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Custom stack - Pinterest

Send every Custom stack event to Pinterest, server-side

Q: What’s the difference between the Pixel Tag ID and the Advertiser ID?

The Pixel Tag ID identifies a specific tracking pixel inside your Pinterest account, and the Advertiser ID identifies the ad account that owns it. Upstack needs both: the Pixel Tag ID to attribute events to the right pixel, and the Advertiser ID to send them on behalf of the right ad account.

Q: Do I still need the Pinterest browser pixel?

Server-side delivery works on its own, but running both gives Pinterest the strongest signal. As long as the Pixel Tag ID matches between your browser pixel and the Upstack destination, Pinterest’s deduplication prevents double counting.

Q: Which customer parameters are sent to Pinterest?

Events carry hashed email and phone plus the epik click ID when available.

Q: How do I check that Custom stack events are reaching Pinterest?

Upstack marks the destination Healthy, and Conversions, Pinterest tag in Pinterest Business shows events from your Conversions API integration. Match quality and conversion attribution build over the following 24 to 48 hours.

Each event is resolved to a person against a 750M+ device graph before it reaches Pinterest, with restored click IDs, deduplicated conversions and delivery you can audit.

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US device IDs in the graph: 750M+
Match rate on events: 90%+
Identity window, per customer: Lifetime
Most brands are live: <20 min

How it flows

How a Custom stack event reaches Pinterest. Captured on the server, resolved to a person, then sent.

01 Capture

Captured from Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.

See the Custom stack integration

Custom stackWhat it sends

event_namewhatever you choose to call it
user identifiersany of email, phone, external ID
value / currencyif the event carries revenue
custom propertiesany attribute in your own schema

02 Understand

Resolved to one person before it leaves

Every Custom stack event is matched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer rather than two strangers.

How resolution works

Resolved before it is sent

IdentityMatched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer.
customer_typeNew or returning, resolved before send.
DeduplicationBrowser and server copies of the same purchase collapse on event ID, so nothing is counted twice.
Bot and fraud filteringAutomated traffic never reaches the model, because what you keep out of the training set matters as much as what goes in.

Ad platforms accept almost anything and tell you very little. These controls exist so you can see what was sent and what was accepted, rather than inferring it from a reporting gap.

03 Activate

Delivered to Pinterest

Server-side conversions to the Pinterest Conversions API, resolved and deduplicated.

See the Pinterest integration

PinterestWhat it receives

em / ph (hashed)Conversions API matching
click IDattribute saves and clicks that convert later
event_iddedupe
valuevalue optimization

The catch

The freedom to name your own events is also the risk: an ad platform expects specific event names and parameter shapes, and anything outside that is accepted and ignored.

Mapping happens before send, not in the platform.

Where to check in PinterestDelivery you can audit

Pinterest Ads Conversions Event history

which shows server events separately from tag events.

What changes

What changes when Custom stack feeds Pinterest. Two gains on the Pinterest side, two on the Custom stack side.

Server-side delivery

By default Upstack sends events to Pinterest from its servers as well as through the Pinterest tag, so an event an ad blocker or browser privacy setting stops in the browser still arrives from the server.

Identity-resolved events

Events sent to Pinterest carry the resolved customer whenever Upstack can identify one, matched against a 750M+ device graph.

Custom stack

Any stack, any framework

Headless, custom checkout, native app or a platform we haven’t listed: if it can make an HTTP request, it can send to Upstack.

Custom stack

The same event schema

Custom events are resolved, filtered and forwarded exactly like a Shopify order.

Setup

Post directly from your backend so nothing depends on the browser.

You need admin access to your Pinterest Business account.

Upstack dashboardExample

Custom stack Data source Connected

Pinterest Destination Healthy

Read the full Pinterest setup guide

01

Connect Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.
02

Add the Pinterest destination

Under Destinations, add Pinterest with your Pixel Tag ID (a 13 digit number), your Advertiser ID (a 12 digit number) and a Conversion API key generated in Pinterest Business, which starts with pina_.
03

Check events in Pinterest

Upstack marks the destination Healthy, and Conversions, Pinterest tag in Pinterest Business shows events from your Conversions API integration. Match quality and conversion attribution build over the following 24 to 48 hours.

FAQ

Questions about Custom stack and Pinterest.

What’s the difference between the Pixel Tag ID and the Advertiser ID?

The Pixel Tag ID identifies a specific tracking pixel inside your Pinterest account, and the Advertiser ID identifies the ad account that owns it. Upstack needs both: the Pixel Tag ID to attribute events to the right pixel, and the Advertiser ID to send them on behalf of the right ad account.

Do I still need the Pinterest browser pixel?

Server-side delivery works on its own, but running both gives Pinterest the strongest signal. As long as the Pixel Tag ID matches between your browser pixel and the Upstack destination, Pinterest’s deduplication prevents double counting.

Which customer parameters are sent to Pinterest?

Events carry hashed email and phone plus the epik click ID when available.

How do I check that Custom stack events are reaching Pinterest?

Upstack marks the destination Healthy, and Conversions, Pinterest tag in Pinterest Business shows events from your Conversions API integration. Match quality and conversion attribution build over the following 24 to 48 hours.