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
- Add the Pinterest Conversion API Tag to your server container in GTM.
- 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.
- Enter your Pinterest Advertiser ID and API Access Token.
- Configure the Server Event Data Override, User Data, and Custom Data parameters as needed.
- 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 tocustom. - Custom: Set the event name manually if using the
customoption 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 toWeb. - 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.
- 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_storagevia Google Consent Mode or Stape’s Data Tag parameter) is not granted.
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.
