Pinterest Conversions API through your server container

Pinterest's Conversions API receives the same events as the Pinterest tag, from your server, and matches them on hashed email, the _epik click ID cookie, IP address and user agent. The setup from Measurebase takes one tag on each side.

What you need

• Tag ID: Pinterest Ads Manager → Conversions → Pinterest tag.
• Advertiser ID: in the URL of Ads Manager, or under Business access.
• Conversion access token: Ads Manager → Conversions → Conversions API → Generate token.

Step 1 · Add it to your measurement setup

Open the domain in your dashboard, go to its Settings page and find Measurement setup. Tick the destination card and fill in the IDs below. Tokens and API keys are stored encrypted, outside the setup itself. The setup sends nothing on its own: it is the reference the tracking audit and the template builder work from, so what you fill in here is what the audit expects to find in your containers.

Step 2 · Generate and import the containers

Go to Resources → GTM templates in the dashboard. Under Destinations, tick the platform (Google Analytics 4 and the e-commerce events are on by default; pick the Shopify, WordPress or Shopware data layer if your site runs one of our plugins). Fill in the same IDs on the next step, choose Web + server under Containers and download the two JSON files.

In Google Tag Manager, open each container, go to Admin → Import Container, choose the matching file, pick a new workspace and Merge. The import only adds: new tags, triggers and variables with their own names, plus the gallery templates they need. Check the result in Preview, then publish.

Step 3 · What the import contains

Web container: the Pinterest Tag template from the gallery with Pinterest - Page Visit and Pinterest - Purchase, a constant with your tag ID and the Unique Event ID variable.

Server container: the Pinterest Conversion API template (Stape, from the gallery) as one tag that listens to every GA4 event and maps the event names itself: page visit, view item, add to cart, checkout and the rest, with value, currency, hashed email, IP address and user agent.

Step 4 · One event ID for browser and server

A platform that receives the same event from a browser pixel and from a server tag counts it twice unless both carry the same event ID. The import takes care of that: the Unique Event ID variable creates one ID per event in the web container, the GA4 event settings send it to your server container as event_id, and both the pixel tag and the server tag send that same value in their deduplication field. The platform keeps one copy and discards the other.

With the Shopify app, the WordPress plugin or the Shopware plugin, a purchase that is also forwarded server-side carries the order number as mb_event_id, so the two purchase copies can be paired as well.

Pinterest deduplicates on event name plus event_id.

Step 5 · Consent

The imported tags carry the consent settings of the reference containers they were copied from. Check them against your own consent setup before you publish: a browser pixel should require ad_storage under Additional consent checks or fire on your consent tool's event, and the server tags should only send when the hit carries ad consent. The audit's consent checks and the guide on tags that fire before consent show how to verify both.

Step 6 · Test it

Ads Manager → Conversions → Test events shows browser and server events as they arrive, with their match and deduplication status; the server tag has a test field for that view.

On the Measurebase side, open the domain's Request logs: a browse through your site should show GA4 events arriving at your server container with a green 200. Open the server container's Preview mode to see the server tag fire on those events, with the event ID and the user data it picked up.

Click IDs and cookies

Safari strips epik from landing URLs. The Pinterest switch in Click ID Restorer captures it in a first-party cookie as the visitor lands and restores it on later requests. Cookie Keeper keeps the _epik cookie past Safari's 7-day cap.

What the tracking audit checks

Every night the tracking audit compares your measurement setup with your live containers and your site. For every destination it checks that the tags exist in the container your setup expects, that the ID in the container matches the one in your setup, that a browser pixel and its server tag share an event ID, and which of the platform's cookies are still set after a visitor rejects. Findings open an alert the first time they appear; what the audit can fix, it proposes as a change in a separate Measurebase workspace in your container.

Frequently asked questions

Only two browser events, but every server event?

That mirrors the reference container: the browser tag covers page visits and purchases, the server tag reports the full funnel. Add browser events by copying the purchase tag if you want them deduplicated as pairs.