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Analytics & Tracking case study

Pinterest Pixel & CAPI Using GTM & Stape

Every visit, add to cart and checkout sent to Pinterest twice, from the browser tag and from a server, then deduplicated by event ID. Pinterest confirms the result: “Correctly deduplicating events across multiple sources”.

Client
TractorReliefTool
Industry
E-commerce
Location
USA
Category
Analytics & Tracking
Verified
Deduplication
by Pinterest
Sufficient
Event ID coverage
all core events
2
Data sources
Tag + API for Conversions
149
Events received
visits, carts, checkouts

Context

Pinterest shoppers browse on mobile. Your tracking has to keep up.

Pinterest is where people plan purchases, mostly on phones. When the browser tag is blocked by an ad blocker or iOS privacy settings, Pinterest can't credit the Pin that led to the sale, so your campaigns look weaker than they are and optimize on less data.

  • A server copy when the tag is blocked

    The API for Conversions sends every event from a server GTM container, so conversions blocked in the browser still reach Pinterest.

  • No double counting

    A shared event ID on both copies means Pinterest counts each conversion only once, and its own check reports “Correctly deduplicating” instead of coverage warnings.

  • Complete data for campaigns and retargeting

    Campaigns learn from complete conversion data, and visitors, carts and checkouts are all captured for retargeting audiences.

Method

How the setup works

  1. 1

    Pinterest Tag

    Base code and event tags in the GTM web container.

  2. 2

    Server feed

    Events forwarded to a server-side GTM container.

  3. 3

    API for Conversions

    Pinterest's server tag sends each event with customer data.

  4. 4

    Deduplicated

    Matching event IDs so Pinterest keeps one copy of each.

Proof

Event ID coverage and deduplication, both green

Pinterest Ads: pre-deduplication event ID coverage and post-deduplication rates by event type
Pinterest Ads: pre-deduplication event ID coverage and post-deduplication rates by event type
Pinterest Ads conversions, events by type and ingestion source (Api · Tag)
Pinterest Ads conversions, events by type and ingestion source (Api · Tag)
Server-side GTM: Pinterest API for Conversions tag, beside Snap Conversions API
Server-side GTM: Pinterest API for Conversions tag, beside Snap Conversions API
Google Tag Manager: Pinterest Tag and server-side (SS) tags, in the same container as Microsoft, Quora and LinkedIn tracking
Google Tag Manager: Pinterest Tag and server-side (SS) tags, in the same container as Microsoft, Quora and LinkedIn tracking

Case study · TractorReliefTool

TractorReliefTool: Pinterest Tag + API for Conversions

Location
USA
Campaign / setup
Tag + CAPI, sGTM
Page visits
116
from API and Tag
Add to carts
19
from API and Tag
Checkouts
14
from API and Tag
Deduplication
Verified
“Correctly deduplicating”
Pinterest Ads, Deduplication Verification: “Correctly deduplicating events across multiple sources”
Pinterest Ads, Deduplication Verification: “Correctly deduplicating events across multiple sources”

The goal

A U.S. store selling hydraulic tools for tractors wanted Pinterest Ads to see every visit, cart and checkout, alongside its other ad platforms, without double counting conversions.

What I did

  • Installed the Pinterest base code and event tags in Google Tag Manager.
  • Added server-side tags that forward page visit and add to cart to the server container.
  • Set up the Pinterest API for Conversions tag in server-side GTM.
  • Matched event IDs on both sources and verified in Pinterest's Deduplication report.

Result

Pinterest reports “Correctly deduplicating events across multiple sources”, with sufficient event ID coverage and sufficient deduplication on page visit, add to cart and checkout. “Api · Tag” on each event shows Pinterest is receiving it from both the server and the browser.

Scope of work

  • Pinterest Tag installed via Google Tag Manager
  • Pinterest API for Conversions (server-side)
  • Server-side GTM on Stape
  • Page visit, add to cart, checkout and more
  • Event ID deduplication across tag and API
  • Verification in Pinterest's Deduplication report
  • Works alongside Meta, Snap, Microsoft and more

Tools and platforms

  • Pinterest Ads Manager
  • Pinterest Tag
  • Pinterest API for Conversions
  • Google Tag Manager
  • Server-side GTM
  • Stape
  • Shopify
  • WooCommerce

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