Pinterest’s Conversions API (CAPI) helps advertisers track conversions and optimize ads by sending server-side event data directly to Pinterest. This guide walks you through the setup process step by step.
Step 1: Understand How CAPI Works
Pinterest CAPI allows you to send events (e.g., purchases, sign-ups) from your server instead of relying only on browser-based tracking like the Pinterest Tag. This improves data accuracy and performance, especially with increased privacy restrictions.
Step 2: Requirements for Setting Up CAPI
Before setting up CAPI, ensure you have the following:
✅ A Pinterest Business Account
✅ Pinterest Tag ID (Get this from your Pinterest Ads Manager)
✅ Access to Your Server (or a developer who can implement API calls)
✅ Developer Skills (knowledge of APIs, JSON, and server-side scripting)
Step 3: Choose Your Integration Method
Pinterest offers multiple ways to integrate CAPI:
Direct API Integration (For businesses with development resources)
Partner Integrations (If you use platforms like Shopify or Google Tag Manager)
Third-Party Connectors (Such as Zapier or Segment)
Step 4: Generate Access Token
- Go to Pinterest Business Hub
- Navigate to Ads Manager → Conversions → API Access
- Click Generate Token
- Copy and securely store your access token (You’ll use this for authentication)
Also Read: Pinterest Faces Challenges in Growing Ad Revenue
Step 5: Set Up Server-Side Event Tracking
1. Identify Events to Track
Common Pinterest CAPI events include:
✅ Page Visit (page_visit)
✅ Add to Cart (add_to_cart)
✅ Purchase (checkout)
✅ Sign Up (lead)
2. Format Events in JSON
Example of a purchase event:
Important: Pinterest requires hashed user data (emails, phone numbers) using SHA-256 encryption.
3. Send Data to Pinterest’s API Endpoint
Use a POST request to send event data:
Step 6: Test Your Integration
✅ Use Pinterest’s Event Tester in Ads Manager to verify if events are received correctly.
✅ Check logs for errors and confirm successful event transmission.
✅ Use real user actions to test event tracking.
Step 7: Monitor and Optimize Performance
Regularly review Pinterest Ads Manager for CAPI event data.
Adjust event parameters based on campaign performance.
Combine CAPI with Pinterest Tag for a complete tracking strategy.
Final Thoughts
Setting up Pinterest Conversions API boosts your ad tracking accuracy and campaign effectiveness. Whether integrating manually or using a third-party service, make sure your data is hashed, structured correctly, and tested before launching campaigns.
Need help? Check Pinterest Developer Docs or consult a developer for assistance!
