Master Pinterest with Server-Side Tracking with Tag Manager

In the symphony of digital marketing, understanding your audience’s tune is the key to harmony. Pinterest, with its visually-driven platform and engaged user base, offers a unique opportunity to connect with potential customers.

Master Pinterest server-side tracking GTM for your business with this step-by-step guide. We’ll explore the key benefits, navigate the setup process, and equip you with the knowledge to leverage this valuable data to drive tangible results.

Key Takeaways

• Understanding Pinterest Server Side Tracking
• Why Pinterest Server-Side Tracking needed?
• What is Pinterest CAPI?
• How Does Pinterest CAPI tag works in the Server container GTM
• Setting Up Pinterest Server-Side Tracking GTM
• Best Practices for Pinterest Server Side Tracking

Understanding Pinterest Server Side Tracking

What is Pinterest server side tracking?

Pinterest Server-Side Tracking (SST) is a method of tracking user behavior on your website or app without directly placing tracking pixels or cookies on their devices. This is different from the traditional client-side tracking where everything happens in the user’s browser.

What it is in more understandable way:

• A method for tracking user actions on your website or app after they click on a Pinterest ad.
• Instead of relying on browser cookies and pixels (which can be blocked by privacy settings), data is sent directly from your server to Pinterest’s servers.

Why Pinterest Server-Side Tracking needed?

In today’s privacy-conscious landscape, traditional tracking methods are facing increasing limitations. This is where it emerges as a powerful solution, offering businesses a multitude of benefits:

1. Bypass the Pixel Blockade: Say goodbye to pixel-blocking ad blockers and privacy settings that distort your data! SST securely transmits information directly from your server to Pinterest, ensuring unimpeded data collection.

2. Privacy Champion: Navigate the complex world of data privacy with confidence. SST allows you to filter out sensitive information before sending it to Pinterest, ensuring compliance with regulations and user privacy concerns.

3. Data Control at Your Fingertips: Unlike standard pixels, SST gives you complete control over the data you share. This empowers you to tailor your analytics to your specific needs and objectives.

4. Granular Insights, Better Decisions: Access a richer, more accurate picture of your campaign performance. With SST, you can track key events like add-to-carts and purchases, gaining valuable insights to optimize your campaigns and maximize ROI.

5. Future-Proof Your Marketing: As privacy regulations and browser functionalities evolve, SST provides a future-proof solution. Its server-based approach ensures your data collection remains robust and reliable, regardless of future changes.

What is Pinterest Conversion API?

The Pinterest Conversion API, often referred to as Pinterest API for Conversions, is a crucial tool for businesses using advertising. It allows you to send conversion data directly from your server instead of relying on the traditional Pinterest Tag (pixel) placed on your website.

How it works:

• When a user completes an action on your website (e.g., purchase, sign-up), your server sends relevant details about that conversion directly to API.
• This eliminates the need for a pixel on your website, which can be blocked by ad blockers or privacy settings.

Benefits of using the Pinterest Conversion API:

• Improved data accuracy: No pixel blocking means you get a complete and reliable picture of your conversions.
• Enhanced privacy compliance: You can filter sensitive information before sending it to Pinterest, adhering to privacy regulations.
• More reliable reporting: Get a clearer understanding of your campaign performance and optimize accordingly.
• Offline conversions: Track conversions happening outside your website (phone calls, store visits) for a holistic view.

Who can use it:

• Any business with a Pinterest Business Account can utilize the Conversion API.
• It’s particularly beneficial for businesses with complex conversion tracking needs or facing pixel blocking issues.

How Does Pinterest Conversion API tag works in the Server container GTM?

The above is the Conversion API Tag into the Server-Side GTM. Let’s understand what is the meaning of each and every field. So, here we go:

• Event Name Setup Method: When setting up an event name, you can choose from standard events, add a custom event, or opt for “Inherit from client.” If the latter is selected, Pinterest CAPI will automatically map events to standard ones or use a custom name.
• Test Request: Use this special mode to receive test responses without recording any events. It’s a great way to make sure your requests and event structures are working as expected.
• Logs Setting: Toggle on logging and watch all incoming and outgoing requests and responses in real-time.

Setting Up Pinterest Server-Side Tracking GTM

Step 1: Creating a Pinterest Business account

To create a Pinterest Business account, simply visit the website and follow the steps to set up your business profile. Once your account is created, you can access the business account settings to manage your profile, analytics, and ads.

1. Visit the website
2. Click on ‘Sign up’ and select ‘Create a business account’
3. Fill in the required information and follow the prompts to complete the setup

Step 2: Generating a server-to-server token

To generate a server-to-server token for Pinterest server side tracking, follow these steps:

1. Navigate to the Settings section and select the Server-Side API option.
2. Click on the ‘Generate Token’ button to create a new server-to-server token.

Step 3: Create new Tag

Navigate to the “Tags” section. Click the “New Tag” button and name the tag.

Step 4: Tag Configuration

From the “Choose tag type” dropdown in “Tag Configuration,” navigate to the “Community Templates” section and search for “Pinterest API for Conversions Tag.”

Step 5: Add advertiser ID

Find “Advertiser ID”: Under the “Business Information” section, you’ll see your Advertiser ID displayed.

Step 6: Add Conversion API Access Token

Enter your Pinterest Conversion Access Token under “API Access Token.” Generate it in your Pinterest Ads Manager: Ads -> Conversions -> Conversions access token.

Step 7: Select Event (As per your preferences)

• Track all GA4 events: Choose “Inherit from client” to send all events you measure with (GA4) to Pinterest. This includes both the configuration tag and all your GA4 event tags from the client container.
• Send specific events:  Select “Override client data” and enter the exact name of the event you want to send to Pinterest. This requires creating a custom trigger for that specific event.

Step 8: Add Event Parameters

For more control over your event data, add custom parameters, but ensure the critical “event_id” is retained! Override client data, click “Event data,” add a new parameter (select “event_id”), and create a unique identifier for each event. Match this ID with the one sent by the CAPI tag on both your client-side Pinterest tag and all GA4 tags, including configuration and event tags.

For that, you have to create the Event Id data into the Web Container. Let’s deep dive how we can add this, follow the below steps:

• Step 1: Create a variable in the website container. Navigate to the ‘Variable’ section and click on ‘New’.
• Step 2: Select the Unique Event ID variable from the variable configuration option. If you not find it then move to the ‘Discover more variable types from the template gallery’ and search for the Unique Event ID variable.
• Step 3: Setup the Pixel Tag and add this Event ID into the Event data and add the variable into the value field.
• Step 4: Add this ‘event_id’ parameter into your Google Config Tag. Navigate to the Tags -> GA4 config tag -> under the configuration parameter section -> Add this event_id parameter with its variable into the value field.

Now after doing the above into the Web Container, just navigate to your server-side container. Follow the steps below:

• Create new variable into the Server Container.
• Now in this, select the ‘Event Data’ as your variable type. And add the key -> event_id which we have created into the Web Container.

Step 9: Setup the Trigger

Now, it’s time to tell the Pinterest CAPI tag when to fire! In most cases, you’ll want to track all your GA4 events, so simply choose “GA4 Client” under “Triggering.” This ensures all GA4 event data gets forwarded seamlessly.

However, if you have specific events you want to track separately, opt for a “Custom Event” trigger. Just head to triggers, choose “Custom Event,” and enter the exact name of the event you want to measure.

Step 10: Test and Preview the Pinterest Conversion API Tag in Server container and Web Container

High five! You’ve successfully set up your Pinterest CAPI in Google Tag Manager, meaning your events are now tracked securely and accurately on the server-side.

Best Practices for Pinterest Server Side Tracking

Accuracy & Completeness:

• Leverage both client-side and server-side tracking: This ensures comprehensive data capture even when cookies are blocked, resulting in more accurate insights.
• Utilize deduplication: Send a unique “event_id” parameter with each event to prevent duplicate tracking across client and server-side.
• Test thoroughly: Use Google Tag Manager preview and server-side debugging tools to verify your CAPI tag is firing correctly and sending the expected data.

Privacy & Security:

• Minimize data collection: Only send essential information needed for accurate measurement and comply with privacy regulations.
• Hash sensitive data: Consider hashing sensitive information like user IDs before sending.

Setup & Optimization:

• Choose the right trigger: Use “GA4 Client” to track all GA4 events, or create custom triggers for specific events.
• Map events correctly: Ensure event names and parameters match between your server-side and client-side implementations.
• Leverage debugging tools: Utilize server-side debugging tools and API Explorer to troubleshoot any issues.

Conclusion

Implementing Pinterest’s Server-Side Conversion API (CAPI) unlocks a world of possibilities for accurate, privacy-conscious measurement of your marketing efforts. By following these best practices, you can ensure your CAPI setup is robust, secure, and delivers the valuable insights you need to make informed decisions and optimize your campaigns for success.

Remember, this is just the beginning! As you delve deeper into server-side tracking, explore advanced features and continue to learn from the evolving landscape of digital marketing.