integrations, please contact your sales rep for more information.
From 1 January 2023, advertisers can use a limited data processing flag to help them comply with the California Consumer Privacy Act, as amended by the California Privacy Rights Act (together, CCPA). With this flag in place, Pinterest will limit how we use certain data to help advertisers comply with user privacy settings. For example, an advertiser might implement the limited data processing flag for California users who have opted out of the sale or sharing of their data under CCPA. When the limited data processing flag is used, Pinterest will act as a service provider under CCPA with respect to flagged data from users in California.
Advertisers are responsible for complying with user opt-outs, as well as identifying the user’s state of residency when implementing the Limited Data Processing flag.