Configure the Pinterest Conversion API in server side GTM
Ate Keurentjes | 12 July 2023 | Last updated: 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 are sent client-side via the Pinterest tag, we want to send the events that are missed (due to browser blockers and ad-blockers) server-side as well. This can be done with the Pinterest Conversion API. But how do you set it 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 businesses are used to working with the client side Pinterest tag. In this blog, we will assume 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
Click 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 via Viewing: info → info.
4. Conversion access token Pinterest
Next, under API Access token, enter the generated code. Go to Ads → Conversions → Conversions access token → Generate token in your Pinterest account. Enter the code within Google Tag Manager.
5. Event name
Here you choose whether you want to include all events you measure for GA4 (configuration tag and all GA4 event tags in the client container) or send a specific event. For the former you select inherit from client. For a specific event, use override client data and enter the event name you want to send to Pinterest. Note: In this 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 parameters. If you installed the Pinterest tag also client side (recommended), it is necessary to send a unique event ID along for Deduplication. Therefore, click override client data.
Then click Event data and click Add parameter. Select event_id. Haven't created this as a variable yet? Then read our blog on deduplication. This works the same way as with the Meta Conversion API.
Note: Don't forget to add the event ID to the Pinterest client side tags and all involved GA4 tags (configuration tag and event tags in the client container).
7. Trigger setting
Next, you need to set the trigger. In most cases, we want the Pinterest Conversion API tag to forward all GA4 events. Therefore, under Triggering, choose GA4 Client. Want to use a custom event? Then go to Triggers and choose Custom Event. Enter 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. The 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 duplicate measurements can be distinguished by Event Deduplication. This is the final step in the Pinterest implementation series.
