Creating Pinterest Event Tags
In this article, we explain step-by-step how to create Pinterest Ads event tags in the Google Tag Manager (GTM) web container. We ensure that the event name and trigger match those of an existing GA4 event tag and that both the GA4 and Pinterest Ads event tags contain the same event_id parameter.
Open your GTM Web container
Go to variables
Create a new "User-Defined Variable" and choose "Constant" as variable type
Input your Pinterest Pixel ID as the value. Name the variable "Pinterest Pixel ID". Save.
Navigate to Tags.
Create a new Tag and select the Pinterest Tag as configuration.
In the input field, select your Pinterest Pixel ID Variable.
Leave Hashed Email empty and do not select anything under Event to Fire, keep it set to ‘Base Code Only’.
Expand Advanced Settings and select ‘Once per page’ from the dropdown menu for Tag firing options.
Select initialization as the trigger
Save the tag as "Pinterest Base Code"
Now you have everything set up to create event tags for Pinterest in the web container. Follow the steps below. Remember that the event name must match the GA4 event tag you have set up, which sends everything to Pinterest again via the server container.
Create a new tag.
Select ‘Pinterest Tag’ as the tag configuration.
Enter your Pinterest Pixel ID variable in the input field for Pinterest Pixel ID.
Under Hashed Email, enter your variable where the visitor’s email is stored. For example, the following JavaScript variable, but this may vary per site and CMS, so the following JavaScript may not work for you:
Under Event to Fire, select the event you want to send to Pinterest.
Make sure the event name matches your GA4 event tag if you choose a standard event. Below you can see the differences between the GA4 and Pinterest event names:
For certain events you can select, additional input fields will appear. For Add To Cart and Checkout, input fields will appear where you can place your order value, currency, order quantity, and order ID variables.
Check the Custom Parameters box, add a row. For the name of this custom parameter, enter “event_id” and for the value, enter your Unique Event ID variable.
For Add To Cart and Checkout events, you can also add an extra row in the Custom Parameters. For the name, enter “line_items” and for the value, add the Pinterest Line Items variable.
Expand Advanced Settings and go to the Tag Sequencing settings. Check the first option ‘Fire a tag before [this tag] fires’. For the setup tag, select the Pinterest Base Code tag.
Add the same trigger to this event tag that is linked to the corresponding GA4 event tag.
Name the tag something like “Pinterest - eventname” and save the tag.
Before publishing the web container, use the preview mode to check if everything fires correctly with the appropriate site interactions.
Create Base Code tag & Pixel ID
Open your GTM Web container
Go to variables
Create a new "User-Defined Variable" and choose "Constant" as variable type
Input your Pinterest Pixel ID as the value. Name the variable "Pinterest Pixel ID". Save.
Navigate to Tags.
Create a new Tag and select the Pinterest Tag as configuration.
In the input field, select your Pinterest Pixel ID Variable.
Leave Hashed Email empty and do not select anything under Event to Fire, keep it set to ‘Base Code Only’.
Expand Advanced Settings and select ‘Once per page’ from the dropdown menu for Tag firing options.
Select initialization as the trigger
Save the tag as "Pinterest Base Code"
Now you have everything set up to create event tags for Pinterest in the web container. Follow the steps below. Remember that the event name must match the GA4 event tag you have set up, which sends everything to Pinterest again via the server container.
Event Tags
Create a new tag.
Select ‘Pinterest Tag’ as the tag configuration.
Enter your Pinterest Pixel ID variable in the input field for Pinterest Pixel ID.
Under Hashed Email, enter your variable where the visitor’s email is stored. For example, the following JavaScript variable, but this may vary per site and CMS, so the following JavaScript may not work for you:
Under Event to Fire, select the event you want to send to Pinterest.
Make sure the event name matches your GA4 event tag if you choose a standard event. Below you can see the differences between the GA4 and Pinterest event names:
| GA4 gebeurtenisnaam | Pinterest gebeurtenisnaam |
|---|---|
| page_view | Page Visit |
| add_to_cart | Add To Cart |
| purchase | Checkout |
| sign_up | Signup |
| generate_lead | Lead |
| search | Search |
| view_item_list | ViewCategory |
For certain events you can select, additional input fields will appear. For Add To Cart and Checkout, input fields will appear where you can place your order value, currency, order quantity, and order ID variables.
Check the Custom Parameters box, add a row. For the name of this custom parameter, enter “event_id” and for the value, enter your Unique Event ID variable.
For Add To Cart and Checkout events, you can also add an extra row in the Custom Parameters. For the name, enter “line_items” and for the value, add the Pinterest Line Items variable.
Expand Advanced Settings and go to the Tag Sequencing settings. Check the first option ‘Fire a tag before [this tag] fires’. For the setup tag, select the Pinterest Base Code tag.
Add the same trigger to this event tag that is linked to the corresponding GA4 event tag.
Name the tag something like “Pinterest - eventname” and save the tag.
Before publishing the web container, use the preview mode to check if everything fires correctly with the appropriate site interactions.
Updated on: 16/08/2024
Thank you!