Track, report & optimize shopping campaigns

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Track your shopping campaigns

We support both hard-coded click tracking URLs and dynamic parameters through our various tracking options (below). At this time, we do not support impression tracking.

There are three fields you can use to add tracking to your shopping campaigns.

Field Hierarchy Level Use Case
Link field in the data source (product feed) Item (Pin)

Product-specific query string parameters (UTM params) 
**This will also be added to organic pins, don't include ad-specific parameters

Through the data source via the adwords_redirect column. Use this field for: Item (Pin)

Full Redirect click tracking URLs

Ad campaign or product-specific query string parameters 
(UTM params)

Tracking template column at product group level in the bulksheet. Use this field for  Product Group

Landing-page-inserted Redirect click tracking URLs
e.g. dclk.net?adxe=194&lp={lpurl}

Product group Query string parameters 
e.g. {unescapedlpurl}?key=value&utmsource=Pinterest

 

If your tracking template is set up in the campaign structure: for {lpurl} or {unescapedlpurl}, we'll use adwords_redirect column’s landing page if one exists in your data source. If you have no adwords_redirect URL, we will use the link column for the landing page.

 

Supported dynamic parameters for campaign tracking

For shopping ads, we support the following dynamic parameters:

  • {lpurl}: replaced by the URL from either “adwords_redirect” or “link” field in the data source. Will automatically encode characters.
  • {unescapedlpurl}: replaced by the URL from either “adwords_redirect” or “link” field in the data source. Does not encode characters.
  • {campaignid}: Pinterest campaign ID
  • {adgroupid}: Pinterest ad group ID
  • {product_partition_id}: Pinterest promoted product group ID
  • {product_id}: product ID from data source
  • {device}: “m” for mobile, “t” for tablet, “c” for computer

Include a “?” before the first URL parameter to conform to standard URL syntax.

When using a tracking template in campaign setup, you should fill in and test your full URL before activating your campaigns.

We recommend {unescapedlpurl} for redirects to avoid possible issues with encoding.

Read our guide about third-party tracking and dynamic tracking for more details about tracking on Pinterest.

Reporting for Shopping Ads

Reporting for Shopping Ads is available in Ads Manager under the ‘Catalog Sales’ objective. Campaign and Ad Group reporting remain the same as all other objective types. In addition, there are two unique reports available to shopping specific campaigns:

  • Product group reporting
  • Item-level reporting

Product group reporting

Product group level reporting lets you to see performance by product group. Use this to identify which product groups are driving stronger performance, and help you make decisions about optimizations. If a product group performs really strongly, you may want to break it out into its own ad group to control your bid more closely.

Item level reporting

Item level reporting gives you a level of depth beyond just product group level reporting by providing you with reporting for each individual item sent through the feed. This report is only available as an export. To export an item level report, go to the Product Group tab in Ads Manger.

Shopping Ads optimization best practices

  • Structure campaigns by product categories for ease of optimizing and negative keyword management.
  • Avoid creating granular campaigns & ad groups structure where daily budgets may be spread too thin.
  • Use negative keywords for brand safety, not as an optimization lever that can limit distribution.
  • Group similar product groups under one ad group to better leverage optimization levers (bids, budgets, audiences).
  • Break out high performing product groups over time.
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