If you are in the digital marketing business and are used to running advertising campaigns on different advertising networks, you are probably familiar with conversion pixels. Installing them is often a problem: each ad network has its own particular methods, so you need to read up on how to do it. Let's find out together how to install your Pinterest pixel.
What is the Pinterest conversion tag?
The Pinterest conversion tag is a short line of code that is inserted on all pages of your site. It allows you to send information about your users' activity to Pinterest and therefore track the performance of your advertising campaigns.
Let's take a concrete example. If you don't have a tag installed, and you decide to advertise on Pinterest, your performance report will give you indications on the activity of the users as long as they stay on the social network. So you'll know how many people saw your ad, how many clicked on it, how many went to your profile to explore your content... This information is already very valuable. But once they go to your site, you lose them: you can't tell if they buy your product, browse your site, or leave quickly without being interested.
Thanks to the Pinterest tag, you will be able to track their activity on your site. The information obtained will therefore allow you to refine and refine your campaigns even further: you'll know better which users tend to convert, which ones are obviously not interested in your offer.
The Pinterest conversion tag also allows you to set up remarketing campaigns: in fact, this is what Pinterest will use to find out whether or not a user has already been to your site. It is therefore a very powerful and useful measurement tool, but also a real strategic tool.
Please note: the Pinterest tag has many names. It can be found under the name Pinterest tag, Pinterest conversion tag, Pinterest tag, Pinterest pixel... All these names refer to the same piece of code.
How to install the Pinterest tag?
There are several ways to install your Pinterest conversion tag on your site. You can either integrate it "hard", i.e. add the code to your site pages yourself, or use one of the many partner integrations available on the platform.
Installing the Pinterest pixel in hard copy
Installing your Pinterest conversion tag hard on your site means that you will retrieve it from the platform and copy and paste it onto every page of your site. In this case, either your site is a reasonable size or you have the option, on your end, to deploy it on all pages automatically. Be careful, however, if you add pages in the future: you must remember to add this tag systematically to all your pages, otherwise you will lose track of your users when they arrive on the URLs without pixels.
To set up your Pinterest conversion tag, there are a few easy steps to follow:
- Log in to your Pinterest business account
- Under "Analytics", click on "Conversion Insights".
- Create your advertising account, then click on "Install the tag".
- You have three choices: click on "Add code to website
- Enter the URL of your website. Pinterest will offer you partner integrations. If you don't want to follow them, click "Continue".
- Pinterest will then give you your custom tag. Copy it and place it on all the pages of your site, in the "header" section.
That's it! As simple as that, you can start tracking user activity on your site. Be careful, though: the Pinterest pixel doesn't give you a lot of information. You'll need to set it up for that. See the end of this article for an explanation.
Installing the Pinterest tag with Google Tag Manager
As we said, when you set up your Pinterest conversion tag, there are partner integrations. These are processes designed to implement the tag through popular tools or CMS on the market. Simpler, faster, these integrations will often save you time if they are available for you.
Let's discover the first one to install the Pinterest tag with Google tag Manager. Again, a few steps to follow: as before, retrieve your code under the "Analytics" tab of your Pinterest business account. The first steps are similar: first click on "install the tag", then enter your domain name.
Pinterest will then analyse the technical environment of your site to offer you matching partner integrations. If you have the option to use Google Tag Manager, it will tell you so.
When you click on Google Tag Manager, Pinterest will ask you for access to your GTM. Grant them, selecting the right account and container. Click continue: as simple as that, Pinterest will have created a tag automatically in your account, to start pulling up data. You should find it under the name "Pinterest Tag".
If your GTM tag is installed on your site, then the Pinterest tag will also load systematically.
Installing the Pinterest tag with Shopify
Another popular partner integration allows you to install the Pinterest tag on Shopify. How do you do this? Nothing could be simpler: once again, when you enter your domain name, Pinterest will automatically detect that your CMS is Shopify and offer you this integration.
Click on it and you can open Shopify and install the tag in two clicks from the application.
Une autre méthode consiste à vous rendre sur votre compte Shopify, à modifier le thème de votre site et à coller manuellement votre code dans le </head> de vos pages. Et voilà : aussi simplement que ça, votre site Shopify commencera à suivre les actions des internautes et à les renvoyer sur votre Gestionnaire d’annonces.
Other partner integrations
There are many other partner integrations available for the Pinterest Business Hub. It would take too long to detail them all, especially since they work broadly the same way as setting up your Pinterest tag on Google Tag Manager or Shopify.
Click on "Install your code", fill in your domain name and let Pinterest detect the available integrations for you. Click on the one that suits you and let it guide you. It usually only takes a few more clicks.
Other partner integrations for the Pinterest tag are: Wordpress, Woocommerce, Weebly, Premmerce, Magento, Ecwid, BigCommerce, Tealium and SquareSpace. It's likely that more will be released soon, so if you can't find yours, don't panic. You can wait until it is available, or you can install it manually.
Setting up your Pinterest tag
Now that your Pinterest tag is installed, you need to set it up. Indeed, like most other conversion pixels from social networks or ad networks, it will not automatically bring up your conversions. You need to tell it what a conversion is and how to calculate its value.
Again, don't panic: you will be guided through the process by the installation tool.
Pinterest has many event codes that will allow you to track these events. They are to be installed on the specific pages related to these events. This will allow you to track conversions, cart additions, page visits, video views, form fills and more. To take it a step further, there are even custom events that allow you to track whatever you want on your site.
For each event, you can associate event data: values, quantities, product names, etc. All of this will allow you to customise the events you set up. When an Internet user places an order, you want to know the amount of this order and what it contains. This kind of information is essential for the good management of an ad campaign.
Installing this event code is very simple. When you install your base code, a final window will open, offering you to install an event code. Several options will be offered to you: add to cart, purchase... It's up to you to select the ones that seem most relevant to your business and your objectives.
All you have to do is add this piece of code to your base code, on the dedicated pages, to be able to track the activity of visitors to your site with finesse. It's up to you!
GrowthYouNeed, an agency with expertise in Pinterest
At GrowthYouNeed, we are a growth hacking agency and we help our clients set up ad campaigns on most of the platforms out there. Pinterest is one of our favourites: you generally get very good coverage for a rather low cost compared to other social networks, while benefiting from a very powerful ads platform. Thanks to the focus on images, via the pin and board system, it's a perfect way to present your products, in situ, to your potential customers.
Would you like us to help you with your Pinterest campaigns or other social networks? Don't hesitate to contact us via the form below. We will be happy to answer you.