Pinterest Server Side Tracking

Reduce reliance on cookies
Accurate conversion tracking
More data for your campaigns
Become 100% GDPR compliant
Integrates with your existing Google Tag Manager setup

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What is Pinterest Server Side Tracking?

Pinterest Server Side Tracking is a method for measuring the performance of your advertising campaigns without your data being affected by browser limitations or privacy tools. Instead of placing tracking pixels and cookies directly in your visitors' browsers (known as client-side tracking), Server Side Tracking sends the data first to your own server. This means you have more control over the data you share with Pinterest. For example, you can choose to share only specific data or anonymize the data. Additionally, you are better protected against ad blockers. Server Side Tracking can also improve the performance of your advertising campaigns. Since the data is not affected by browser limitations, you can collect more accurate statistics. This can help you optimize your campaigns and achieve better results.

Reduce reliance on Third-Party Cookies

Third-party cookies are a powerful tool for marketers, but they are also a source of concern for internet users' privacy. More and more browsers, software, and smartphones are blocking third-party cookies. In 2024, all major players will eliminate these cookies.

No worries, there is an alternative: Server Side Tracking. With server side tracking, you can keep your tracking 100% accurate, even without using third-party cookies. In server side tracking, the tracking data is not stored in the user's browser but on the marketer's server. This makes it more difficult for the user to block the tracking.

Accurate conversion tracking

Narrower conversion tracking is essential for successful Pinterest campaigns. Unfortunately, 10-30% of data is already missed due to the blocking of third-party cookies. This is a problem because platforms like Google and Facebook rely heavily on algorithms and data. The more marketing data you send to these platforms, the better your results can be.

Server side tracking is also important for enriching your data. The server container acts as an HTTP API endpoint, allowing you to send data from various sources to Google Tag Manager, such as your CRM data. This way, you can get additional user data into GTM and send it to the advertising platforms.

Result ⇾ More conversions in your campaigns.

Better aligned with GDPR

Server side tracking is a powerful tool that helps comply with the General Data Protection Regulation (GDPR) legislation. This legislation requires organizations to respect the privacy of their customers and protect their personal data. TAGGRS, a Server Side Tracking solution, makes this process simpler and more effective.

With Server Side Tracking via TAGGRS, you have full control over which data you share with which software. You can even filter out specific personal data from tracking, which is a significant advantage in terms of privacy protection. TAGGRS has servers around the world, allowing data to be stored within the borders of the EU, which is also in accordance with GDPR regulations.

Thus, with Server Side Tracking via TAGGRS, you can ensure compliance with GDPR legislation while still collecting and using valuable data to improve your online marketing efforts. You can provide your customers with the privacy they deserve while effectively utilizing the data you collect.

Little known fact

When you send parameters in the URL, such as UTM tags, the cookie lifespan in Safari and Firefox is limited to 1 day! With server side tracking, the lifespan of this cookie is extended, ensuring that all conversions are attributed to the correct source.

Setting up Pinterest Server Side Tracking

In the video below, Lowie Verschelden shows step by step how to set up Pinterest server side tracking.

1. Create a Google Tag Manager Server Container

This is the first step because you need a server container to manage your server side tags. With a server container, you can place tags on your website without having to modify your website's code. It allows you to manage tags from one central location. We have written a blog on how to set up a solid foundation in 7 steps so you can start with server side tracking.

create-server-container-google-tag-manager

2. Installeer de Pinterest tag

With the Pinterest Tag, you can track actions that people take on your website. These valuable insights not only help you measure campaign performance but also optimize your spending and create specific audiences to target on Pinterest. It is the key to understanding visitor behavior after they have seen your promoted Pin.

3. Set up the Pinterest Conversion API

The Pinterest Conversion API is a new solution that enables advertisers to measure and fine-tune conversions on their websites. Instead of relying on traditional tracking pixels, this API sends web event data directly from the advertiser's server to Pinterest.

4. Ensure that event deduplication is set up

Ensure optimal tracking accuracy with Pinterest Event Deduplication. This prevents duplicate conversion counts and guarantees a more reliable representation of your conversion data. The result? Clean data that helps you make better decisions and optimize your Pinterest advertising results.

Test your settings

Make sure to test your tracking settings to ensure that everything is working correctly. This is a crucial step to ensure you don't encounter issues with your tracking later.