Are you a retailer or e-commerce company using Pinterest Promoted Pins to drive more traffic to your website?
If yes, are you using Pinterest’s conversion tracking tool?
If you are, fantastic! If you’re not, you need to get it set up as soon as possible.
We talked about how to get started with Pinterest advertising here. Now, let’s talk about Pinterest advertising tracking.
Tracking the performance of your Pinterest ads is critical. By having a conversion tracker in place you can measure return on ad spend (ROAS), identify exactly which keywords and Pins are generating results, as well as which ones aren’t. Dynamic keyword insertion tools, like those used for Google AdWords, aren’t available for Pinterest. This makes the Pinterest conversion pixel a key tool for advertisers. It will help you measure which keywords are costing you money and which keywords are generating meaningful results for your business.
Installing the Pinterest conversion tracker is straightforward.
8 Steps to Start Tracking Pinterest Ad Conversions
- In Pinterest’s ad manager go to Tools –> Conversion Tracking.
- Click Create Tag in the upper right.
- Pick a name for your pixel. For example, if you want to track purchases then you can name the pixel “Purchases” or “Orders”. Pick the term you use internally.
- Select the conversion type. You have four options:
- Page Visit: track visits to your site
- Sign Up: track sign ups, such as newsletters, email, webinars, white papers, on your site
- Checkout: track purchases or orders on your site
- Custom: track actions on your website that don’t fit into one of the first 3 categories. An example could be “Add to Cart.”
- Select your Attribution Window for clicks, engagements, and views. This is where Pinterest will tie an event you’re tracking to the action taken on Pinterest. For example, if you choose a 30 day timeframe for clicks, Pinterest will track conversions that happen up to 30 days after the user clicked on your Pin. Note, you can change attribution windows after you create the pixel and the data in your Pinterest reports will update to reflect the change. So don’t stress too much about what timeframes to choose.
- Click Create Tag. A pop up window will appear with your tracking pixel code. This is what you’ll add to your website code.
- Install Pinterest ad tracking pixel. Copy and paste the Pinterest ad tracking code on the website page you want to track. Pinterest recommends that you place the code just before the closing body tag. Depending on what action you want to track will decide where you place the tracking code.
- Page Visits: place code on pages you want to track visits
- Sign Up: place code on the Sign Up Success page. If you’re tracking email sign ups, you’ll want the code to appear on the page after someone submits their information because this is a successful action.
- Checkout: place code on the Order Confirmation page.
- Start Tracking! You don’t have to do anything special to track conversions when setting up campaigns in Pinterest. Once the pixel is successfully installed, conversions will start appearing in your Pinterest reporting.
One key item to be aware of is how Pinterest attributes conversions. The conversion data you see in Pinterest reports will be based on when the initial action took place on Pinterest, not when the event occurred on your website. So if someone clicked on your ad July 8, but didn’t convert on your website until July 17, the action will be attributed to July 8. Download reports regularly and keep in mind that changes can appear for previous days’ data.
If you’ve tried your hand at Pinterest Promoted Pins and you’re struggling to get off the ground – leave a comment below or you can reach out to us here.