How to install the Pinterest tag
This guide covers installing the Pinterest tag on your website, adding conversion events, connecting the Conversions API, and confirming events arrive in Ads Manager. When you finish, Pinterest can measure and optimize for the actions your ads drive.
The Pinterest tag is code on your website that reports visits and actions, such as checkouts or sign ups, back to your ad account. The Pinterest Conversions API sends events from your server or platform directly to Pinterest, server to server, and can run alongside the tag for more complete coverage.
Each ad account has its own tag. If you run a Shopify store, the official Pinterest app installs the tag and the Conversions API for you.
Open the Conversions page
Log in on desktop, open the menu at the top left, and select Conversions. If your domain is claimed and eligible, Pinterest lists supported partners under Install your Pinterest tag. Click Get started to choose how to install. Pinterest notes that changes can take up to 24 hours to show in Ads Manager.
Pick an install method
To use a platform integration, enter your site in the Website URL field and click Check, then follow your partner’s instructions. To hand the job to a developer, use Email instruction. To install the code yourself, click Skip to go to manual setup. A tag manager such as Google Tag Manager is another supported route.
TipA platform integration is usually the most reliable choice when your site platform supports one.
On Shopify, use the Pinterest app
Open the Pinterest app in the Shopify App Store, review the permissions, click Add App, and follow the on-screen steps. The app installs the Pinterest tag and Conversions API, connects your product feed, generates product Pins, and claims your website. You need account owner access, since profiles with only Business Manager permissions cannot connect a store.
Watch outIf you added the Pinterest tag to your theme by hand, remove it before using the app to avoid duplicate events.
Or add the base code manually
On the Conversions page, open Tag manager, choose Install the Pinterest tag, click Skip, then Copy code. Paste this base code between the head tags on every page of your site, before any event code. Always copy your personalized code from your account, since it contains your unique tag ID. This must be done on desktop.
Add event codes
Add event codes only on the pages or actions where conversions happen. Standard events include Checkout, AddToCart, PageVisit, Signup, Lead, Search, ViewCategory, and WatchVideo. Send value and order quantity for purchases, plus currency, which catalog sales campaigns require for AddToCart and Checkout. Include an event_id so events can be deduplicated.
Connect the Conversions API
You can set up the Conversions API through a third party partner or a direct integration, which needs a developer. For direct setups, open Conversions, select Set Up API, and click Generate new token, then share the token and account ID securely with your developer. Pinterest recommends sending events in real time or within one hour.
Set up deduplication
When the tag and the Conversions API both report the same event, pass the same event_name and a matching event ID from both sources: eventID in the browser and event_id on the server. Pinterest keeps the first event captured and removes duplicates received within 48 hours. Partner integrations usually handle this, but confirm it.
Test your events
On the Conversions page, choose Test events, enter your website URL, and click Launch. Perform the actions you track, such as adding to cart, then return to Ads Manager and click each event to see what the tag captured. Use Clear events to reset. The Pinterest Tag Helper Chrome extension also shows which events fire on each page.
Check deduplication coverage
Once events flow from both sources, open Events Overview on the Conversions page, select an event, and choose Deduplication. Check Event ID Coverage, which shows how often event_id is included, and the rate of duplicate events removed. Low coverage means some events are being counted twice or not matched.
Before you move on
- The base code loads once on every page
- Your key events appear in Test events
- Checkout events include value, order quantity, and currency
- Conversions API events are arriving if you set it up
- Event ID Coverage is high for events sent from both sources
Official resources
- Pinterest Help: Install the Pinterest tag
- Pinterest Help: Verify the Pinterest tag
- Pinterest Help: Connect your Shopify store
- Pinterest Help: The Pinterest Conversions API
- Pinterest Developers: Conversions API best practices
Ad platforms update their tools often. This guide was last reviewed against the official documentation above in October 2026. If your screen looks different, the official help pages have the latest steps.
At a glance
- Level
- Beginner
- Time
- About 1 hour
- What you need
- A Pinterest business account with an ad account
- A claimed website
- Access to your website platform or code, or your developer
- Google Chrome on desktop for testing
Rather have it done for you?
Active Digital Marketing builds and manages Pinterest ad accounts for businesses doing $25,000+ a month in revenue.
Apply to work with usOr get an ad account auditWhere DIY setups go wrong
The most common problems with self-built Pinterest Ads setups, and what they cost.
Using sample code instead of your own
Pinterest's sample base code contains a placeholder, not your tag ID. Pasting it means no events reach your account.
Installing the tag twice
A hand pasted tag plus the Shopify app, or two plugins, sends duplicate events and overstates conversions.
Firing events on the wrong page
A Checkout event on the cart page, or one that fires on every page load, teaches Pinterest the wrong behavior and misreports results.
Skipping event IDs
Without matching IDs, the tag and Conversions API cannot be deduplicated, so the same sale may be counted twice.
What this guide doesn't cover
Events showing up in Test events is the start. Pinterest’s automated bidding, especially ROAS bidding, depends on accurate checkout values, strong customer matching, and server events that agree with your store’s records.
ADM sets up the Pinterest tag and Conversions API with deduplication for the brands we manage, so Pinterest results can be compared fairly with Meta and other channels.
- Enhanced match and customer information quality
- Consent and privacy settings, including limited data processing
- Catalog and product feed health
- Offline conversion uploads for lead generation
- Reconciling Pinterest conversions with store data
Common questions
Do I need both the Pinterest tag and the Conversions API?
The tag works alone, but Pinterest supports using the Conversions API alongside it for more coverage. If you use both, deduplicate with matching event IDs.
Does the Shopify app install the Pinterest tag?
Yes. Pinterest says the app installs the tag and the Conversions API, connects your product feed, and claims your website.
How do I know the tag is working?
Use Test events on the Conversions page or the Pinterest Tag Helper Chrome extension. Changes can take up to 24 hours to show in Ads Manager reporting.
Can I install the Pinterest tag from my phone?
No. Pinterest says the base code must be added from a desktop.
Keep learning
How to Create a Pinterest Ads Account
Set up a Pinterest business account, claim your website, create an ad account in Business Manager, add billing, and give your team access.
Read the guideHow to Create a Pinterest Ads Campaign
Build a first Pinterest ads campaign: pick an objective, set up the ad group, targeting and placements, choose Pins, and publish for review.
Read the guideHow to Set a Pinterest Ads Budget
How Pinterest ads budgets work: daily vs lifetime, Performance+ vs fixed daily pacing, bidding options, spend limits, and changing budgets safely.
Read the guideHow to Install the Meta Pixel and Conversions API
Install the Meta Pixel, add the Conversions API, set up conversion events, and confirm everything works with Test Events in Events Manager.
Read the guideHow to Set Up Google Ads Conversion Tracking
Install the Google tag, create conversion actions, turn on enhanced conversions, add consent mode, and confirm it works with Tag Assistant.
Read the guideHow to Install the TikTok Pixel
Install the TikTok Pixel with Shopify or manual code, add the Events API, and check events fire with Pixel Helper, Test Events, and Diagnostics.
Read the guideRather have it built right the first time?
If your business does $25,000+ a month in revenue, apply and Mitch will review your accounts personally. Earlier than that? An ad account audit gives you a senior-level fix list you can work through yourself.