Resilience is the status of a Conversions API 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.
Signal matching helps you to deliver your ads to those who are more likely to take the action you care about, and attribute those actions back to your ads. Good resiliency means that events are more likely to match to a Pinterest account, which can help you to see more conversions and lower your cost per result.
We recommend that you pass as many resilient signals as you can (IP, email, external ID, Click ID, MAID) to ensure strong performance. When you pass these resilient signals, you may see stronger match rates which can lead to higher attribution rates and more attributed conversions.
There are two categories of resilience status: Good and Poor. Your resilience status is visible in the Conversion Health section of
We calculate resilience status using a number of factors:
Any setup that does not achieve “good” resilience based on the above is considered Poor.
To view your current resilience status:
Below are common requirements you may see associated with achieving resilience. We have outlined the recommendations to address these requirements to improve your status. If you work with a third-party CAPI partner or a mobile measurement partner (MMP), please check with them on how to implement the recommendations:
| Requirement | Recommendation to improve your resilience status |
|---|---|
| Conversions API includes all tag events (event parity) | Check that all tag events are also being passed through the Conversions API. Confirm that event ID is present for both Conversions API and tag to deduplicate events properly. Learn more about |
| Lower funnel events are sending email or MAID user data |
Increase the coverage for email or MAID to at least 10% on lower-funnel events (Checkout, AddtoCart, Sign-up and Lead). For email, SHA256 hashes of lowercase versions of user's email addresses are required for matching. We highly recommend these where possible on checkout events at least, as it may help to improve reporting performance such as ROAS/CPA. Learn more about |
| All events are sending IP and UA user data |
Increase the coverage of IP and UA to at least 10%, as it may help to improve reporting performance such as ROAS/CPA. IP is the user's IP address, which can be either in IPv4 or IPv6 format. UA is the user agent string of the user's web browser. Learn more about |
| All events are sending External ID |
Increase the coverage for External ID to at least 10%. External ID is a string that represents a user on a browser or advertiser’s system. You can send one or more external IDs for given events and we will use it to match to a Pinterest user. Learn more about |
If you are experiencing issues with achieving “Good” resiliency, consider prioritising the below parameters. When possible, we recommend sending as many/all of the below:
| CAPI IDs/signals | Definition | Weights/Rank |
|---|---|---|
| client_ip_address + client_user_agent | IP address + user agent | High |
| em | High | |
| external_id | External ID | High |
| hashed_maid | Mobile ad ID | High |
| click_id | Click ID | High |
| fn + ln | First name + last name | Low |
| ph | Phone number | Low |
| ge, bd, ct, st, zp, country | Gender, date of birth, town/city, county, postcode, country |
Low |
Note: Weights/rank are based on probability of increasing match rate.
When a Pinner clicks an ad, Pinterest appends a unique click ID to the landing page URL. The URL parameter for click ID is named “epik”. Advertisers should save the value of the epik URL parameter in a 1P cookie and pass it along with subsequent CAPI events.
Example URL:
For more information, take a look at our
External ID is a string that represents a user on a browser or advertiser’s system. You can send one or more external IDs for given events and we will use it to match to a Pinterest user.
External IDs can be sent via multiple channels, including the Pinterest Tag and Conversions API. It is important that you be consistent across channels. For example, if you send a Pinterest Tag event with external_id set to 1234, your Conversions API event for that same user should also have external_id set to 1234.
We recommend passing pre-auth id together with post-auth id in external ID fields (e.g External ID field : ['external_id_1', 'extneral_id_2'])
| Situation | External ID | How can advertisers find it |
|---|---|---|
| Unauth (user hasn’t logged in) | Session ID, Client ID | This information is usually generated by your e-commerce platform and can be found within it. In case you are not using an e-commerce platform, you can generate a unique string when a customer visits your website and store it in a cookie to pass into events. |
| Auth (user logged in) | User ID, Membership ID, Loyalty ID, Subscription ID | This information is usually kept in your CRM system and is generally logged when a user signs in to your website |
For more details, please see our