The Pinterest Tag allows you to track actions people take on your website after viewing your ad on Pinterest. Use this information to measure your return on ad spend (RoAS) and to create target audiences. The Pinterest Tag has two components: The base code that you place on every page on your website The event code that you place on pages where you want to track conversions The base code is required for conversion tracking. It's generated in the Conversion Tag Manager (link requires login), and it contains your unique tag ID. You only need to generate the base code once for your account. We recommend putting the code on every page of your website. This lets you create audience lists for your entire website. At a minimum, you must place the base code on any page where you want to track conversions. Place the base code between the and tags in your HTML. It must appear only once on a page and must run before the subsequent event code. Example of Pinterest Conversion Tag base code: It is not recommended to copy and paste the tag code from this guide. Get your personalized base code from our UI or API. When you obtain your base code from our UI or API, it will have your unique Pinterest Conversion Tag ID inserted in the proper locations of the code, where you see YOUR_TAG_ID in the above example. To track conversions, you must specify an event code in addition to the base code. What follows includes information on the event code types you can use, templates showing how to use event codes, and recommendations on event code placement. The table below shows the events that you can track with the Pinterest Conversion Tag. Event Purpose Usable for Audience Creation Usable for Conversion Reporting AddPaymentInfo Track people who enter payment information, such as a credit card number. No Yes AddToCart Track people who add items to shopping carts. Yes Yes AddToWishList Track people who add a viewed item to a wish list. No Yes Checkout Track people who complete transactions. Yes Yes Contact Track people who contact you through phone, email, chat or other methods. Yes CustomizeProduct Track people who customize a product using a tool on your website or app. Yes FindLocation Track people who find your business location through web or app. Yes InitiateCheckout Track people start the process of checking out an item for purchase but do not complete it. No Yes Lead Track people who show interest in your product or service. Yes Yes PageVisit Track people who view primary pages, such as product pages and article pages. Yes Yes Search Track people who search for products or services you offer. Yes Yes Schedule Track people who schedule an appointment at one of your business locations. Yes SignUp Track people who sign up for your product or service. Yes Yes StartTrial Track people who start a free trial of a product or service. Yes Subscribe Track people who subscribe to receive information and updates related to products or services. No Yes SubmitApplication Track people who complete and submit an application for a product, service, or program. Yes ViewCategory Track people who view category pages. Yes Yes ViewContent Track people who view site content. No Yes WatchVideo Track people who watch videos. Yes Yes Custom event that you name Track an event that does not conform to any of the Pinterest-defined types. You give this event a unique name that is meaningful to your business. Create the name with any upper- or lower-case letters (treated as case insensitive), numerals 0 through 9, underscores _, and hyphens -. Limit the name to 100 characters. Example: TookSurvey See below for our event code template. For conversion tracking and reporting, you must specify one of the nine event types in the event code template. You must also replace YOUR_TAG_ID with your Pinterest Conversion Tag ID from your base code. Specify the event type in two places, in the JavaScript code between the script and no-script tags, and in the image tag. Both the base code and event code must be added to any page where you want to track conversions: The base code should be placed on every page of your website The event code should be placed on pages where you want to track conversions The base code must run before the event code. In some cases, you can be certain an action has occurred as soon as a given page loads -- for example, when your website loads a checkout confirmation page, you are certain that a checkout has occurred. In this case, you should place the base code and the checkout event code between the and tags on your checkout confirmation page. This placement ensures that the codes run as soon as the page is loaded. However, some events are triggered only after a user takes a specific action on a page, such as clicking a button or submitting a form. In this case, you need to be sure that the event code runs only as a result of the action. This requires understanding of the existing event handlers in your page’s JavaScript code. You can provide additional information about an event by attaching an object that contains event data. We only offer reporting on the value and order_quantity event data at this time. Any additional event data is available for audience targeting but is not available for conversion reporting. See this table for event data required for tracking conversions and creating audiences. You also can create your own set of event data fields for audience targeting. Event data Sample value Type Audience creation Conversion reporting event_id eventId0001 String (an id string that uniquely identifies the event) No No value 100.00 Number (integer or floating point) Yes Yes order_quantity 1 Integer Yes Yes currency USD One of the following: USD GBP CAD EUR AUD or NZD Yes Yes order_id X-15148 String Yes Yes product_name Parker Boots line_items array Yes No product_id 1414 line_items array Yes Yes product_category Shoes line_items array Yes Recommended product_variant_id 1414-Red line_items array Yes No product_variant Red line_items array Yes No product_price 99.99 Number (integer or floating point), line_items array Yes No product_quantity 1 Integer, line_items array Yes No product_brand Parker line_items array Yes No promo_code WINTER10 String Yes No property Athleta String Yes No search_query boots String Yes No video_title How to style your Parker Boots String Yes No lead_type Newsletter String Yes No See the following table for events and event data types that are required for different campaigns: Campaign type Required events Recommended events Required event data Recommended event data Brand awareness None add_to_cart checkout lead page_visit signup None Enhanced match Catalog sales add_to_cart checkout page_visit lead signup currency (Required for add_to_cart and checkout events) order_id product_id value Enhanced match product_category Consideration None add_to_cart checkout lead page_visit signup None Enhanced match Conversions At least one of: add_to_cart checkout lead signup Enhanced match order_id product_id value None Enhanced match currency product_category Video completion None None None Enhanced match The example event code below tracks a checkout event with event data describing a purchase of two products. Keep in mind this example is the JavaScript portion of the event code. In this example, order_quantity value and event_id are hardcoded, but you may want to pass back these values dynamically. See Value and quantity event data for examples of dynamic value and quantity . See examples below of event code for various events and their event data. Keep in mind that you can include any combination of event data per event besides what’s shown in the examples below. In addition to event data in JavaScript as shown in the section above, you can also optionally include event data in the tag as well. See the example below for a checkout event with event data. As a best practice we recommend you include both the JavaScript and image tag portions of the event code, as this provides for better user targeting. The

passed to the pintrk command will be hashed before it is sent to Pinterest. The JavaScript tag's em parameter accepts both hashed and un-hashed email addresses. We handle detection client-side to ensure security and proper storage. Enhanced match may also be used with the img tag. Please Note! Partners that use the img tag will need to format and hash the email address and external ID themselves. To do this, use the following steps: Ensure that the email addresses are changed to all lower case and have any whitespace removed. Hash the email addresses securely (we recommend using SHA-256, a type of the SHA-2 hashing function that uses 256-bit hash values). Hash external_id values. The formatted and hashed email_address and external_id should be added to every Pinterest img tag URL on your page with the &pd[em]= and &pd[em]= parameters. The em and external_id parameters should be added to both the base code and the event code img tags. For example: Remember to replace the and variables with corresponding values or variables on your website. Inserting static values from the JavaScript example above, the img tag becomes: Remember! Email addresses themselves are not case-sensitive; however, hashing functions are. If you are going to hash email addresses yourself before sending them to the tag, make sure to lowercase all email address values before hashing them. For privacy reasons, our JavaScript tag will hash any unhashed email address in the browser (using SHA-256) prior to sending it to Pinterest. The hashing process turns the value into a short text string that can’t be read by humans. Pinterest also uses the secure https connection protocol standard to encrypt any data the tag transmits from a browser to our servers. If a partner is using the img version of our tag, then they will need to hash the email address prior to passing it to the tag. Note: Our img tag should not be used with an unhashed email address; we will not use or store unhashed values sent through an img tag. Pinterest allows partners to pass unhashed email addresses only through our Pinterest JavaScript tag. If our JavaScript tag detects a raw email address, the JavaScript will hash it before transmitting it to Pinterest. We do not store unhashed values. Again: if you use our img tag you will need to hash the email address value securely before passing it to the tag. We recommend using SHA-256, as described above. Once the tag transmits the email address to the Pinterest server, Pinterest checks to see if it is associated with an existing Pinterest account. Once this check is complete, we delete the email address value. A matched hashed email will be used for attribution only. Your use of Enhanced match, like your use of the Pinterest tag generally, is governed by our policies on conversion tracking and audience targeting.