Pinterest Tag (Enterprise Destinations)

  • Enterprise
  • Destinations

MetaRouter makes it easy to send your data to Pinterest Tag. Once you follow the steps below, your data will be routed through our platform and pushed to Pinterest Tag in the appropriate format.

What is Pinterest Tag and how does it work?

Pinterest Tag is an ad management platform that creates JavaScript tags to track user actions once they click on or view an ad. In doing this, it is able to record website conversions tied to your specific ad campaigns. Using this platform enables audience targeting based on user behavior such as page views, videos watched, or orders completed. It also enables campaign optimization based on promoted pin performance and downstream user behavior such as products liked, shared, or purchased.

The Pinterest Tag allows you to track user events on your website after viewing your promoted Pin. You can then use this information to gauge the effectiveness of your ad campaign and create audiences to target on Pinterest. In order to use this tag, you must implement two separate components. First, you need to add JavaScript base code to every page of your website. Second, you need to add JavaScript event tracking code on specific pages where you want to track conversion events. You can provide additional information about an event by attaching an object that contains event data such as value or quantity. In order to do this, you'll have to hard-code values or pass them back dynamically.

Learn more about Pinterest

Why send data to Pinterest Tag using MetaRouter?

This integration can be very complicated to implement without MetaRouter; the base code for each customer is unique and must be obtained from the Pinterest UI or API. If you want to track custom events, you'll need to familiarize yourself with the Pinterest API to both locate the correct base and event tracking code as well as install it correctly into your own site. It typically needs to be added by a webmaster or developer to prevent errors.

Using MetaRouter, you can send page views and event data directly to Pinterest without needing to manually install any extra JavaScript on your website. Just enable the Pinterest destination in your MetaRouter UI, and we'll automatically take care of mapping a standard set of events to recognized Pinterest Tag events. MetaRouter also allows you to define and map your own events to supported Pinterest events without any custom code. All of this data is immediately available for analysis in your Pinterest dashboard.

Integrating Pinterest with MetaRouter cuts out any need for additional implementation resources, saving your development team valuable time.

Getting Started with Pinterest Tag and MetaRouter

To get started sending events to Pinterest, first sign up for Pinterest for Business.

Note: This destination supports client-side Analytics.js only. You also need to have implemented MetaRouter within your website prior to enabling this connector.

Pinterest Side

Begin by logging into your Pinterest for Business account. Create your conversion tracking tags by choosing from the Ads dropdown and selecting Conversion Tracking.


On the next page, choose Create a Pinterest tag.


Give your new tag a custom name, and choose Next. This next page will show your Pinterest conversion tag for that custom event name.


The generated Pinterest tag contains a value shown in red in two places. Copy this value, which will be your tagId.

MetaRouter Side

You can configure your integrations using a integrations.yaml config file, where you define multiple destinations, each one with its custom settings.

The only configuration needed is the tagId, which represents the id that you've got from the previous step.

Here is an example of integrations.yaml:

- name: 'pinterest'
    tagId: '2612826764086'
    handleCustomAsPartnerDefinedEvent: true
    valueFieldIdentifier: 'price'
      - event: 'Custom Event 1'
        mapping: 'ViewContent'
        valueFieldIdentifier: ''
      - event: 'Custom Event 2'
        mapping: 'Subscribe'
        valueFieldIdentifier: 'price'
      - event: 'ViewCategory'
        mapping: 'ViewContent'
      - event: 'Order Updated'
        mapping: 'ViewContent'
        valueFieldIdentifier: 'revenueFORtest'
      - 'prop1'
      - 'prop2'

In this configuration, tagId represents the ID that you've got from the previous step.

Pinterest also allows sending Partner Defined events, which are additional events that you've defined for the purpose of audience targeting. When handleCustomAsPartnerDefinedEvent is true we'll send your custom's event concatenated name as the event parameter.

Take the following request:

  "opts": {
    "clone": true,
    "traverse": true
  "obj": {
    "context": {
      "ip": ""
    "originalTimestamp": "1901-01-01T00:00:00.000Z",
    "receivedAt": "2019-04-02T12:42:36.000Z",
    "sentAt": "1901-01-01T00:00:00.000Z",
    "timestamp": "0293-04-11T23:47:16.000Z",
    "type": "track",
    "userId": "41b70e4a-5ff4-4ff4-a34f-0f4c6cee231a",
    "writeKey": "THD1",
    "event": "Payment Info Entered",
    "properties": {
      "checkout_id": "39f39fj39f3jf93fj9fj39fj3f",
      "order_id": "dkfsjidfjsdifsdfksdjfkdsfjsdfkdsf"
    "channel": "server"

When handleCustomAsPartnerDefinedEvent is false, we'll send a event:custom parameter with your conversion, and additionally, a custom_event_name parameter with your custom event's name. The conversion payload for the previous request will look like:

  "tid": "2613336903169",
  "noscript": 1,
  "ed[checkout_id]": "39f39fj39f3jf93fj9fj39fj3f",
  "ed[order_id]": "dkfsjidfjsdifsdfksdjfkdsfjsdfkdsf",
  "ed[custom_event_name]": "PaymentInfoEntered",
  "event": "custom"

When handleCustomAsPartnerDefinedEvent is true, we'll send a Partner Defined event, with the event parameter the same as your custom event concatenated name. The conversion payload for the previous request will look like:

  "tid": "2613336903169",
  "noscript": 1,
  "ed[checkout_id]": "39f39fj39f3jf93fj9fj39fj3f",
  "ed[order_id]": "dkfsjidfjsdifsdfksdjfkdsfjsdfkdsf",
  "event": "PaymentInfoEntered"

customEventsMapping list allows you to define your own mapping for custom events that you track with analytics.track(). Using the config file from the example, when calling analytics.track('Custom Event 1') we'll send a ViewContent event to Pinterest. We use the following parameters:

  • event : your track() event
  • mapping : the event send to Pinterest
  • valueFieldIdentifier : we'll set the conversion value based on the field mapped here

The customPropertiesForStandardEvents list allows you to send additional custom parameters mapped from your properties of yourtrack() calls to your conversions, for all the standard events.

Pinterest Enhanced Match

Pinterest Enhanced Match is a slight modification of the Pinterest Tag to send back secure, hashed email addresses with your conversions. With Enhanced Match, you'll be able to see more conversions (by tracking website actions when there's no Pinterest cookie present).

You can send the users emails with your track() calls. If the email is already hashed with SHA256 we'll send it like that, otherwise we'll hash it for you.


According to Pinterest Conversion tag documentation, the following are the events that we can track:

  • Checkout
  • AddToCart
  • PageVisit
  • Signup
  • WatchVideo
  • Lead
  • Search
  • ViewCategory
  • Custom
  • [Partner-defined event] - Note: Any additional event defined for the purpose of audience targeting. Unique events aren’t available for conversion reporting.

The following Analytics.js Events are matching the following Pinterest Specific Events:

  • Products Searchedsearch
  • Product List Viewedviewcategory
  • Promotion Viewedpagevisit
  • Product Viewedpagevisit
  • Product Addedaddtocart
  • Cart Viewedpagevisit
  • Order Completedcheckout

Because Pinterest offers a Standard Event custom that is available for conversion reporting, for all unmatched Analytics.js events we decided to send data to use this last one.


We'll send all of your events to the standard Pinterest pagevisit event, after removing PII from the payload.

© 2020 MetaRouter

Disclaimer: MetaRouter Cloud leverages code from several of Segment's fabulous library of open-source tools, including their source SDKs, destinations, and core Analytics.js library. As some of the core configurations outlined in our docs are largely identical to Segment's, we often re-purpose, and in some cases copy, directly from Segment's docs. In the cases where we have forked Segment's tools, we acknowledge and attribute all credit to Segment for their creation and subsequent documentation.