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How do you set up Pinterest Event Deduplication?

pinterest-event-deduplication-set-up-google-tag-manager

The use of Pinterest server-side tracking(Pinterest Conversion API) is gaining ground within the digital marketing industry. This technique counteracts pixel-blocking caused by ITPs and AdBlockers, thus increasing the lifetime of Pinterest cookies, which is essential for accurate data analysis. When measuring Pinterest data on both the client side and the server side, some events may be measured twice. Pinterest would like to distinguish between events coming from the pixel and those coming from the conversion API, in order to achieve purer data analysis. That's why Pinterest has introduced a "Unique Event ID. In this article, we explain how to apply Pinterest event deduplication by setting it up in Google Tag Manager. This includes setting up event deduplication both on the client side and on the server side to create an optimized and efficient tracking system.

Note: This blog is only about Pinterest. Deduplication is not required for most other tags unless otherwise noted.

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

Pinterest Event Deduplication set up

pinterest-event-deduplication-set-up

Set up Pinterest Event Deduplication in Google Tag Manager (both client and server side)

Total Time: 10 minutes

Step 1: Create variable (web container)

Default-workspace-webcontainer-variables

First, we need to set up the required variable before we can begin further configuration. Within the u003cstrongu003e web container (client side) u003c/strongu003e, go to u003cstrongu003e'Variables'u003c/strongu003e and click on u003cstrongu003e'New'u003c/strongu003e. Have you already created these, because you already have u003ca href=u0022https://taggrs.io/event-deduplication-meta-instellen/u0022u003eMeta Event Deduplicationu003c/au003e set up, for example? Then go to u003cstrongu003estep 3u003c/strongu003e.

Step 2: Set variable (web container)

create-unique-event-id-variable-gtm-webcontainer

Click u003cstrongu003e'Variable configuration'u003c/strongu003e and then choose u003cstrongu003e'Discover more tag types in the Community Template Gallery'u003c/strongu003e. Here, search for unique event id and add the u003cstrongu003e'Unique Event ID'u003c/strongu003e variable to the workspace. Name the variable u003cstrongu003e Event ID u003c/strongu003eand save it.

Step 3: Select Pinterest pixels (web container)

web-container-google-tag-manager-tags

Go to u003cstrongu003e'Tags'u003c/strongu003e within the web container and click on the u003cstrongu003ePinterestu003c/strongu003e u003cstrongu003ePixelu003c/strongu003e. Not set up a Pinterest Pixel yet? Then take a look at u003ca href=u0022https://taggrs.io/pinterest-tag-instellen/u0022 target=u0022_blanku0022 rel=u0022noreferrer noopeneru0022u003edeither blogu003c/au003e. In this example, we are using a template. Due to the transition from UA to GA4, it is necessary to create multiple tags from this template. One per event you want to measure. Do you also have multiple tags from the Pinterest Pixel? Then add the u003cstrongu003eevent_idu003c/strongu003e to each tag as described below.

Step 4: Set Pinterest pixels (web container)

pinterest-page-view-tag-set-up-google-tag-manager-web-container

Under u003cstrongu003eEvent to Fireu003c/strongu003e, choose the event you are measuring the pixel. In the example, we will use u003cstrongu003epage_viewu003c/strongu003e. For this event you have to select u003cstrongu003ePage Visitu003c/strongu003e. Then check u003cstrongu003eCustom Parametersu003c/strongu003e. Next, enter u003cstrongu003eevent_idu003c/strongu003e (copy literally) under u003cstrongu003eNameu003c/strongu003e and add your created u003cstrongu003eUnique Event IDu003c/strongu003e variable under u003cstrongu003eValueu003c/strongu003e. Then save the tag.

Step 5: Set up GA4 configuration tag (web container)

google-tag-ga4-configuration-event-deduplication

Go to Tags → Google Tag. Then, under u003cstrongu003eConfiguration parameteru003c/strongu003e, add the following parameteru003cstrongu003e: event_id - {{Event ID}}u003c/strongu003e. Then save the tag and Pinterest is deduplicated to the u003cstrongu003eClient Sideu003c/strongu003e.

Step 6: Set up GA4 Events tags (web container)

google-tag-manager-workspace-tags-web-container

Then repeat this for all u003cstrongu003eGA4 Event Tagsu003c/strongu003e. When all the tags are set press u003cstrongu003e'Submit'u003c/strongu003e at the top right to set the container u003cstrongu003eliveu003c/strongu003e.

Step 7: Create new variable (server container)

variables-server-container-workspace-gtm

You now have Pinterest event deduplication u003cstrongu003eclient sideu003c/strongu003e set up, nice going! Now we still need to deduplicate Pinterest in the u003cstrongu003eserver container (server side)u003c/strongu003e. Within the u003cstrongu003eserver containeru003c/strongu003e, go to u003cstrongu003eVariablesu003c/strongu003e and click on u003cstrongu003eNewu003c/strongu003e.

Step 8: Set variable (server container)

Set-up-event-id-variable-server-container-gtm

Click on the u003cstrongu003e pencil u003c/strongu003e. Then click on u003cstrongu003eEvent Datau003c/strongu003e and select it. Next, under key path, enter u003cstrongu003eevent_idu003c/strongu003e. Give the variable a name, for example: u003cstrongu003eEvent IDu003c/strongu003e. Then save the variable. Don't see u003cstrongu003eEvent Datau003c/strongu003e? Then you're probably working in the client-side container instead of the server container.

Step 9: Select Pinterest Conversion API (server container)

select-pinterest-conversion-api-server-container-gtm

Within the u003cstrongu003eserver containeru003c/strongu003e, go to u003cstrongu003eTagsu003c/strongu003e and select the u003cstrongu003ePinterest Conversion APIu003c/strongu003e. Not created a Pinterest Conversion API yet? Then go to u003ca href=u0022https://taggrs.io/pinterest-conversion-api-instellen/u0022u003edezeu003c/au003e blog.

Step 10: Customize Pinterest Conversion API (server container)

set-up-pinterest-event-deduplication-pinterest-conversion-api-tag-gtm-server-container

Click u003cstrongu003eOverride client datau003c/strongu003e under u003cstrongu003eEvent Datau003c/strongu003e. Next, make sure that under u003cstrongu003e Parameter Name, Event IDu003c/strongu003e is listed. Next, under u003cstrongu003eParameter Valueu003c/strongu003e, add the u003cstrongu003ea created variableu003c/strongu003e.

Step 11: Putting container live (server container)

Now put the server container live et voilla: your first Pinterest Conversion API implementation! You have now gone through the entire Pinterest implementation sequence, nice going! From now on, all events from Pinterest will be measured and deduplicated both client side and server side.


About the author

Ate Keurentjes

Ate Keurentjes

Server Side Tracking Specialist at TAGGRS

Ate Keurentjes is a Server Side Tracking specialist at TAGGRS. He has experience with several Google Tag Manager concepts. Keurentjes has been editing and writing about the latest developments and trends in data collection / Server Side Tracking since 2023.

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