Have you ever wondered how many clicks on your Pinterest ads actually lead to sales? Or perhaps you’ve been spending money on campaigns but aren’t sure which pins are truly driving results. If you’ve faced these questions, you’re not alone tracking conversions is one of the biggest challenges for Pinterest advertisers.
This is where the Pinterest Tag comes in. It’s a small piece of code you add to your website that allows you to monitor actions visitors take after clicking your Pinterest ads. Whether they make a purchase, sign up for your newsletter, or add an item to their cart, the Pinterest Tag records it all.
By setting up conversion tracking with the Pinterest Tag, you can:
- Measure ROI accurately and understand your cost per conversion.
- Optimize ad targeting to focus on the audiences most likely to convert.
- Run retargeting campaigns to re-engage visitors who didn’t convert the first time.
In this guide, we’ll walk you step-by-step through how to install, configure, and verify the Pinterest Tag, along with best practices to ensure your data is accurate. By the end, you’ll be able to confidently track your campaign performance and make smarter marketing decisions.
What Is a Pinterest Tag and How Does Conversion Tracking Work?
The Pinterest Tag is a small piece of JavaScript tracking code that you place on your website to collect detailed data about how users interact with your site after engaging with your Pinterest ads. Think of it as a direct line between your website and Pinterest Ads Manager every important action a visitor takes is reported back, so you can measure the effectiveness of your campaigns.
When a user clicks on your ad and completes a desired action such as making a purchase, subscribing to your email list, or adding an item to their cart the Pinterest Tag “fires” and records that activity. This data is then sent back to Pinterest, allowing you to:
- Track conversions in real-time.
- Understand which ads, keywords, and audiences drive the most value.
- Optimize campaigns for better performance.
- Run retargeting campaigns for users who visited but didn’t convert.
How Pinterest Tag Tracking Works (Step-by-Step Flow)
- User clicks your Pinterest ad
- They land on your website
- Pinterest Tag fires when the user reaches certain pages or performs tracked actions (events)
- Conversion data is sent to Pinterest Ads Manager
- You view and analyze the performance in your reports
By tracking actions instead of just clicks, the Pinterest Tag ensures your ad budget is focused on results that actually matter not just traffic.
Types of Pinterest Tag Events You Can Track
Pinterest Tag tracking isn’t limited to just purchases it can record a variety of conversion events that tell you exactly how users are interacting with your site. Each event gives you unique insights into the buyer’s journey so you can target them more effectively.
1. Page Visit
Triggered when a visitor loads a page on your website. This is useful for tracking general engagement or measuring interest in a specific product page or blog post.
Example:
A user clicks on your Pinterest ad for “Summer Dresses” and visits the product listing page. The Page Visit event fires, letting you know the ad successfully brought them to browse your store.
2. Add to Cart
Fires when a user adds an item to their shopping cart. This is one of the most valuable signals for retargeting campaigns.
Example:
Someone clicks your ad, adds a handbag to their cart, but leaves without completing the purchase. You can retarget them with an ad offering free shipping.
3. Checkout
Triggered when a customer begins the checkout process. It shows intent to purchase, even if they don’t complete the transaction.
Example:
A user adds shoes to their cart, clicks “Proceed to Checkout,” but abandons before payment. You can follow up with a reminder ad or discount offer.
4. Purchase
The most important event for eCommerce brands it records when a customer completes a purchase. This lets you directly measure Return on Ad Spend (ROAS).
Example:
You spend $50 on an ad and the Pinterest Tag records $200 in purchases from that campaign that’s a 4x ROAS.
5. Signup (Lead Generation)
Tracks when a visitor signs up for a newsletter, downloads a freebie, or creates an account. Perfect for building email lists or generating leads.
Example:
A blogger runs a Pinterest ad for a free recipe ebook. When a user fills in their email to get the ebook, the Signup event fires.
6. Custom Events
You can create custom events for actions unique to your business, like watching a video, clicking a specific button, or spending a certain amount of time on a page.
Example:
An online course creator could track when someone clicks “Start Free Lesson” to measure interest in their course content.
Pro Tip:
While you can track multiple events, it’s best to focus on high-intent actions (like purchases, checkouts, and signups) if your goal is ROI measurement.
Pinterest Tag Conversion Tracking Setup
Step 1: Create and Verify Your Pinterest Business Account
Before you can track conversions with Pinterest Tag, you must have a Pinterest Business Account. This unlocks advertising tools, analytics, and tracking features that personal accounts don’t provide.
1. Create or Upgrade to a Business Account
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If you’re new to Pinterest:
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- Go to business.pinterest.com.
- Click Sign Up and fill in your business name, email, and password.
- Choose your business type (e.g., Retail, Blogger, Service Provider).
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If you already have a personal account:
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- Log in to Pinterest.
- Click the down arrow in the top-right corner.
- Select Settings > Account Management.
- Click Convert to Business Account and follow the prompts.
2. Verify Your Website
Verification links your website domain to your Pinterest account, proving ownership. This is essential because:
- It enables Pinterest Analytics for your site.
- It helps Pinterest attribute conversions to your campaigns.
- It increases trust with Pinterest’s algorithm (verified domains often see better pin distribution).
How to Verify Your Website:
- In your Business Hub, go to Settings > Claimed Accounts.
- Enter your website URL and click Claim.
- Choose one of three verification methods:
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- HTML File Upload: Download a file from Pinterest and upload it to your site’s root directory.
- HTML Tag: Add a small code snippet to your website’s
<head>section. - DNS TXT Record: Add a record to your domain’s DNS settings (common for Shopify, WordPress, and Wix users).
4.Click Verify and wait for Pinterest to confirm (usually within 24 hours).
Pro Tip: If you’re using Shopify, Wix, or WordPress with popular SEO plugins like Rank Math or Yoast, you can paste the HTML tag directly into the “Pinterest Verification” field no coding required.
Step 2: Access the Pinterest Tag Manager
Once you have your Pinterest Business Account ready, the next step is to create your Pinterest Tag, which will be used for tracking conversions and user interactions on your website.
Here’s how to access the Tag Manager:
- Log in to Pinterest Ads Manager – Go to your business account dashboard and click on Ads in the top navigation bar.
- Navigate to the Conversions Section – In the dropdown menu, select Conversions. This section is dedicated to creating and managing your Pinterest tracking tags.
- Create a New Pinterest Tag – Click the Create Pinterest Tag button.
- Copy Your Unique Tag ID – Once created, Pinterest will generate a Tag ID specifically for your account. You’ll need this ID during installation to link your website data to your Pinterest Ads Manager.
Why this is important: Without creating your Pinterest Tag, you won’t be able to measure conversions, optimize your ads, or retarget visitors effectively.
Step 3: Choose Your Pinterest Tag Installation Method
After generating your Pinterest Tag, the next step is to install it on your website. Pinterest offers three main installation methods, allowing you to choose based on your technical comfort level and platform.
1.Manual Installation (Direct HTML Code)
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- Pinterest provides a small JavaScript code snippet.
- You need to paste this code inside the
<head>section of your website’s HTML. - This method is ideal if you have coding experience or direct access to your site’s source code.
2.Partner Integration (E-commerce & CMS Platforms)
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- Pinterest has native integrations with popular platforms like Shopify, WooCommerce, WordPress, Wix, Squarespace, and more.
- You simply connect your Pinterest account in the platform’s settings, and the tag is installed automatically no coding required.
- This is the fastest and safest way for non-technical users.
3.Tag Manager Tools (Google Tag Manager, etc.)
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- If you use Google Tag Manager (GTM) or a similar tag management system, you can add your Pinterest Tag there.
- This method is great for marketers who manage multiple tracking tags in one place and want more flexibility in event tracking.
Pro Tip: If you’re not comfortable editing website code, go for Partner Integration or Google Tag Manager these methods reduce the risk of errors and make future updates much easier.
Step 4: Install the Pinterest Base Code on Your Website
Once you’ve chosen your installation method, the first step is to install the Pinterest Base Code this is the main JavaScript snippet that powers your conversion tracking. Without it, Pinterest won’t be able to record any events or user actions on your site.
How to Install the Base Code Manually
- Copy the base code provided in Pinterest Tag Manager.
- Open your website’s HTML editor or theme files.
- Paste the base code into the
<head>section of your site’s HTML. - Make sure it’s placed above any other script tags (such as analytics scripts) to ensure it loads first and functions correctly.
Why Placement Matters
Placing the tag in the <head> ensures it loads early in the page lifecycle. If it’s placed too low in the code, there’s a chance it won’t fire before a user navigates away, leading to lost tracking data.
Security Best Practice
Never share your Pinterest Tag ID or the full code snippet publicly — this could allow unauthorized users to misuse your tracking setup. Keep it secure, just like you would with your Google Analytics or Facebook Pixel code.
Pro Tip: If you’re using Shopify, WordPress, Wix, or other supported platforms, you might not need to manually edit HTML partner integrations can add the base code automatically in the correct location.
Step 5: Configure Standard and Custom Events
Once your Pinterest base code is installed, you need to set up events so Pinterest can track specific user actions and conversions.
1. Track Standard Events
Pinterest supports predefined standard events to measure common user actions:
- PageVisit – When someone views a page on your site.
- AddToCart – When a visitor adds a product to their cart.
- Checkout – When a purchase is completed.
- SignUp – When a visitor creates an account or subscribes to your list.
2. Define Custom Events
If your business has unique goals (e.g., watching a demo video, downloading a PDF), create custom events to capture those actions. This ensures tracking is tailored to your conversion funnel.
3. Implement Events
- Manual Installation: Add the JavaScript event snippet provided by Pinterest to the relevant pages or action triggers.
- Using Google Tag Manager (GTM): Create a tag for each event and set triggers based on URLs or on-page actions no direct code edits needed.
4. Why Accurate Configuration Matters
Correctly set events provide deeper conversion insights and allow Pinterest to optimize ad delivery to people more likely to take meaningful actions on your site.
Pro Tip: Even if you plan to add custom events later, always start with PageVisit, AddToCart, and Checkout for complete funnel tracking.
Step 6: Enable Enhanced Match (Optional)
Enhanced Match is an optional Pinterest Tag feature that improves tracking accuracy and audience targeting by securely sending hashed customer data to Pinterest.
1. What Enhanced Match Does
- Sends encrypted (hashed) identifiers such as email addresses and phone numbers.
- Matches your site visitors to their Pinterest profiles with greater precision.
- Fills in tracking gaps when cookies or browser data are limited.
2. Benefits of Using Enhanced Match
- Improved Attribution: Helps Pinterest recognize more conversions, even if users switch devices or browsers.
- Better Audience Targeting: Enables stronger retargeting campaigns and more accurate lookalike audience creation.
- Stronger Data Quality: Gives Pinterest better signals to optimize your ad delivery.
3. How to Enable Enhanced Match
- Go to Ads Manager → Conversions → Pinterest Tag settings.
- Toggle Enhanced Match on.
- Map your website’s data fields (e.g., email, phone) to Pinterest’s required parameters.
- Ensure the hashing process is handled automatically by Pinterest before sending any data.
4. Security Note
All customer data is hashed locally before transmission, ensuring personal information is never exposed.
Pro Tip: If you have a checkout page, enabling Enhanced Match can significantly improve your campaign reporting accuracy and audience quality.
Step 7: Verify Tag Implementation
Once your Pinterest Tag is installed, it’s essential to confirm that it’s working correctly before launching any campaigns.
1. Use Pinterest’s Test Events Tool
- In Pinterest Ads Manager, go to Conversions → Test Events.
- Enter your website URL and interact with your site to trigger events (e.g., page visits, add-to-cart actions).
- Check that the corresponding events fire and are received by Pinterest in real time.
2. Monitor Real-Time Event Tracking
- Ensure each standard and custom event you’ve set up appears with the correct parameters.
- Validate that conversions (like purchases or signups) are logged accurately.
3. Check the Event History in Tag Manager
- If you’re using Google Tag Manager or another tag management system, open the Event History tab to confirm ongoing tracking.
- Look for event triggers firing on the right pages and under the correct conditions.
4. Troubleshoot Issues Immediately
- Missing events may indicate a code placement error.
- Double-check that your Tag ID is correct and script placement follows Pinterest’s guidelines.
Why This Step Matters: Accurate tag verification ensures your conversion data is trustworthy critical for optimizing campaigns and improving ROI.
Step 8: Monitor and Optimize Performance
Installing your Pinterest Tag is just the beginning ongoing tracking and adjustments are essential for long-term campaign success.
1. Review Conversion Metrics in Ads Manager
- Go to the Ad Reporting section of your Pinterest Business account.
- Track performance indicators such as Click-Through Rate (CTR), Conversion Rate (CVR), and Cost Per Acquisition (CPA).
2. Identify High- and Low-Performing Elements
- Compare campaign results to spot trends in audience segments, ad creatives, and placements.
- Pause or adjust underperforming campaigns while scaling those with strong ROI.
3. Adjust Targeting and Bidding Strategies
- Narrow or expand audience targeting based on which demographics convert best.
- Test different bid amounts and optimization goals (e.g., clicks vs. conversions).
4. Refresh Creative Assets Regularly
- Rotate ad images, headlines, and descriptions to avoid ad fatigue.
- Align creatives with seasonal trends or Pinterest Predicts insights.
5. Optimize Continuously
- Use the data from your Pinterest Tag to guide campaign refinements.
- Retarget website visitors and create lookalike audiences for broader reach.
Why This Step Matters: Continuous optimization ensures you’re not just collecting data you’re turning it into actionable strategies that improve ROI and scale your campaigns over time.
Conclusion
Setting up conversion tracking with the Pinterest Tag is essential for measuring and improving your Pinterest ad campaigns. By creating a Pinterest Business account, accessing Tag Manager, choosing the right installation method, and correctly installing the base code, you establish a strong foundation for tracking user actions. Configuring standard and custom events enhances insight into customer behavior, while enabling Enhanced Match increases tracking precision. Verifying tag implementation guarantees accurate data collection. Finally, continuously monitoring and optimizing campaign performance maximizes return on investment. Following these steps ensures effective conversion tracking and better marketing outcomes on Pinterest.
Frequently Asked Questions (FAQs)
1. What is the Pinterest Tag and why is it important?
The Pinterest Tag is a piece of JavaScript code that tracks user actions on your website after interacting with Pinterest ads. It measures conversions like purchases and sign-ups. This data helps optimize campaigns and improves ad targeting. Accurate tracking increases ROI and marketing effectiveness on Pinterest.
2. How do I verify my website domain on Pinterest?
Domain verification involves adding a meta tag or uploading an HTML file to your website’s root directory. Pinterest uses this to confirm website ownership. Verified domains unlock full access to analytics and enable features like rich pins. Verification also improves brand trust and conversion accuracy.
3. What are standard and custom events in Pinterest Tag?
Standard events are predefined user actions such as PageVisit, AddToCart, and Checkout. Custom events track unique actions tailored to your site’s goals. Both event types send data back to Pinterest for conversion measurement. Proper event setup enables detailed performance analysis.
4. Can I install Pinterest Tag without technical knowledge?
Yes, integration partners like Shopify or WordPress plugins simplify Pinterest Tag installation. You can also email instructions to a developer. Manual installation requires adding code to your website’s HTML. Using Google Tag Manager can ease event management without coding.
5. How does Enhanced Match improve Pinterest conversion tracking?
Enhanced Match securely sends hashed customer data like emails to Pinterest. This helps match website visitors to their Pinterest profiles more accurately. Improved matching increases conversion attribution precision. It also enhances audience targeting for retargeting and lookalike campaigns.
