What is the Pinterest Conversions API?
The Pinterest Conversions API lets you send conversions straight to Pinterest through a server-to-server connection, next to the events the Pinterest tag sends from the shopper’s browser.
With WeProfit, a Shopify purchase reaches Pinterest as checkout, Pinterest’s event for a completed transaction, sent from WeProfit’s servers to the ad account you connect. The start of checkout has its own Pinterest event, initiate_checkout, so keep the two apart when you read your reports.
Pinterest is included in every WeProfit plan, with Meta, Google, TikTok, Snapchat, X Ads, Microsoft (pilot), Reddit, LinkedIn and Taboola.
Connect Pinterest in WeProfit
Connect your Shopify store first. Pinterest delivery needs two values: your Pinterest Ad Account ID and a conversion access token. WeProfit does not ask for a Pinterest tag ID, and the Pinterest form has no test event code field.
- In Pinterest Ads Manager, open Conversions, then Conversions API, and select Set up API. Choose Conversion access token, select Generate new token and copy the token.
- Copy your Ad Account ID: the number in the Pinterest Ads Manager URL. Pinterest also shows it next to a newly generated token.
- In WeProfit, open Ad Networks > Pinterest and select Add destination. Enter the Ad Account ID and the conversion access token. A label is optional and helps when you connect more than one ad account.
- Leave Conditions empty to send every eligible event, or add conditions such as country, event, order value or campaign to limit what this ad account receives. Then select Connect Pinterest.
- Select Send test. WeProfit sends a test event with Pinterest’s test flag and shows whether Pinterest accepted it. Pinterest puts test events in a sandbox and does not process them for reporting or optimization; live events never carry the flag.
Purchases and checkout events sent to Pinterest
From a Shopify store, WeProfit sends Pinterest your purchases and two checkout steps that its web pixel records: checkout started and payment information added. Purchases come from Shopify’s order webhook, and each order’s purchase goes at most once to each connected ad account.
WeProfit sends an event to Pinterest only when it carries a hashed email address or both an IP address and a user agent, the minimum Pinterest’s API asks for on a web event. It skips events without them, and a skipped event gets no row in the delivery log. Refunds are not sent to Pinterest, and nothing withdraws a purchase Pinterest already received.
Each purchase carries the order total as Shopify reports it, in the order’s currency, the products with their IDs, prices and quantities, the number of items and the Shopify order ID. Check in Pinterest Ads Manager which events your ad account receives.
| Store event | Pinterest event |
|---|---|
| Checkout started | initiate_checkout |
| Payment information added | add_payment_info |
| Purchase | checkout |
Customer details sent with each purchase
To help Pinterest match a purchase to a Pinterest user, WeProfit sends details from the Shopify order, hashed with SHA-256: the buyer’s email address and phone number, and the first and last name, city, state, ZIP code and country from the shipping address, or else the billing address. The IP address and user agent go unhashed. When WeProfit has them, it also sends the Pinterest click ID, epik, and an external ID, a SHA-256 hash of WeProfit’s visitor ID.
Pinterest adds epik to the URL of a visit from your ad, and the Pinterest tag keeps it in the _epik cookie. WeProfit reads both, but it does not load the Pinterest tag, so the cookie only exists when your store runs that tag.
Pinterest tag and Conversions API: avoid counting twice
Pinterest removes a duplicate when the eventID of the browser event, sent by the Pinterest tag, equals the event_id of the server event. It keeps the first event it receives and removes duplicates within 48 hours.
WeProfit does not load the Pinterest tag. It sends Pinterest’s events from its server only, each with its own event ID. A purchase goes out as pur_ followed by a store code and the Shopify order ID, such as pur_a1b2c3d4-6012345678901, once per order and ad account, and a retry reuses that ID.
If the Pinterest tag also reports purchases for the same ad account, whether an app added it or it sits in your theme code, it uses its own event IDs. They will not equal WeProfit’s, so Pinterest cannot match the two copies and can count the order twice. Keep one purchase sender per ad account, then compare a test purchase in Pinterest Ads Manager with the WeProfit delivery log.
Check delivery in the CAPI delivery log
Open Ad Networks > Pinterest in WeProfit and scroll to the CAPI delivery log. It lists every server-side event sent to Pinterest with the columns Created, Event, Destination, Event ID, Status, Attempts and Error, and you can filter by destination, event and status. The Purchase filter also finds Pinterest’s checkout events.
The log shows WeProfit’s own event ID, such as pur_6012345678901; Pinterest receives it with the store code, such as pur_a1b2c3d4-6012345678901. The log has no value column, so check a purchase’s value on the Events page in WeProfit. The Orders page shows each order’s delivery per connected network in its Networks column.
A sent status means Pinterest accepted the event, not that it credited the order to an ad. If Pinterest rejects the access token, WeProfit pauses the connection and shows a banner; a new token or a passing Send test turns it back on.
| Status | What it means |
|---|---|
| pending | Queued and not sent yet. |
| sent | Pinterest accepted the event. |
| failed | A temporary problem. WeProfit retries automatically for a few hours, with the same event ID. |
| dead | WeProfit gave up: Pinterest refused the event, with its message in the Error column, or the attempts ran out. |
| skipped disabled | The destination was switched off or paused when the event’s turn came. Events skipped while it is switched off are not sent later. |
| skipped pre install | The purchase of an order placed before WeProfit was installed. It is never sent. |
Campaign detail from your Pinterest ads
WeProfit files a visit under Pinterest Ads when it carries Pinterest’s epik click ID, or utm_source=pinterest with a paid medium. With Pinterest’s automatic URL parameters, it also reads the campaign and ad group IDs.
For the ad ID and readable names, add WeProfit’s Pinterest URL template once for the whole ad account: in Business Manager, open Ad accounts, select your account, open the Settings tab, edit Parameter settings so they hold the parameters of WeProfit’s template, and select Save and apply. While Apply URL parameters automatically to all current and future campaigns is ticked, Pinterest adds them to your ads’ destination URLs; it does not overwrite UTM tags a URL already carries. Templates apply to new clicks only.
In WeProfit’s own attribution an ad click counts for 30 days and the most recent click wins, which works like last click with a 30-day ad-click lookback. Pinterest credits conversions under its own attribution settings, so its numbers and WeProfit’s can differ for the same orders.
utm_source=pinterest&utm_medium=paid&utm_campaign={campaignname}&utm_term={adgroupname}&utm_content={adid}&wpcid={campaignid}&wpasid={adgroupid}&wpadid={adid}