Configure the Pinterest Conversion API in server side GTM

Configure the Pinterest Conversion API in server side GTM

For the Pinterest Conversion API to work, you must first configure a server container. Visit this blog to find out how to set this up.

In the first blog of our implementation series, we explained how to install the Pinterest tag via Google Tag Manager, client side. Now that all events via the Pinterest tag are sent client-side, we want to send the events that are missed (due to browser and ad-blocker blocking) server-side as well. You can do this with the Pinterest Conversion API. But how do you set them up? We’ll show you in this blog.

With Pinterest, it works a little differently than with most tags. You send both client-side (via the Pinterest tag) and server-side (via the Conversion API) data to the platform. Through deduplication (with a variable containing a unique code ), Pinterest can distinguish the unique requests and display the data correctly in the platform.

Most companies are used to working with the client side Pinterest tag. In this blog, we will assume that it is already installed. You’ll learn how to install the Pinterest Conversion API here.

Curious about the entire Pinterest Server Side Tracking setup? Then check out this page.

Pinterst Conversion API setup


Pinterest Conversion API GTM setup

Total Time: 10 minutes

1. Create new tag


Go to “Tags” and click on “New. First, give the tag a name such as “Pinterest – all pages.

2. Tag configuration

choose pinterest api for conversions tag in gtm template gallery

Click on “Tag Configuration. Under “Choose tag type,” click “Discover more tag types in the Community Template Gallery. In the templategallery, search for Pinterest and select: Pinterest API for Conversions Tag.

3. Pinterst advertiser ID


Under“Advertiser ID,” enter your Pinterest advertiser id. You can find this within your Pinterest ads account to Viewing: info –> info.

4. Conversion access token Pinterest


Next, under API Access token, you need to enter a code. You can generate these within your Pinterest account by going to Ads → Conversions → Conversions access token → generate token. You can then enter these within google tag manager.

5. Event name


Here you choose whether you want to include all events you measure for GA4 (config tag + all GA4 event tags in the client container) or whether you want to send a specific event. In the case of the former, select inherit from client here. In the case of a specific event, use ‘override client data’ and enter the name of the event you want to send to Pinterest. Note: In the latter case, you also need to create a custom trigger for the specific event you want to send.

6. Event Data


Under“Event Data,” you have two options: Use all event data from the client side or add custom paramaters. If you also have the Pinterest tag installed client side (recommended), it is necessary to send a unique event ID along for Deduplication. That’s why you click override client data here. Next, click on ‘Event data‘ and click on add parameter. Here you can event_id select. Haven’t you created it as a variable yet? Then read our blog on deduplication. This works the same way as with the Meta Conversion API. Note: Do not forget to add the event ID to the Pinterest client side tags and all involved GA4 tags (configuration + event tags in the client container).

7. Trigger setting

choose ga4 client as trigger gtm

Next, you need to set the trigger. In most cases, we would like the Pinterest Conversion API tag to forward all GA4 events. Therefore, under “Triggering,” choose GA4 Client. If you still want to use a Custom Event. Then go to triggers and choose custom event. Enter here the name of the event you want to measure (make sure it is sent to the server container as a GA4 event). Save the trigger and add it to the Pinterest conversion API.

You now have the Pinterest Conversion API set up in Google Tag Manager, nice going. Pinterest events are now measured server side. The next step of the Pinterest server side implementation is to add Event Deduplication. This is because currently Pinterest does not distinguish between events from the pixel and the conversion api. These dual measurements can be distinguished by Event Deduplication. This is the final step in the Pinterest implementation series.

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