Pinterest Conversions API

The Pinterest Conversions API destination provides the following benefits:

• Simplified setup: Data mapping for actions-based destinations happens during configuration, which eliminates the need for most settings.
• Clearer data mapping: Actions-based destinations enable you to define the mapping between the data Segment receives from your source and the data Segment sends to the Pinterest Conversions API.
• Prebuilt event mappings: Standard events like Add to Cart come preconfigured with recommended parameters.
• Deduplication support: Prevents duplicate events and improves conversion accuracy.
• Page call support: You can send Page calls to Pinterest as a standard Page View.
• Multi-user array support: User data nested within arrays, like the User Data array in the Order Completed event, can be sent to Pinterest.
• Data normalization: Data is normalized before it's hashed to send to Pinterest Conversions.

Before connecting to the Pinterest Conversions destination, you must have a Pinterest account and an Ad Account ID.

To connect the Pinterest Conversions API Destination:

1. From the Segment web app, go to Connections > Catalog.
2. Search for Pinterest Conversions API in the Destinations Catalog and select the destination.
3. Click Configure Pinterest Conversions API.
4. Select the source that will send data to Pinterest Conversions API and follow the prompts to name your destination.
5. On the Basic Settings page, enter:
   • Destination name
   • Ad Account ID
   • Conversions token
6. Go to the Mappings tab. Prebuilt mappings, like Checkout, Search, and Add to Cart, include predefined parameters. All required, recommended, and optional fields are listed in Pinterest's Best practices documentation.
7. To create a new mapping:
   • Click New Mapping and select Report Conversions Event.
   • Configure and enable the mapping.
8. Follow the steps in Customizing mappings.
9. Toggle Enable Destination on, then click Save Changes.

Pinterest Conversions API has the following presets

Build your own Mappings. Combine supported triggers with the following Pinterest Conversions API-supported actions:

• Report Conversion Event

Report events directly to Pinterest. Data shared can power Pinterest solutions that will help evaluate ads effectiveness and improve content, targeting, and placement of future ads.

Report Conversion Event is a Cloud action.

In August 2026, Segment added support for Pinterest's expanded event and parameter set. The Report Conversions Event mapping now includes a Use Latest Fields setting that controls which set of fields is available:

• Latest Fields (default for new mappings): exposes a flattened Custom Data object, a top-level Contents array, and new App Info and Device Info objects, along with the new Advertiser Tracking Enabled field.
• Legacy Fields (default for mappings created before August 2026): keeps the original nested Custom Data object and the flat App ID, App Name, App Version, Device Brand, Device Carrier, Device Model, Device Type, and OS Version fields.

Mappings configured before this update aren't affected — they continue to use Legacy Fields automatically.

Segment also expanded the list of events it can send to Pinterest to match Pinterest's current event taxonomy. New events include Add Payment Info, Add to Wishlist, App Install, App Open, Contact, Customize Product, Find Location, Initiate Checkout, Schedule, Start Trial, Submit Application, Subscribe, and View Content. See the Event Name field for the full list.

When Use Latest Fields is set to Latest Fields, the following data can be mapped using the App Info and Device Info fields:

By default, Segment sends all mappings as web conversions. To send events as mobile or offline conversions, set the Action Source in each mapping to app_android, app_ios, or offline.

When the Pinterest tag and the API for conversions both report the same event, Pinterest can't automatically determine if they're duplicates. Because Pinterest recommends using both methods together, deduplication is essential to prevent double-counting.

If an event is sent from both the Pinterest tag and the API using the same event_id, Pinterest treats them as a single event. This prevents conversions from being counted twice and improves attribution accuracy.

For example:

1. A user adds an item to their cart.
2. The Pinterest tag reports the event with event_id: 123.
3. Later, the web server also sends the event to the API with event_id: 123.
4. When Pinterest receives both events, Segment checks the event_id to confirm they refer to the same action.

By using deduplication, advertisers can report conversions through both methods without inflating conversion counts. If an event is only received from one source, Pinterest still attributes it appropriately.

Conversion events must meet the following requirements to be considered for deduplication:

• The event includes a non-empty, non-null event_id and event_name.
• The action_source is not offline (for example, it occurred in-app or on the web). Supported values include app_android, app_ios, and web.
• The duplicate events arrive within 24 hours of the first recorded event.

The App Name field is required for many Pinterest Conversion API destination's mappings.

Segment's mobile libraries automatically collect and map the App Name to the correct field. However, Segment's web or server-based libraries don't automatically collect and map App Name, which can cause mappings to fail. Segment recommends adding the App Name to the Segment event or hardcoding a static string in the mapping as the App Name.

On January 1, 2023, Pinterest introduced the Limited Data Processing (LDP) flag to help advertisers comply with the California Consumer Privacy Act (CCPA).

Advertisers are responsible for complying with user opt-outs, as well as identifying the user's state of residency when implementing the Limited Data Processing flag.

Enabling LDP could impact campaign performance and targeting capabilities. Pinterest recommends applying the LDP flag on a per-user basis for the best results.

LDP is enabled only if all three required fields in the following table are present. If any field is missing, LDP is ignored.

Before sending data to Pinterest, Segment applies SHA-256 hashing to the following personally identifiable information (PII) fields:

• User identifiers: external ID, mobile ad identifier
• Contact information: email, phone
• Demographics: gender, date of birth
• Name details: first name, last name
• Location: city, state, ZIP code, country

Segment automatically maps User Data fields to their corresponding parameters as expected by the Conversions API before sending to Pinterest Conversions:

Segment automatically maps Custom Data fields (excluding content_ids, contents, num_items, opt_out_type) to their corresponding parameters as expected by the Conversions API before sending to Pinterest Conversions:

Each object in Contents can also include item_brand, item_brand_id, item_category, and item_name fields, in addition to id, item_price, and quantity.

Pinterest requires the action_source server event parameter for all events sent to the Pinterest Conversions API. This parameter specifies where the conversions occur.

After you start sending events, you can confirm that Pinterest received them by following these steps:

1. In Pinterest, go to Events Overview.
2. Click Event History to see all the events Segment sent to Pinterest Conversions.

Segment lets you change these destination settings from the Segment app without having to touch any code.