Learn how to setup conversion reporting with this guide. Please note that you'll need to disclose your use of conversion tracking on your website as described in our Advertising Standards.
You can define a conversion event by a specific action someone takes on your website, like signing up for your newsletter or buying a product. You can get conversion reporting for 9 types of activity on your website.
The Pinterest tag has two components:
- The base code that you place once on every page of your site. The base code does not track conversions.
- The event code that you place on selected pages in addition to the base code. The event code records events for conversion reporting.
This step walks you through the process of setting up the base code:
- To access your Pinterest tag base code, go to the Ads dropdown at the top of your account and select Conversion tracking from the dropdown.
- Select Create tag. You only need one tag/base code across your entire website.
- Name your tag. You can change the name of this tag later without having to modify your website's code.
- Click Generate code.
- Insert the code on your website between the tags in HTML on your site. We recommend you add the Pinterest tag once on every page on your site, but it is required whereever you add event code. You’ll want to loop in your web developer as this step is technical.
After you add the base code to your website, check back in the Pinterest tag dashboard after to make sure the events are firing. Usually the status updates within 3 hours, but occasionally there may be a longer delay. You’ll see the status under the column Verification Status as either Verified or Unverified.
Add event code to get conversion reporting, and create more effective audience targeting. You can track the following events through the Pinterest tag:
- 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 shopping carts
- Checkout: Record completed transactions
- WatchVideo: Record video views
- Signup: Record sign ups for your products or services
- Lead: Record interest in product or service
- Custom: Use this event name to track a special event that you want to include in your conversion reporting.
See drafts of event code here, or 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 that you want to track conversions, and that the base code fires first before the event code.
Once you’ve added the base and event codes to your site, you can check back in the Conversion Manager in approximately three hours to confirm the tags are properly implemented.
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, and the time stamp we last saw the event fire in UTC time. When you click into each event, you can also see additional event attributes passed back with the event.
Keep in mind these metrics are back-end tag fires for page loads — every time someone loads the page where your tag is placed, the tag should fire. These metrics are not Pinterest conversions, they may not even be from Pinterest users.
Thus, if you don’t get page visits every day to the pages 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 column.
Export conversion metrics from the conversion tag manager, which you can reach hovering over the Ads dropdown in the navigation bar and selecting Conversion tracking.
Click Export data in the upper right and select which campaign types, conversion types and attribution windows you want to view over a specific date range. Keep in mind when selecting your attribution window for your tag report, the click attribution window must be greater than or equal to the engagement attribution window. The engagement attribution window must also be greater than or equal to the view attribution window.
If you want to export conversion metrics from the old Pinterest tag, be sure to check the box “Include Conversion tag (old) data” at the bottom. If you implemented the Tag via Shopify, be sure to check the box "Include Pinterest tag data" at the bottom.
Variable attribution windows are only applicable for Pinterest tag reporting. Data for the old conversion tag will only use the attribution window you selected when initially creating the old conversion tag. If you have the old conversion tags, you can see the attribution windows associated with them in the table on the conversion tag manager.
You can export your conversion data in several different cuts:
CPA & ROAS summary: If you are passing back event data through the conversion tag, this report will display a daily CPA and ROAS summary. For every conversion type you select in the export filters, the report will show you the number of Pinterest actions and (individually and in aggregate) and a calculation of your CPA (cost per action) and ROAS (return on ad spend).
CPA = [Spend in account currency] / [Website conversion event (total)]
ROAS = [Website conversion event value (total)] / [Spend in account currency]
The exported CSV displays the daily summary of spend and effective CTR on the very left. Each conversion type you choose to include in your export will have a section for CPA and a section for ROAS – scroll across the CSV to see the data for each of your selected conversion types. The CPA sections show the number of Pinterest actions and a CPA calculation. The ROAS sections display the values you’re passing back through the conversion tag as well as the ROAS calculation.
Detailed daily metrics
Cross-device aggregate metrics: You can use this data to see how people move between their devices to convert (e.g. people may click on your ad on their mobile device, but then wait until they’re back at their computer to buy your product). The column headers in this report will indicate which device the action on Pinterest occurred on as well as the device the conversion happened on (separated by an arrow -> ).
A few things to keep in mind as you look at your data:
Attribution: Conversion data is based on when the action on Pinterest happened, not when the conversion happened. For example, if someone looked at a Promoted Pin on February 1st and bought the shoes on February 20th, then this conversion will be attributed to the event on the 1st, not the 20th. This means that your conversions for a given date might grow over time.
If there were multiple actions on Pinterest before the conversion, we attribute the conversion to the most recent action in the attribution window. First we look for a click attribution, secondly a save, and lastly an view if there were no clicks or saves to attribute to.
Earned conversions: When a conversion occurs from a saved Pin that originated from your Promoted Pin, this is earned traffic. Pinterest conversion tracking shows conversions you got directly from your paid Promoted Pins combined with any of these extra “earned” conversions.
To check out your conversion data aggregated at the campaign, ad group, and Promoted Pin levels, go to its page in the Pinterest Ads Manager and click on the Spend tab. Keep in mind this data is aggregated across all conversion types and both the new and old version of the Pinterest tag.
Use the Pinterest Tag to create advanced visitor audiences based on people who visited certain pages or took specific actions on your site.
See the table below for the nine defined events that can be used for both audience creation and reporting. In addition to the nine defined events, you can use any string you’d like as a ‘partner defined event’ to create even more audiences.
Check out more info on visitor audiences here.
My data doesn’t match what I’m seeing in other reports
Make sure your Pinterest tag is on the right page. For example, if you’re trying to track purchases, make sure your Checkout event is on your order confirmation page, not the product page. Keep in mind Pinterest’s conversion data is based on when the action on Pinterest happened. If your third party reports are based on the date the conversion happened, then you won’t see the matching conversion metrics in your reports. If your third party reports track last-click conversions, they won’t count the following events:
- Conversions that come from views, such as people who view your ads but don’t click on them
- Conversions from ads that people engage earlier in the purchase funnel
- Cross-device conversions
My tag’s verified, but I’m not seeing conversions
My tag’s unverified
Check in with your web developers to see if everything’s set up correctly and wait 24 hours to check back in the dashboard.
I’m a Shopify merchant with Buyable Pins and I want a conversion tag. I’m not an advertiser.
If you want the ability to track sales from people who clicked through a Buyable Pin and purchased on your site in the future, just opt in to use the Pinterest Tag in your Pinterest channel settings on Shopify. Shopify will then place this tag on your checkout confirmation page. We won’t be able to provide metrics on off-Pinterest sales through Buyable Pins just yet.
The Shopify Pinterest Tag is based on an attribution window of 30 day click, 30 day engagement, and 1 day view.
I’m a Shopify merchant with Buyable Pins and I want a conversion tag. I’m an advertiser.
If you want to track additional actions and build audiences to target based on those actions through Promoted Pins, you can also choose the implement the Pinterest Tag yourself.
To remove your old tag, uncheck the Pinterest Tag option in your settings and check out our Pinterest Tag instructions outlined in the "Set up your Pinterest tag" section on this page. Make sure you put the code in the "Checkout" page of your "Settings" under "Additional Scripts”.
Add these conversion events to pages where you want to track the corresponding conversion. You'll want to add the conversion event in addition to the base code on the page, and make sure the base code fires first before the conversion event code. Don't forget to replace your tag ID in bold with the actual tag ID from your conversion tag at https://ads.pinterest.com/conversion_tags/.
Follow the instructions on this Google Tag Manager Pinterest Tag document and use this Google Tag Manager help page to help you create data layers to populate the dynamic event data you wish to track.
Get set up by following this Tealium Pinterest Tag guide.
Set up your tag easily with this extension by Cadence Labs: