The Pinterest tag is a piece of code you add to your website so Pinterest can see what people do on your site after seeing or engaging with your Pinterest ads. It's Pinterest's version of a pixel. With it you can track conversions, measure campaigns, build audiences for targeting and qualify for the Verified Merchant Program. Install it from Ads Manager under Conversions.
If you've used the Meta pixel, the idea is the same: a base code on every page, plus event codes on the pages where something you care about happens, such as a checkout or a sign-up.
What the Pinterest tag lets you do
Pinterest lists five things the tag unlocks:
- Track and optimise conversions.
- Measure campaign performance.
- Build audiences for targeting, such as people who visited your site.
- Become a verified merchant.
- Access conversion insights.
Without it, you mostly see what happens on Pinterest itself, such as impressions, saves and clicks. The tag connects those clicks to sales and leads on your own site, which is the number that tells you whether ads are paying their way.
Before you start
Pinterest says you need two things in place first: a Pinterest business account and an advertiser account. If you're still on a personal profile, my guide on creating a Pinterest business account covers converting it. You'll also need a computer; Pinterest says the tag can't be installed from a mobile device at the moment.
Three ways to install the Pinterest tag
| Method | Best for | How |
|---|---|---|
| Integration partner | Sites on a supported ecommerce or website platform | Enter your website URL, click Check and follow the partner instructions if your site is eligible |
| Email instructions | Anyone with a developer or colleague who manages the site | Send the setup instructions from Pinterest straight to them |
| Manual setup | People comfortable editing their site code | Skip the other options and add the base code yourself |
To get there: log in to your business account, click the menu icon at the top left, choose Conversions under Business, then Get started. If you've already claimed a domain that's eligible for a partner, Pinterest lists those partners straight away. Pinterest notes it can take up to 24 hours for a newly installed tag to show in Ads Manager.
Base code versus event codes
Think of it as two layers that work together.
This trips up a lot of first installs. The base code goes on every page of your website. Event codes only go on the pages where you want to track a specific action. Pinterest says event codes are needed for conversion campaigns, dynamic retargeting, conversion insights and the Verified Merchant Program.
The events you can track
| Event | What it records |
|---|---|
| PageVisit | Views of primary pages, such as product or article pages |
| ViewCategory | Views of category pages |
| Search | Searches on your site |
| AddToCart | Items added to a cart |
| InitiateCheckout | The start of checkout |
| Checkout | Completed transactions |
| Signup | Sign-ups for your product or service |
| Lead | Interest in your product or service |
| Subscribe | Subscriptions to updates |
| WatchVideo | Video views |
| Custom | An action unique to your business |
Pinterest's list goes further, with AddPaymentInfo, AddToWishlist, ViewContent, Contact, Schedule, FindLocation, CustomizeProduct, SubmitApplication and StartTrial for more specialised businesses. For dynamic retargeting, Pinterest requires product IDs to be sent with PageVisit and AddToCart events.
Enhanced match: match more of your visitors
Automatic enhanced match lets the tag share hashed details customers type into forms on your site, such as email, name and phone number, so Pinterest can match more visitors to Pinterest accounts. Pinterest says values are hashed with SHA-256 in the browser before they're sent, raw information is never stored, and for new advertisers it's switched on by default. You can turn it off or choose which details to share in Tag manager under Conversions.
It only works with the JavaScript tag, the tag must be on every page with a form, and it can't run inside an iFrame.
How to check your tag is working
- Test events in Ads Manager. Under Conversions, open Test events, enter your website URL and click Launch. Use your site as a customer would, then go back to Pinterest to see the events logged.
- Use the Pinterest Tag Helper. This Chrome extension from Pinterest shows the events on any page; its icon turns red and shows the number of events it finds.
- Review event history. Under Conversions, scroll to Event history for an overview of activity on your site.
The Tag Helper flags common mistakes too, such as the same product ID being sent for every product, or an enhanced match value that's empty. Pinterest notes an empty email value isn't always a problem, because visitors who aren't logged in can't send one.
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Pinterest tag and the Conversions API
The Conversions API sends events from your server rather than the browser. Pinterest recommends running both, passing the same events through each, and switching on deduplication with matching event IDs so conversions aren't counted twice. It also suggests sending events as close to real time as possible, ideally within an hour. You generate the access token for it from Set up API under Conversions.
Once data flows, Pinterest Analytics and the conversion reports in Ads Manager show what your Pins and ads lead to.
My verdict
If you run Pinterest ads or plan to, install the tag before you spend anything. Use a partner integration if your platform has one, add Checkout, AddToCart and PageVisit at minimum, leave automatic enhanced match on, and check it with Test events. Without the tag you're judging ads on clicks alone, and clicks don't pay the bills.
The tag is set up inside the ads area, and my guide to Pinterest Ads Manager shows the rest of it.
Frequently asked questions
What is the Pinterest tag?
It's a piece of code you add to your website so Pinterest can track visits and actions people take after seeing your Pinterest ads. It works like a pixel and is used for conversion tracking, audiences and campaign measurement.
Is the Pinterest tag the same as a Pinterest pixel?
Yes. People often call it the Pinterest pixel. Pinterest's own help pages call it the Pinterest tag.
How long does the Pinterest tag take to work?
Pinterest says it can take up to 24 hours after installation for the tag to be reflected in Ads Manager.
Do I need a business account for the Pinterest tag?
Yes. Pinterest says you need a Pinterest business account and an advertiser account before you can add the tag to your website.
