Pinterest Conversions API (CAPI) Integration with Server-Side GTM

Why Pinterest Advertisers Need Server-to-Server Tracking

Pinterest is one of the highest-converting discovery engines for fashion, home decor, beauty, and lifestyle e-commerce brands. However, because over 80% of Pinterest engagement occurs on mobile devices, mobile browser privacy constraints severely degrade client-side Pinterest Tag tracking.

The Pinterest API for Conversions (CAPI) delivers direct server-to-server event synchronization, guaranteeing that offline sales, subscription renewals, and ad-blocked checkouts are accurately attributed to your Pinterest campaigns.

Key Match Keys for Pinterest CAPI

To achieve high attribution rates, Pinterest matches conversion events against user accounts using the following identifiers:

• epik: The Pinterest Click ID captured from ad query parameters (?epik=...).
• em: SHA-256 hashed lowercase customer email address.
• ph: SHA-256 hashed E.164 phone number.
• client_ip_address and client_user_agent: Forwarded from the initial edge request.

Step 1: Obtain Your Pinterest API Credentials

1. Open Pinterest Business Hub > Ads > Conversions.
2. Click on Conversion tags and navigate to the Conversions API tab.
3. Generate an API Access Token and note your Ad Account ID.

Step 2: Installing the Pinterest Server Tag in sGTM

Inside your TagFlow Server Container:

1. Navigate to Templates > Tag Templates > Search Gallery.
2. Search for and add the community template: Pinterest Conversions API.
3. Configure the tag with your Ad Account ID and Access Token.
4. Under Event Name, map your ecommerce actions: Checkout, AddToCart, PageVisit.

// Example Pinterest Payload in sGTM
{
  "event_name": "checkout",
  "action_source": "web",
  "event_time": 1712849200,
  "event_id": "ORDER_98231",
  "user_data": {
    "em": ["4f2913..."],
    "client_ip_address": "103.205.12.44",
    "client_user_agent": "Mozilla/5.0 (iPhone; CPU iPhone OS 17_4)...",
    "click_id": "epik_9918231"
  },
  "custom_data": {
    "currency": "USD",
    "value": "129.00",
    "order_id": "98231",
    "num_items": 2
  }
}

Step 3: Verification with Pinterest Test Events

Pinterest provides a real-time event inspector. Paste your Test Request Code into the tag settings, perform a test purchase on your storefront, and confirm the green Success (200 OK) response in Pinterest Events Manager.

Conclusion

Integrating Pinterest CAPI through TagFlow ensures your catalog and conversion ads optimize against comprehensive sales data. Deploy your dedicated container in under 60 seconds with TagFlow.