Traditional client-side tags can be blocked by browser extensions or privacy settings. Server-side tagging ensures:

• Improved attribution accuracy
• Reliable conversion tracking
• Enhanced compliance with privacy regulations

Adding Product Catalog Tracking enables Dynamic Retargeting Ads using your product feed.

⚙️ Requirements

Tools & Platforms

• Google Tag Manager Server-Side (sGTM)
• Google Tag Manager Web Container
• Pinterest Business Account
• Product Catalog Feed (XML or CSV)
• Pinterest Tag ID
• Cloud hosting (e.g., Google Cloud Run or App Engine)

🔧 Step-by-Step Implementation

1. Set Up Pinterest Conversion API Access

You need your Pinterest Tag ID and an Access Token.

a. Generate Access Token:

• Go to: https://ads.pinterest.com
• Navigate to Business Access > Conversion Access Token
• Generate token for server-side event posting

2. Prepare Your sGTM Environment

 

a. Create a GTM Server Container:

• Go to tagmanager.google.com
• Click “Admin” > “Create Container” > Choose Server
• Deploy via App Engine (recommended) or Cloud Run

# For App Engine
gcloud app deploy

Once deployed, note your sGTM Endpoint URL (e.g., https://gtm.example.com)

3. Pinterest Tag Template for sGTM

a. Import a Custom Template (Pinterest Server Tag)

If Pinterest doesn’t provide one officially, create one:

• Go to Templates > New Tag Template
• Use this sample code:

const log = require('logToConsole');
const sendHttpRequest = require('sendHttpRequest');
const JSON = require('JSON');

const eventName = data.event_name;
const userData = data.user_data;
const eventTime = Math.floor(Date.now() / 1000);

const payload = {
  event_name: eventName,
  event_time: eventTime,
  action_source: "website",
  user_data: userData,
  custom_data: data.custom_data || {}
};

sendHttpRequest(
  'https://api.pinterest.com/v5/events',
  {
    method: 'POST',
    headers: {
      'Content-Type': 'application/json',
      'Authorization': `Bearer ${data.access_token}`
    }
  },
  JSON.stringify({
    data: [payload]
  })
);

log(`Sent Pinterest Event: ${eventName}`);

b. Add Fields:

• event_name
• user_data (e.g., email hash, IP, user agent)
• custom_data (e.g., product info)
• access_token

4. Send Events from Web GTM to Server GTM

a. Create Web GTM Tag (Pinterest Event Trigger)

window.dataLayer.push({
  event: 'pinterest_server_event',
  event_name: 'AddToCart',
  user_data: {
    em: 'hashed_email_here',
    client_ip_address: '{{user_ip}}',
    user_agent: navigator.userAgent
  },
  custom_data: {
    currency: 'USD',
    value: 59.99,
    content_ids: ['SKU123'],
    content_type: 'product'
  }
});

5. Create Tag in Server GTM for Pinterest

a. Variables

Extract event_name, user_data, and custom_data from event object

b. Trigger

• Custom Event Trigger: pinterest_server_event

c. Tag

• Use your custom Pinterest CAPI tag
• Pass the required fields:
  • event_name
  • user_data
  • custom_data
  • access_token (stored as Constant variable)

🛍️ Product Catalog Setup

6. Prepare and Upload Product Feed

a. Create Catalog Feed File

CSV Format Example:

id,title,description,link,image_link,price,availability
1234,Blue T-Shirt,"Cotton, size M",https://store.com/p/1234,https://store.com/i/1234.jpg,29.99 USD,in stock

XML Format Example:

<rss version="2.0" xmlns:g="http://base.google.com/ns/1.0">
<channel>
  <title>Product Feed</title>
  <item>
    <g:id>1234</g:id>
    <g:title>Blue T-Shirt</g:title>
    <g:description>Cotton, size M</g:description>
    <g:link>https://store.com/p/1234</g:link>
    <g:image_link>https://store.com/i/1234.jpg</g:image_link>
    <g:price>29.99 USD</g:price>
    <g:availability>in stock</g:availability>
  </item>
</channel>
</rss>

b. Upload to Pinterest

• Go to Catalog Manager
• Add new data source URL or schedule via FTP/HTTPS

7. Enable Dynamic Retargeting

Pinterest matches content_ids from your server events with the catalog feed.

Ensure:

• The content_ids in custom_data match the id field in feed
• Events like PageVisit, ViewCategory, AddToCart, and Purchase are firing

Example:

{
  "event_name": "Purchase",
  "custom_data": {
    "content_ids": ["1234"],
    "currency": "USD",
    "value": 99.00,
    "order_id": "ORDER789"
  }
}

✅ Final Testing & Validation

Use Pinterest Tag Helper Chrome Extension

• Validate real-time event tracking
• Confirm server-side events match product catalog

Use Pinterest CAPI Event Logging Tool (Beta)

• Request from your Pinterest rep

📌 Best Practices

• Hash PII (SHA-256) before sending email or phone
• Set up failover logging for failed Pinterest requests in sGTM
• Include Consent Mode logic if in EU
• Regularly sync product catalog to keep IDs updated
• Use Debug Mode in GTM for end-to-end testing

🚀 Bonus: Add Pinterest Purchase Deduplication

To avoid duplicate tracking:

• Send client-side event_id along with server-side
• Include event_id field in both

{
  "event_name": "Purchase",
  "event_id": "xyz123",
  ...
}

Pinterest will deduplicate based on event_id.

🔚 Summary

Setting up server-side Pinterest tag with product catalog tracking provides robust, privacy-compliant conversion tracking and retargeting capabilities. You’ll gain better accuracy, reduce reliance on browser-based tracking, and unlock dynamic ad features using your catalog.