Promote App Install Pins

Promoted App Pins allow Pinners to discover and download iOS and Android apps directly from a Promoted Pin.  On an iOS device, Pinners will see an app icon on the Pin as well as an install button. They can tap the button to download the app right to their iPhone or iPad. App Pins provide exposure and distribution of your app to your audience on Pinterest.  We help partners track install performance through our direct integrations with Mobile App Measurement Partners (MMPs).
 
At the moment, the MMPs we support include Adjust, Apsalar, AppsFlyer, Kochava and Tune.
 
Follow this creative guide for recommendations for Promoted App Pin content.

Creating and editing Promoted App Pin campaigns
To get started with Promoted App Pins, first create a pin that leads to the iTunes or Android app store. The pin link has to be a valid iTunes or Android app store URL to be promoted in an App Install campaign. 
 
Next, go to the terms page and accept Pinterest’s Mobile App Measurement Program Terms.
 
If you are using Bulk Editor, first download the bulk create CSV. Go to the bulk editor from the Ads dropdown at the top of your account. Click download on the left under ‘Create’. To continue setup, proceed to your Mobile App Measurement Partner specific instructions below.
If you are using Ads Manager, first go to 'Promoted App Pin Campaigns’. Select ‘Create campaign’. Set a budget, name your new campaign and choose dates to run the campaign. To continue setup, proceed to your Mobile App Measurement Partner specific instructions below.
Adjust
AppsFlyer
Apsalar
Kochava
Tune
  1. Set your Campaign Objective. Select 'Traffic to the download page' if you want to optimize for clicks, or select 'Completed installs of your app' to optimize for installs. Keep in mind both objectives are charged on a cost per click basis. If you choose 'Completed installs of your app', target CPI is not guaranteed.
  2. Mobile Measurement Partner: Adjust
  3. Campaign Name: Ensure campaign names do not include '%' as this will break Adjust tracking (all special characters would need to be URL encoded. For example: & => %26, % => %25)
  4. Name your ad group and set a budget
  5. Select targeting criteria (Keywords, Interests, Locations, Languages, Genders)
  6. Devices: Input [iPhone, iPad] [Android Mobile, Android Tablet]
  7. Set a Target CPI rate or a Max CPC bid depending on your choice in step one
  8. Pick a pin from your App pins (Pins will show up that have a valid app store URL)
  9. Organic Pin URL vs. Promoted Pin URL: Only include an Organic Pin URL if you’re creating your Pin from scratch. For both the Organic and Promoted Pin URLs, set these as your iTunes or Google Play store URL without additional tracking ( “https://itunes.apple.com/us/app/...”... or “play.google.com/store/apps/details?id=com…”) See below for how to obtain your click tracking URL

Adjust Dashboard Setup

Video recording of Adjust Setup

  1. Login to your Adjust dashboard
  2. Enable Pinterest as an integrated partner​ ​ AdjustStepbyStep.jpg
  3. For your respective app, click on Settings
  4. Under Data Management, click on Trackers
  5. Scroll to the bottom to Create New Tracker (this must be set top level in Adjust, not any sublevel of an existing campaign)
  6. Enter a name for the tracker (e.g. “Pinterest”), click “Link to a Network”, search for Pinterest under “Network”, select Pinterest and then click “Create”
  7. Go to “Campaign Structure” where the fields are auto-populated; click “Apply”
  8. Click “Create” to generate the tracker
  9. Copy the unique Adjust generated tracker (this will be unique for your specific app - you’ll need one for iOS and another for Android)
  10. Your final Click Tracking URL to upload to Pinterest look like:
    • https://app.adjust.com/xxxxxx?campaign={campaign_name}_{campaign_id}&adgroup={ad_group_name}%7C{ad_group_id}&creative={creative_name}%7C{creative_id}&s2s=1&app_id={app_id}&idfa_upper_sha1={sha1_advertising_id}&pinterest_click_id={click_id}&gps_adid_lower_sha1={sha1_advertising_id}
    • Please note xxxxxx will be unique to your specific app
  11. Enable view-through attribution: Go to Settings > Attribution > View-through Attribution and toggle “On”
  12. Go to users and add promotedappadmin@pinterest.com and assign as a “Reader” user.  (Reader users can only read data for your apps, and not make any changes. They only have access to the Statistics and Apptrace pages, and cannot access your tracker URLs.)

You may also control tracker visibility by creating a custom user for promotedappadmin@pinterest.com:

  1. Create a new user and set permission to “Custom” in your dashboard
  2. Hit the downward caret on the right hand side to fold out the list of apps for that user
  3. With the role toggle for that app, (that is set by default to “OFF”) choose “Limited”
  4. You can now turn each tracker on or off, to grant access to that tracker

Have questions about URL setup? Contact your Adjust account manager or support@adjust.com.

I don’t currently work with a mobile measurement partner; how do I get started with Adjust? Contact Adjust to receive an account link.

By emailing sales@adjust.com and requesting an account link, you will shortly receive an email with your credentials for the Adjust dashboard.  You can then get started by logging in and setting up your apps. There is detailed documentation outlining how to set up your apps, found here: https://docs.adjust.com/en/getting-started/

Don’t worry though, you will have dedicated support throughout each step of the process and if needed, in-depth demos and integration support to discuss your optimal setup.  

  1. Set your Campaign Objective. Select 'Traffic to the download page' if you want to optimize for clicks, or select 'Completed installs of your app' to optimize for installs. Keep in mind both objectives are charged on a cost per click basis. If you choose 'Completed installs of your app', target CPI is not guaranteed.
  2. Mobile Measurement Partner: AppsFlyer
  3. Name your ad group and set a budget
  4. Select targeting criteria (Keywords, Interests, Locations, Languages, Genders)
  5. Devices: Input [iPhone, iPad] [Android Mobile, Android Tablet]
  6. Fill in your ‘Max Bid’ column. For install optimized campaigns, the ‘Max Bid’ column should reflect your Target CPI rate. For click optimized campaigns, the bid should reflect your Max CPC bid.
  7. Pick a pin from your App pins (Pins will show up that have a valid app store URL)
  8. Click Tracking URL: See the below instructions on where to obtain the click tracking URL in the AppsFlyer dashboard

AppsFlyer Dashboard Instructions

Video recording of AppsFlyer Setup

  1. Log in to your AppsFlyer dashboard:
  2. Once your app is registered with AppsFlyer, set up a campaign in the dashboard. Search for your app and select 'Integrated Partners' in the app dropdown menu. Screen Shot 2017-03-06 at 5.21.37 PM.png
    • You can also access the 'Integrated Partners' tool from within your app dashboard, under the configuration menu on the left-side toolbar. Screen Shot 2017-03-06 at 5.26.18 PM.png
  3. Search and Select Pinterest in the Integrated Partners window by clicking on the Pinterest name or 'Edit' button. Screen Shot 2017-03-06 at 5.28.59 PM.png
  4.  In the Pinterest Configuration 'Integration Parameters' tab, complete the following steps:
    1. Link Generator: Enter a 'Campaign' Name [optional]
    2. Integration Parameters: Select 'Enable' to turn on campaign tracking [Required]
    3. 'Enable View-Through attribution' to turn on impression tracking feature
    4. [Agency Only] Please append the af_prt parameter to your links. &af_prt=[your_value]
    5. Copy the generated Tracking Links to share with Pinterest (The Click Tracking URL field in Pinterest Ads Manager)
    6. 'Save & Close'

Agency Only Note

  • Your agency account ID (af_prt) differentiates your tracking link from the advertiser tracking links, removing this parameter and its value will cause AppsFlyer to allocate all tracked installs to the Advertiser account.
  • Only data which was generated via the Agency tracking link will be visible under the Agency account.

Screen Shot 2017-03-06 at 5.47.56 PM.png

Have questions about URL setup? Contact your AppsFlyer account manager or support@appsflyer.com.

I don’t currently work with a mobile measurement partner; how do I get started with AppsFlyer? To get started with AppsFlyer, contact partners@appsflyer.com.

  1. Set your Campaign Objective. Select 'Traffic to the download page' if you want to optimize for clicks, or select 'Completed installs of your app' to optimize for installs. Keep in mind both objectives are charged on a cost per click basis. If you choose 'Completed installs of your app', target CPI is not guaranteed.
  2. Mobile Measurement Partner: Apsalar
  3. Name your ad group and set a budget
  4. Select targeting criteria (Keywords, Interests, Locations, Languages, Genders)
  5. Devices: Input [iPhone, iPad] [Android Mobile, Android Tablet]
  6. Fill in your ‘Max Bid’ column. For install optimized campaigns, the ‘Max Bid’ column should reflect your Target CPI rate. For click optimized campaigns, the bid should reflect your Max CPC bid.
  7. Pick a pin from your App pins (Pins will show up that have a valid app store URL)
  8. Click Tracking URL: 'Postback URL' from the Apsalar dashboard. See the below instructions on the click tracking URL

Apsalar Dashboard Instructions

Video recording of Apsalar Setup

  1. Login to your Apsalar dashboard
  2. Navigate to the 'SmartTags' tab under the 'Attribution Tracking' section
  3. Click 'Create Campaign'
  4. Enter a campaign name, and select a destination from the dropdown for the campaign
  5. Enter a Group Name (by default this is named 'New Group' with a timestamp)
  6. Enter Pinterest as the campaign source. Pinterest is an integrated Ad Network partner, so begin typing 'Pinterest' and it should be appear in the drop-down list. Click 'Add'  once you've selected Pinterest as your source.
  7. Save the SmartTag campaign by selecting the green checkmark.  For each added campaign source there should now be a unique SmartTag.
  8. Copy the unique Apsalar SmartTag to input as a 'click tracking URL' on Pinterest.

Postback creation

  1. Navigate to the 'Attribution Tracking' page (https://apsalar.com/app/apengag/referral) of your Apsalar account
  2. Click the 'Postback URLs' tab
  3. Click the 'Create New Postback' button
  4. Postback Recipient: On the 'Create New Postback' page, select Pinterest as the Postback Recipient
  5. Application: From the Application dropdown box, select the application for which you would like to send postbacks
  6. Event Type: Select the Install as the event type which will trigger your postback (Pinterest only accepts Install events at this time)
  7. Postback Status: Choose Active status - once you've successfully created the postback, it will immediately begin sending the specified data to your designated endpoint
  8. Attribution Rules: Choose whether you'd like to send postbacks for all occurrences of the selected Event Type or only those attributed to a specific source and/or campaign (Pinterest recommends sending postbacks for all Install occurrences in order to capture view through conversions on Pinterest)
    • ​NOTE If you choose to send postbacks only for attributed occurences of your Event Type, you will need to specify the following:
      1. Source: Select the attributed source (Pinterest)
      2. Campaign: Select 'all campaigns'
      3. Click/Attribution Lookback: You must set a click lookback period for your postback. The lookback period is the allowed time for which your Event Type will be attributed to a click from Pinterest. Pinterest recommends 30 days.
    • Preview: You can preview your Postback URL (but don’t change it)
  9. Input parameters: For iOS applications enter the id of the installed app. Remove the "id" prefix and only send the digits.
    1. Select 'Create Postback'
    2. Your postback will now be visible in the 'Postback URLs' tab on your 'Attribution Tracking' page
    3. Your postback URL should look something like this:  http://ad.apsalar.com/api/v1/ad?re=0&st=XXXXXXXXXXX&aif1={sha1_advertising_id}&s=Pinterest&ifa1={sha1_advertising_id}&cl={aff_sub}&p={device_platform}&redirect=false&ref_id={click_id}&h=8bec1bdac745dbce30bb6100d6fc2613729d88ac

Have questions about URL setup? Contact your Apsalar account manager or support@apsalar.com.

I don’t currently work with a mobile measurement partner; how do I get started with Apsalar? Apsalar is the Mobile Marketing Cloud for mCommerce apps. Please contact info@apsalar.com and ask about our exclusive 30-day free trial for Pinterest clients.

  1. Set your Campaign Objective. Select 'Traffic to the download page' if you want to optimize for clicks, or select 'Completed installs of your app' to optimize for installs. Keep in mind both objectives are charged on a cost per click basis. If you choose 'Completed installs of your app', target CPI is not guaranteed. Screen Shot 2017-05-24 at 9.49.25 AM.png
  2. Mobile Measurement Partner: Kochava
  3. Name your ad group and set a budget
  4. Select targeting criteria (Keywords, Interests, Locations, Languages, Genders)
  5. Devices: Input [iPhone, iPad] [Android Mobile, Android Tablet]
  6. Fill in your ‘Max Bid’ column. For install optimized campaigns, the ‘Max Bid’ column should reflect your Target CPI rate. For click optimized campaigns, the bid should reflect your Max CPC bid.
  7. Pick a pin from your App pins (Pins will show up that have a valid app store URL)
  8. Name your pin and click 'Promote Pin' to finish 

Kochava Dashboard Instructions

Video recording of Kochava Setup

A) Create a Pinterest campaign
  1. Log in to Kochava.
  2. Select your app and go to App Tools > Campaign Manager
  3. Click Add a Campaign > Enter a unique Campaign Name (no need to enter the Default Destination URL since Pinterest will override) > Click Submit
B) Create a Segment
  1. Select Campaign Tools > Add a Segment
  2. Enter a Segment Name (should be easy to identify with the associated campaign) > Click Submit
C) Create a Tracker
  1. Click Segment Tools > Add a Tracker
  2. Enter the Tracker Name (when a Tracker is created, Kochava automatically generates a name for it; you can replace it) > Select Tracker Type > 3rd Party Tracking (default setting) > Select A Network: Pinterest – iOS > Click Submit
D) Select the Destination URL Type:
  • Custom (iOS default)
  • Google Referrer (Android-only & Android default)
  • K2K
  • AD-X
  • Has Offers
  • AppsFlyer
  • Adjust
E) Enter the Install Destination URL
F) Copy and Send Click URL to publisher (A. in the image below). (This will be entered in the Click Tracking URL field in Pinterest Ads Manager.)
G) Copy and Send Impression URL to publisher (A. in the image below). (This will be entered in the View Tracking URL field in Pinterest Ads Manager.)
CreateanInstallCampaignClickImpressionHD.gif
Click Tracking URL Example:
https://control.kochava.com/v1/cpi/click?campaign_id=kojamessprinklertes...{app_id}&campaign_name={campaign_name}&click_id={click_id}&click_timestamp={click_timestamp}&cp_1={ad_group_id}&creative_id={creative_id}&device_id={sha1_advertising_id}&device_id_type=idfa_sha1&device_platform=&device_ua=&ip_address=&limit_ad_tracking={limit_ad_tracking}&pbr=1&pinterest_campaign_id={campaign_id}&site_id={site_id}
View Tracking URL Example:
https://imp.control.kochava.com/track/impression?campaign_id=kojamesspri...{app_id}&pinterest_campaign_id={campaign_id}&limit_ad_tracking={limit_ad_tracking}&ip_address=&device_ua=&device_platform=&device_id_type=idfa&device_id={sha1_advertising_id}&creative_id={creative_id}&cp_1={ad_group_id}&impression_timestamp={impression_timestamp}&impression_id={impression_id}&campaign_name={campaign_name}&site_id={site_id}
 
 
H) Create a Postback Configuration
  1. Select App Tools > Partner Configuration
  2. Click Add a Configuration > Select Network Partner: Pinterest – iOS > Click Go
  3. Select Install > Postback Tools > Edit > Enter App ID (this is the iOS App ID number, which is in the iTunes URL beginning with “id”) or Google Play URL beginning with “com.” > Select Delivery Method: All to enable all events to send to Pinterest (this allows Pinterest to report view-based installs) > Click Save

Why do I need to create a Kochava URL if Pinterest isn’t allowing click tracking? Generating the URL provides the Kochava campaign ID, which is needed for the Pinterest Bulk Editor or MDP campaign setup. (The Kochava click URL does not need to be added since advertisers should add the App store link without additional tracking parameters. Similarly, the postback should be set up but no further action required once set up.)

Have questions about URL setup? Contact your Kochava account manager or support@kochava.com.

I don’t currently work with a mobile measurement partner; how do I get started with Kochava? Visit this site to sign up: https://www.kochava.com/sign-up/

  • As soon as an account has been created our customer service team will be in touch to provide guidance on the integration process.
  • Technical documentation and integration resources can be found on this site: https://support.kochava.com/

Q: Are CTUs required for Kochava campaigns?

A: Yes, CTUs are required for all new Kochava campaigns.

Q: Are campaign IDs still supported?

A: Yes; if you have a historical campaign using a campaign ID in Bulk Editor, your campaign ID will continue to work as expected. If both a campaign ID and a CTU are included in your Bulk Editor upload, the CTU will take precedence.

  1. Set your Campaign Objective. Select 'Traffic to the download page' if you want to optimize for clicks, or select 'Completed installs of your app' to optimize for installs. Keep in mind both objectives are charged on a cost per click basis. If you choose 'Completed installs of your app', target CPI is not guaranteed. TuneCreation.png
  2. Mobile Measurement Partner: Tune
  3. Name your ad group and set a budget
  4. Select targeting criteria (Keywords, Interests, Locations, Languages, Genders)
  5. Devices: Input [iPhone, iPad] [Android Mobile, Android Tablet]
  6. Fill in your ‘Max Bid’ column. For install optimized campaigns, the ‘Max Bid’ column should reflect your Target CPI rate. For click optimized campaigns, the bid should reflect your Max CPC bid.
  7. Pick a pin from your App pins (Pins will show up that have a valid app store URL)
  8. Click Tracking URL: See the below instructions on where to obtain the click tracking URL in the Tune dashboard TunePinCreation.png

Tune Dashboard Instructions

Video Recording of Tune Setup

A) Enable your Pinterest integration in your Tune dashboard
  1. Login to Attribution Analytics
  2. In the navigation (left side) under the 'Partners' section, click 'Integrations'
  3. On the 'Integrated Partners' page (right side), search for Pinterest
  4. Click 'Enable'
B) Create a Measurement URL
  1. Now you’ll need to provide Pinterest with a measurement URL; on the integrated partner page, click 'Create Measurement URL'
  2. On the Measurement URL page, make desired selections from the drop-down lists. (Note the measurement url is generated at the bottom – use this exact url and don’t change the parameters.)
  3. Copy the URL and click Save
  4. The Measurement URL should look something like this: https://180418.measurementapi.com/serve?action=click&publisher_id=XXXXXX&site_id=XXXXX&ios_ifa_sha1={sha1_advertising_id}&sub_site={app_id}&sub_publisher={publisher}&sub_campaign_ref={campaign_id}&sub_campaign_name={campaign_name}&sub_ad_ref={creative_id}&sub_ad_name={creative_name}&ref_id={click_id}&sub_adgroup_ref={ad_group_id}&sub_adgroup_name={ad_group_name}
C) Adding a Postback URL

If you haven't already done so, configure a postback URL to share install attribution data with Pinterest. Please use the existing Postback Template.

  1. On the integrated partner page, click the 'Postbacks' tab.
  2. Select the Generic category to show the available event types and the Pinterest’s postback template.
  3. Enable the postback by toggling the button next to the event type to 'On'
  4. If you receive an orange warning triangle, this indicates a missing credential value is needed to validate your account with Pinterest
  5. Click the Credentials tab and enter the required account validation information requested by Pinterest
  6. Click 'Save'
  7. Click the 'Postbacks' tab and toggle the button back to 'On' for the appropriate event type
D) Enabling view-through attribution
  1. Select the Attribution Settings tab
  2. Select 'Enabled' under View-Through Attribution
  3. Click 'Save'

Have questions about URL setup? Contact your Tune account manager or support@tune.com.

I don’t currently work with a mobile measurement partner; how do I get started with Tune? For more information about working with TUNE as a mobile measurement partner, please reach out to tmcsdr@tune.com


Optimization

You can choose between two optimization tactics for Promoted App Pins- 'Completed installs of your app' or 'Traffic to the download page', both options charge per click (CPC).

Optimize for installs  ('App Install' objective): Our algorithm automatically adjusts bids daily based on your provided target CPI and our predicted likelihood of install. Set the bid at your target CPI and CPC will automatically adjust to reach your target CPI. You will pay the CPC bid when users click through to your app store page. How to implement:

  • Ads Manager: Choose to optimize campaign for 'Completed installs of your app'.
  • Bulk editor: Choose App Install as campaign objective.  Input target CPI in max bid field.

Optimize for traffic ('App Install Traffic' objective): Ads are run like a normal CPC campaign, optimizing for click traffic. You manually adjusts bids to meet install goals. How to implement:

  • Ads Manager: Choose to optimize campaign for 'Traffic to the download page'.
  • Bulk editor: Choose App Install Traffic as campaign objective.​

FAQ

Q: What kind of URL should the pins I create on Pinterest for promoted app pin campaigns link to?
A: Pins for your promoted app pins must have iTunes or Android app store links. The URL should begin with 'itunes.apple.com...' or 'play.google.com/store/apps' you will not be able to promote a pin with any other URL. Do not create pins using your MMP tracking URL.

Q: I edited the Mobile Measurement Partner’s auto-generated measurement URL; how do I know if this will work on Pinterest?
A: Email your MMP account manager to verify.

Q: I'm seeing installs in my MMP dashboard but not my Pinterest dashboard. How can I fix this?
A: Make sure you've set up a device-specific postback in your MMP.

Q: Can Pinterest optimize off of in-app events?
A: Not currently. Keep an eye on our blog for future updates.

Q: Can my video campaign drive to an install page, or can my related Pins be Promoted App Pins?
A: This is not a current capability. Given the direct response focus of Promoted App advertisers, our awareness focused video product isn’t optimal to drive low CPI objectives.

Q: Do MMPs each have their own attribution windows?
A: MMPs allow for customizable attribution windows, so the advertisers can define for themselves. We display results on our Pinterest dashboard as 30 day click, 30 day engagement, 1 day view window by default

Q: Can we append click tracking to the Pin URLs?
A: We currently only support a direct link to the app store with no additional tracking. MMPs receive campaign-level clicks for install attribution via our server to server integrations and click tracking urls.

Q: Clicks and installs in Ads Manager don’t match my MMP data; is something wrong with my campaign?
A: Some discrepancy is expected for the following reasons:
- Pinterest reports all data UTC; adjust the MMP settings to report in UTC if possible
- MMPs report on last click / last touch, whereas Pinterest reports on all clicks / touches (we don’t know what overlapping campaigns Pinners are touching on other platforms)
- MMPs reports installs on the date of install, whereas Pinterest credits installs on the date of initial click

Q: Can I manage multiple apps from my advertiser account?
A: Yes!