Pinterest Conversion API Tag for Google Tag Manager Server-Side

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The Pinterest Conversion API Tag for Google Tag Manager Server-Side allows you to send site events and parameters directly to Pinterest servers using the Pinterest Conversion API (v5). It works with GA4 or the custom Data Client inside the GTM Server-Side container.

The tag supports standard and custom events, event deduplication, real-time server event testing, and automatic SHA-256 hashing of user data.

How to use the Pinterest Conversion API Tag

  1. Add the Pinterest Conversion API Tag to your server container in GTM.
  2. Choose your Event Name Setup Method: select a standard event, set a custom event name, or choose “Inherit from client” to automatically map GA4 events to Pinterest standard events.
  3. Enter your Pinterest Advertiser ID and API Access Token.
  4. Configure the Server Event Data Override, User Data, and Custom Data parameters as needed.
  5. Add a trigger to fire the tag (e.g., on a custom event or a GA4 client claim).

Event Name Setup

You can configure how events are sent in three ways:

  • Standard: Manually select one of the supported Pinterest event names from a dropdown list.
  • Inherit from client: The tag automatically maps common GA4 event names to their Pinterest equivalents (e.g., page_view → page_visit, purchase → checkout, add_to_cart → add_to_cart). If an event cannot be mapped, it defaults to custom.
  • Custom: Set the event name manually if using the custom option in the standard dropdown.

Parameters

Main Configuration

  • Pinterest Advertiser ID: Your Advertiser ID starting with 549. You can find it in Pinterest Ads under the navigation dropdown or in the browser URL.
  • API Access Token: Required to authenticate with the Pinterest Conversion API. You can obtain it in Pinterest Ads under Conversions > Conversions API > Set up API.
  • Action Source: Defines where the event originated. Options: Web, Offline, App iOS, App Android. Defaults to Web.
  • Test Mode: When enabled, events are not recorded but the API returns the same response messages. Use this to verify your setup.
  • Use Optimistic Scenario: The tag will call gtmOnSuccess() immediately without waiting for a response from the API. This speeds up sGTM response time, but the tag will always report success even if the request fails.

Server Event Data Override

Override or set server-side event parameters. Available properties:

  • Event Time
  • Source URL
  • Opt Out
  • Event ID
  • App id / App name / App version
  • Device brand / Device carrier / Device model / Device type
  • OS version
  • WiFi
  • Language

User Data

Override or set user data parameters sent with the event. If a parameter requires hashing (per Pinterest documentation), the tag will automatically SHA-256 hash it before sending.

  • Email
  • Phone
  • Gender
  • Date of Birth
  • Last Name / First Name
  • City / State / Zip / Country
  • MAIDs (Mobile Advertiser IDs)
  • Client IP Address
  • Client User Agent
  • External ID
  • Click ID

Custom Data

Override or set custom/product data parameters:

  • Currency
  • Value
  • Content IDs
  • Contents
  • Num Items
  • Order ID
  • Search String
  • Opt Out Type
  • Content Name / Content Category / Content Brand
  • Predicted Lifetime Value (LTV)

Tag Execution Consent Settings

Control whether the tag respects marketing consent:

  • Send data always: The tag fires regardless of consent status.
  • Send data in case marketing consent given: Aborts execution if marketing consent (ad_storage via Google Consent Mode or Stape’s Data Tag parameter) is not granted.

Logs Settings

Choose the console logging behavior:

  • Do not log: No logging.
  • Log to console during debug and preview (default): Logs requests and responses only during GTM preview mode.
  • Always log to console: Logs all requests and responses.

BigQuery Logs Settings

Optionally log request and response data to a BigQuery table. When enabled, you must provide:

  • BigQuery Project ID (optional — defaults to the GOOGLE_CLOUD_PROJECT environment variable)
  • BigQuery Dataset ID
  • BigQuery Table ID

Useful Resources

Open Source

The Pinterest Conversion API Tag for GTM Server-Side is developed and maintained by the Stape Team under the Apache 2.0 license.

GTM Gallery Status

:green_circle: Listed