Pinterest tag parameters and cookies

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Data Parameters in the Pinterest tag URI

The query string parameters in the URI of a Pinterest tag network request contain the data sent to Pinterest from advertiser websites.  

View query string parameters in a browser

  1. Open the developer tools in Chrome or Safari

  2. In the 'Network' tab, filter for 'ct.pinterest'

  3. Click one of the network requests

  4. Scroll down to the 'Headers' tab and find “Query string parameters'

  5. We recommend checking the following query string parameters for Pinterest tag:

    1. tid: your tag ID. It should match your unique Pinterest Tag Id in Ads Manager.

    2. event: the name of the event. This is only for event tags such as pagevisit, addtocart, checkout, etc.

    3. ed: your event data. You can decide what to send us back. View our list of our standard event data.

    4. ad: automatic data

      • loc: location URL

      • ref: referrer URL

      • if: (boolean) whether the tag fired from within an iframe

      • sh: screen height

      • sw: screen width

    5. pd: partner data

      • em: hashed email address value

      • tm: tag manager that was used (if any)

    6. cb: cache buster, essentially just the current timestamp


HTTP cookies, or web cookies, are small pieces of data that work like receipts for websites you visit while browsing the internet. Domains create stored info on a person’s browser that’s helpful while the user browsing the site. For example, cookies allow websites to keep track of the items in your cart, your authentication to sign in, and other various arbitrary pieces of information.

The Pinterest tag reads four cookies:

  1. _pinterest_sess

  2. _pinterest_ct

  3. _pinterest_ct_mw

  4. _pinterest_ct_rt

Pinterest tag cookie data


  • The Pinterest login cookie. Contains user id(s), authentication token(s), timestamp, etc.  If the user is logged out, authentication tokens are deleted, but we still leave the cookie present; we use the (logged out) user ids to optimize the user experience and measurement.

_pinterest_ct, _pinterest_ct_mw, _pinterest_ct_rt

  • These are identical in content; they only contain a user id and the timestamp at which the cookie was created.

Pinterest tag cookie behavior

  • _pinterest_sess is the Pinterest login cookie and is used to store a user's login state within a web browser.  It is updated whenever a user logs into (or out of) Pinterest. This cookie contains the user's Pinterest ID (a pseudo-random integer), along with the user's authentication tokens (iff the user is logged into Pinterest).
  • _pinterest_ct is the equivalent of the _pinterest_sess cookie for our in-app browser.  This cookie is set in Pinner's in-app browser is set whenever the Pinner views offsite content (e.g. a 3rd party website) from within the Pinterest app.
  • _pinterest_ct_mw is set whenever offsite content (e.g. a 3rd party website) is loaded in Pinner's mobile browser (e.g. Safari).  The Pinterest App opens content in the Pinner's mobile browser (instead of the in-app browser) whenever the Pinner clicks the "Open in …" button.  Also, we occasionally redirect the Pinner to the mobile browser (rather than in-app browser) experience.*
  • _pinterest_ct_rt is set whenever the Pinner visits an Advertiser's site which has the Pinterest Tag installed.* **
  • * _pinterest_ct_mw and _pinterest_ct_rt are set when the user hits, but_pinterest_ct is written directly by the Pinterest mobile app, when the user performs an action in the mobile app.
  • **_pinterest_ct_rt is the only cookie that’s “conditional”.  Its primary datasource is _pinterest_sess, meaning that _pinterest_sess needs to be present for a request to to result a _pinterest_ct_rt cookie being written. (The Pinterest tag will write _pinterest_ct_rt if it’s not already present on the browser when the tag fires)

The Pinterest Tag creates and accesses cookies in a first party context on your site domain, providing better visibility into the Pinterest traffic on your site. You can always opt out of first party cookies by following these instructions.

The Pinterest tag will redirect (HTTP 302) tag requests to a third-party cross-device graph; those will take the form of -> ->  If you’d like to opt out of our cross-device feature, please reach out by clicking contact us below.

The cookies mentioned are persistent for 1 year, but can be deleted by the user at any time.

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