Pinterest Tag

The Pinterest Ads Tag is a piece of code that, when added to your website, allows Pinterest to track your visitors as well as their actions. It gives you a detailed conversion report related to any and all customer activities like signups or buying a product.

RudderStack supports Pinterest as a destination to which you can send your customer events in real-time, through Pinterest's pintrk conversion tag.

Find the implementation of this integration on our GitHub.

Getting Started

To enable sending data to Pinterest, you will first need to add it as a destination to the source from which you are sending your event data. Once the destination is enabled, events from RudderStack will start flowing to Pinterest.

Before configuring your source and destination on the RudderStack, please verify if the source platform is supported by Pinterest Tag, by referring to the table below:

Connection ModeWebMobileServer
Device ModeSupported--
Cloud Mode---

To know more about the difference between Cloud mode and Device mode in RudderStack, read the RudderStack connection modes guide.

Once you have confirmed that the platform supports sending events to Pinterest, perform the steps below:

  • Choose a source to which you would like to add Pinterest as a destination.
  • After configuring your source, select the destination as Pinterest Tag. Give this destination a name and then click on Next.
  • On the Connection Settings page, enter the relevant settings in the fields - including the Pinterest Tag ID - and then click on Next.
pinterest tag

Enable Enhanced Match

Rudderstack supports Pinterest Enhanced Match in the following two scenarios:

  • Where a user is identified every time they visit your site.
  • When a user visits your site anonymously but is identified at some later point by making an identify() call.

To support Pinterest Enhanced Match, go to the Pinterest Tag destination settings in the RudderStack dashboard and turn on the Enable Enhanced Match on Page Load option.

Enable Enhanced Match on Page Load

When enabled, this configuration will attach the hashed email address on the initial page load. Now any call made to Pinterest will be an Enhanced Match.

If this setting is not enabled, all the visits made to your site will be anonymous. But you can still identify any user by making the identify() call.

If you use Rudderstack's identify() method to enable Pinterest’s Enhanced Match, you can only collect this information for successive events. Pinterest does not update the values for the past events retroactively.


When you make an identify() call with the user’s email address and traits, RudderStack triggers a Pinterest set() method. This saves the identification parameters to be sent with the next events, so it’s important to set the values as early as possible.

If you make an identify call without the email, then the identification parameter will not be set.

rudderanalytics.identify("sample_user_id", {
name: "Test name",

This call will set the identification parameters to [email protected] and any successive calls made will be an Enhanced Match.

Nothing appears in the network tab in your browser or in the tag helper extension after identify() is called. However, a hashed value for an em parameter is added in the next event call, in a JSON object encoded in the URL.


The track call allows you to capture any action that the user might perform, along with any properties that are associated with that action. Each action is considered to be an event.

A sample track call looks like the following:

rudderanalytics.track("Track me")

RudderStack's SDK will send the track event name and any properties as custom properties to Pinterest.


RudderStack supports E-Commerce conversion tracking for Pinterest. Use the RudderStack eCommerce Specification for sending the events while instrumenting your site with the RudderStack SDK.

Below are some examples of the track event names that are passed to the Pinterest event:

RudderStack event namePinterest event name
Order CompletedCheckout
Product AddedAddToCart
Products SearchedSearch
Product List FilteredSearch

You can also track a custom event that you want to include in your conversion reporting. This will get mapped to a custom Pinterest event. An example is as shown:


If you wish to map your event to a specific Pinterest event, you can do so by adding it in the Map Your Events To Pinterest Events section while configuring your Pinterest destination in RudderStack.

Map Your Events To Pinterest Events

Pinterest supports following 9 standard events that one can map and track them for reporting.

  • Checkout
  • AddToCart
  • PageVisit
  • SignUp
  • WatchVideo
  • Lead
  • Search
  • ViewCategory
  • Custom

Apart from that if the event sent is not found in our list we pass those events and Pinterest treats them as user-defined events. Note, these events aren’t available for conversion reporting.

Properties Mapping

Rudderstack automatically binds the following properties to the Pinterest event properties:

RudderStack property namePinterest property name

The following properties are nested within the E-Commerce products array:

RudderStack Property NamePinterest Property Name

If you wish to pass any extra properties other than what we support, you can use our Custom Properties section while configuring your Pinterest destination in RudderStack.

Custom Properties

If you wish to send your defined properties to Pinterest, you can do so by using the Custom Properties section. Just add those properties in the given field and you are good to go.

Here is an example of how it all works:

rudderanalytics.track("Event", {
customProperty: {
customValue: 2,
someRandomMailId: "[email protected]",

For streaming the above properties in Pinterest, you will need to add the following two properties:

  • customProperty.customValue
  • someRandomMailId


Pinterest's pintrk sends any one following of two events every time you make a page call.

When making a page call you can provide the name, category, and any other additional properties. RudderStack sends the ViewCategory event if both the name and category fields are present. In case only name is present, RudderStack sends a PageVisit event and drops any additional properties.

In case you want to send any additional properties to Pinterest, you need to mention them in the Custom Properties section while configuring the Pinterest destination in the RudderStack dashboard."I am new page", "new page category", {
path: "path",
url: "url",
title: "title",
search: "search",
referrer: "referrer",
testDimension: "true",

This above example will map to Pinterest ViewCategory event."I am new page with no name", {
path: "path",

The above example will map the event to Pinterest PageVisit event.


How do I get the Pinterest Tag ID?

  • Login to your Pinterest Ads dashboard.
  • Click on the Ads dropdown and go to Conversions. It will open the Pinterest Tag Manager.
  • Now click on Generate Pinterest Tag and you will see your Tag ID.
  • This Tag ID should be 10-15 digit number.

Contact Us

If you come across any issues while configuring Pinterest with RudderStack, please feel free to contact us or start a conversation in our Slack community. We will be happy to help you.