Track conversions with Pinterest Tag

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The Pinterest Tag is a piece of code you put on your website to gather conversion insights and build audiences to target based on actions they’ve taken on your site.

Learn how to set up your Pinterest Tag with this guide. If you use the Pinterest Tag, you'll need to disclose your use of conversion tracking on your website, as described in our Advertising Standards.

If you are a user of the following websites, click on the name to see the site-specific guide:

Track conversions with Pinterest Tag

You can define a conversion event by a specific action someone takes on your website, such as signing up for your newsletter or buying a product. You can get conversion reporting for 9 types of activity on your website.

  • PageVisit: record views of primary pages, such as product pages and article pages 
  • ViewCategory: record views of category pages
  • Search: record searches on your website 
  • AddToCart: record when items are added to baskets
  • Checkout: record completed transactions
  • WatchVideo: record video views
  • Signup: record sign-ups for your products or services
  • Lead: record interest in products or services
  • Custom: use this event name to track a special event that you want to include in your conversion reporting.

See the full implementation guide on how to set up specific events in your Pinterest tag. Double check that the base code and corresponding event code is on every page for which you want to track conversions, and that the base code fires first before the event code. Once the codes have been added, wait 5 minutes and then confirm in Conversion Manager that the tags have been implemented properly.

Verify traffic

Click into your Pinterest tag at https://ads.pinterest.com/conversion_tags/. On the left, you’ll see a section for ‘Tag event history’. Here you’ll see all event codes you’ve successfully added. Next to the event code, you’ll see how many times we’ve seen the tag fire in the last 24 hours as well as the timestamp of the most recent event fire in UTC time. The data in the tag event history is updated every 5 minutes.

Bear in mind that these metrics are total tag fires – every time someone loads the page where your tag is placed, the tag should fire and one event should be counted. These metrics do not necessarily represent Pinterest conversions, as conversions can only be counted on tag fires that were made by Pinterest users that we can identify based on their Pinterest cookie or through enhanced match.

If you don’t get page visits every day to the pages on which you’ve placed the Pinterest Tag, the last 24 hour count might be 0 for some days. You can still confirm the last time the event code fired in the far right-hand column.

Enhanced Match

An optional addition to the base code is our recently improved feature Enhanced Match, an additional hashed email parameter you can add to your Pinterest Tag that matches conversion data with the responsible Pinterest user. This way you send hashed emails to Pinterest to match site events when a cookie is not present. You can accurately see more conversions in Ads Manager reporting as a result. New cookie-based features will supplement the cookie-less capabilities of Enhanced Match.

For privacy, emails are hashed and deleted within 24 hours.

The Enhanced Match guide covers how to implement Enhanced Match and addresses any security/privacy concerns you may have.

Additional visibility features

We are continuously making improvements to our conversion attribution, so we can provide advertisers with more precise and actionable reporting. This involves refinement of our first-party signals using machine learning. These changes help us to report more conversions accurately, likely leading to a higher number of reported conversions and improved ROAS. These improvements are included in conversion reporting in Ads Manager as well as conversion products such as Pinterest Conversion Lift, Pinterest Conversion Analysis, Conversion Insights, Retargeting and Conversion Optimisation.

We are committed to continually improving our matching algorithm and refining our models to provide a more precise view of the conversions that your campaigns are generating. If you have questions or concerns, please contact your account team or us.

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