Pinterest Tag

The Pinterest Tag tracks user actions on your website and reports them back to Pinterest Ads. It enables conversion optimization, audience building, and attribution for Pinterest advertising campaigns. The standard events — Checkout, AddToCart, PageVisit, Search, ViewCategory — map to natural shopping and browsing moments that align with how Pinterest users discover and purchase products.

Prerequisites

• Pinterest Tag ID from your Pinterest Ads account (a numeric ID like 2612345678901)
• Access to Pinterest Ads Manager to verify events in the Conversions section

Installation via Community Template

Use the Pinterest Tag community template rather than Custom HTML — Pinterest maintains an official template in the GTM Community Template Gallery that handles the base code initialization correctly.

1. In GTM, create a new Tag → Discover more tag types → Community Template Gallery

2. Search for “Pinterest Tag” — select the template published by Pinterest

3. Add to workspace

4. Create your base tag: Pinterest Tag — PageVisit

   • Tag Type: Pinterest Tag
   • Tag ID: your Pinterest Tag ID
   • Event: PageVisit
   • Trigger: All Pages
   • Save

5. Publish the base tag before adding additional events

Note

The base PageVisit tag on All Pages initializes the Pinterest Tag library and fires a PageVisit event on every page load. This is required — you cannot fire standard events without the base initialization running first on the same page.

Standard events

Checkout (Purchase)

The most important event for conversion optimization.

Event: Checkout
Parameters:
  value: {{DL - Revenue}}              (required — number)
  currency: {{DL - Currency}}          (required — ISO 4217 code, e.g., "USD")
  order_id: {{DL - Transaction ID}}    (required for deduplication)
  line_items: [                         (array of products)
    {
      product_name: {{DL - Item Name}},
      product_id: {{DL - Item ID}},
      product_price: {{DL - Item Price}},
      product_quantity: {{DL - Item Quantity}}
    }
  ]
  event_id: {{DL - Event ID}}          (required if using Conversions API)

Trigger: Custom Event — purchase

AddToCart

Event: AddToCart
Parameters:
  value: {{DL - Price}}
  currency: {{DL - Currency}}
  line_items: [
    {
      product_name: {{DL - Product Name}},
      product_id: {{DL - Product ID}},
      product_price: {{DL - Price}},
      product_quantity: {{DL - Quantity}}
    }
  ]
  event_id: {{DL - Event ID}}

Trigger: Custom Event — add_to_cart

ViewCategory

Fire on category or collection pages.

Event: ViewCategory
Parameters:
  value: {{DL - Category}}
  line_items: [{ product_category: {{DL - Category Name}} }]

Trigger: Custom Event — view_item_list

PageVisit

This fires automatically with your base tag on All Pages. No additional configuration needed for standard page tracking. If you want to pass additional data on specific page types (e.g., product pages), you can create additional PageVisit tags with parameters:

Event: PageVisit
Parameters:
  property: {{Page Type}}
  line_items: [{ product_name: {{DL - Product Name}} }]

Search

Event: Search
Parameters:
  search_query: {{DL - Search Term}}

Trigger: Custom Event — search

Lead

Event: Lead
Parameters:
  lead_type: {{Form Type}}
  value: {{Lead Value}}
  currency: {{DL - Currency}}
  event_id: {{DL - Event ID}}

Trigger: Custom Event — generate_lead

Signup

Event: Signup
Parameters:
  lead_type: "Account Registration"
  event_id: {{DL - Event ID}}

Trigger: Custom Event — sign_up

Enhanced Match

Enhanced Match sends hashed customer information with events to improve match rates and attribution accuracy. Pinterest matches the hashed data against their user profiles.

Supported fields:

• Email address (SHA-256 hashed)
• Phone number (SHA-256 hashed, E.164 format: +15551234567)

Configuration:

In the Pinterest Tag template, there is an Enhanced Match section. Map your hashed variables:

// Custom JavaScript Variable: Pinterest - Hashed Email
// (Assumes hashed email is pushed to dataLayer by your backend)
function() {
  return {{DL - User Hashed Email}} || undefined;
}

As with Meta, hash server-side and push the hash to the dataLayer — do not hash in the browser.

Pinterest Conversions API (CAPI)

Pinterest’s Conversions API is the server-side companion to the client-side tag. Configure it in sGTM using the Pinterest Conversions API community template for sGTM.

Setup:

1. In your sGTM container, add the Pinterest Conversions API template from the gallery
2. Configure:
   • Ad Account ID: from Pinterest Ads Manager
   • Conversion Token: generate in Pinterest Ads Manager → Conversions → CAPI → Create new access token
   • Event Name: Map from GA4 event name
   • Event ID: Map from event parameter (same ID as client-side)

Deduplication:

Pinterest deduplicates using event_id. The same event_id passed in both the client-side tag and CAPI results in Pinterest counting the event only once.

Generate and push event_id to the dataLayer before the purchase event:

dataLayer.push({ ecommerce: null });
dataLayer.push({
  event: 'purchase',
  event_id: 'ev-' + Date.now() + '-' + Math.random().toString(36).substr(2, 9),
  ecommerce: {
    transaction_id: 'ORDER-123',
    currency: 'USD',
    value: 59.99,
    items: [...]
  }
});

User data for CAPI:

Pinterest CAPI accepts the same set of hashed user data as the Enhanced Match feature. Pass hashed email and phone when available. Also pass the _pinterest_ct cookie (Pinterest’s click tracking cookie) if present.

Verifying your implementation

1. Go to Pinterest Ads Manager → Ads → Conversions
2. Select your Tag ID
3. Check “Recent activity” to see events that fired in the last 24 hours
4. Verify event names, parameter values, and match quality

Pinterest also has a Tag Health feature that shows active and inactive events and flags configuration issues.

Common mistakes

Firing PageVisit without parameters on product pages

On product pages, your PageVisit event should include product details in line_items. This improves Pinterest’s Dynamic Product Ads targeting. A blank PageVisit on product pages misses the product attribution opportunity.

Not including order_id in the Checkout event

Pinterest uses order_id to detect and deduplicate checkout events. Without it, users who refresh the thank-you page generate duplicate conversions. Always include order_id on the Checkout event.

Using the wrong currency format

Pinterest expects ISO 4217 currency codes: USD, EUR, GBP, etc. Do not pass currency symbols ($, €) or informal abbreviations.

Passing revenue as a formatted string

// ❌ String with formatting
value: "$59.99"

// ❌ String without symbol
value: "59.99"

// ✅ Number
value: 59.99

Related articles

Meta Pixel (Client-Side) Similar client-side pixel setup with comparable standard events and parameters.

TikTok Pixel & Events API Another social platform with similar pixel + CAPI dual-implementation pattern.