Overview

The Pinterest API for Conversions enables advertisers to send conversions directly to Pinterest via a server-to-server method without requiring a Pinterest Tag. These conversions are mapped to Pinterest campaigns for conversion reporting to improve conversion visibility.

Advertisers can send web, in-app, or offline conversions to Pinterest’s server to server endpoint in real-time or batch. Events received in real time or within an hour of the event occurring will be reported as web or app events. Events received outside of this window, as well as delayed batch events are categorized as offline events.

The API for Conversions can help Pinterest in continuing to provide a more comprehensive view of your campaign performance. All advertisers who currently use the Pinterest Tag will benefit from using it in tandem with the API for Conversions, as the best practice is to use the two solutions together to maximize visibility into the conversions your campaigns are driving. 

The API for Conversions and the Pinterest API 

Pinterest has a single API that has many use cases within it – one of them being Conversions. The API for Conversions allows for conversion visibility between Pinterest and advertisers. 

Implementation for Conversions is different from Shopping and other API use cases because it requires different code set up by developers. 

Setting up the API for Conversions

Setting up a server to server API integration requires developer and engineering resources from the website owner. The amount of technical developer effort will vary depending on:

  • Your developer’s familiarity with API integrations. If they have never done an API integration before, they might require additional work.  If you have implemented other conversion API’s, your developer should only need to make a few incremental changes.
  • The number of events being tracked and at what stage of the conversion process data will be sent to us.
  • If an advertiser wants or needs to use a 3rd party to integrate (ie. Shopify, GTM, Tellium).
  • Once an API integration has been set up and you are ready to send conversion data, sending the data is a simple post request back to us and it does not require authentication at this time. The conversion data that is passed to Pinterest will flow through our regular conversion pipelines. 

    Deduplication

    Pinterest cannot inherently know if a conversion reported by the Tag and another reported by the API for Conversions are the same.

    Because Pinterest recommends using both the API for Conversions and the Pinterest Tag, deduplication is an essential part of the implementation process. It helps to avoid double-counting of a single event when it’s sent through multiple sources, such as the Pinterest Tag and the Pinterest API for Conversions.

    For example, if a user triggers an add to cart event and the tag reports the data using “123” as the event ID. Later, their web server reports the conversion via the API and also uses “123” as the event ID. When Pinterest receives the events, we can look at the event IDs and know that they correspond with the same event. 

    By using deduplication advertisers can report conversions using both the tag and the API without having to worry about overcounting conversions. This will result in more conversions being attributed than either alone, because if the tag doesn’t match an event, but the API does (or vice versa), the event can still be linked. 

    Advertisers should use deduplication for any events they expect to be reported by multiple sources across the API and the Pinterest Tag.
     

    Third Party Integrations

    Google Tag Manager - Server Side

    Connect your Google Tag Manager account with the Pinterest API for Conversions to find out how much Pinterest influences traffic to your store and sales of your products.

    This integration requires you to deploy a server container using your preferred cloud provider and knowledge of server side tagging. For more info on prerequisites visit the developer site

    Shopify

    This new API for Conversions integration compliments the Pinterest Tag to ensure high data coverage and quality. As long as the Shopify app is installed, no action is required to take advantage of this enhancement. The changes will automatically be applied to the merchant’s store.
     

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