Pinterest Tag device mode

Send events to Pinterest Tag via the web device mode.

RudderStack lets you send your event data to Pinterest Tag using Pinterest’s pintrk conversion tag via device mode.

Find the open source JavaScript SDK code for this destination in the GitHub repository.


The identify call lets you create new or update existing customers and record the traits about them like their name, email address, etc.

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

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

A sample identify call is shown below:

rudderanalytics.identify("1hKOmRA4el9Zt1WSfVJIVo4GRlm", {
  name: "Alex Keener",
  email: "",

In the above example, the identification parameter will be set to and the successive calls will be an Enhanced Match.

After an identify call is made, nothing appears in the network tab in your browser or in the tag helper extension. 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 user actions along with the properties associated with these actions.

A sample track call is shown below:

rudderanalytics.track("Order Completed", {
    checkout_id: "C324532",
    order_id: "T1230",
    value: 15.98,
    revenue: 16.98,
    currency: "INR"

RudderStack SDK sends the track event and any properties as custom properties to Pinterest.

Ecommerce conversion tracking

RudderStack supports ecommerce conversion tracking for Pinterest. You can use the Ecommerce Events Specification for sending the events while instrumenting your site with the RudderStack SDK.

The following table mentions some sample track events mapped to the Pinterest events:

RudderStack eventPinterest event
Order CompletedCheckout
Product AddedAddToCart
Products SearchedSearch
Product List FilteredSearch

You can also track a custom event that you want to include in the conversion reporting. It will be mapped to a custom Pinterest event, for example:

rudderanalytics.track("custom event")
You can map your event to a specific Pinterest event by adding it in the Map Your Events To Pinterest Events section while configuring the Pinterest destination in RudderStack.

Standard Pinterest events

Pinterest supports the following nine standard events that can be mapped and tracked for reporting. Any event apart from these is treated as a user-defined event.

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

Property mapping

RudderStack maps the following properties to the Pinterest properties:

RudderStack propertyPinterest property

The following properties are nested within the ecommerce products array:

RudderStack propertyPinterest property

Custom properties

You can send the custom properties to Pinterest by adding them in the Custom Properties section while configuring the Pinterest destination in RudderStack.

A sample snippet with custom properties is shown below:

rudderanalytics.track("Event", {
  customProperty: {
    customValue: 2,
  someRandomMailId: "",

For the above snippet, the following properties must be added in the Custom Properties section:

  • customProperty.customValue
  • someRandomMailId


The page call lets you record your website’s page views with any additional relevant information about the viewed page.

Pinterest’s pintrk conversion tag sends any one of the following events when you make a page call:

  • ViewCategory: RudderStack sends this event if both the name and category fields are present. The below sample event contains both the fields and is mapped to the Pinterest’s ViewCategory event:"Best Seller", "Games", {
  path: "/best-seller/games/1",
  url: "",
  title: "Best selling games offered by EStore",
  search: "estore bestseller games",
  referrer: "",
  testDimension: "true",
  • PageVisit: RudderStack sends this event if only name field is present and drops any additional properties. The below sample event contains only name and is mapped to the Pinterest’s PageVisit event:"Best Seller", {
  path: "/best-seller/1",

Limited Data Processing (LDP)

Starting January 1, 2023, you can use Pinterest’s Limited Data Processing (LDP) flag to limit how Pinterest uses certain data to help the advertisers comply with the users’ privacy settings in accordance with the CCPA (California Consumer Privacy Act).

The following table lists the event properties required to enable Limited Data Processing and their mappings with the Pinterest fields:

RudderStack propertyPinterest propertyData typeDescription
custom_data.opt_out_typeStringSet this field to LDP.
stArray of strings with SHA-256 encodingShould be a two-letter code
countryArray of strings with SHA-256 encodingShould be a two-character ISO-3166 country code


How can I verify if my events are being sent to Pinterest Tag?

Follow these steps to see your events in Pinterest Tag:

  1. Login to your Pinterest ads manager account.
  2. Click the Ads tab and select Conversions from the dropdown to see your events:

Questions? Contact us by email or on Slack