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Send every Shopify event to Pinterest, server-side

Q: Do I need to uninstall the Pinterest sales channel?

Yes. Shopify’s Pinterest sales channel turns on catalog and pixel tracking together and cannot manage them separately. Uninstall it under Settings, Apps and sales channels to stop duplicate events.

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 Shopify 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.

Q: Do I need a developer to connect Shopify to Pinterest?

No. Shopify connects as an app install with no theme edits, and most brands are live in under 20 minutes. Headless storefronts add the Upstack Pixel script instead of the theme app extension.

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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4.6 out of 5 from 36 reviews on the Shopify App Store

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 Shopify event reaches Pinterest. Captured on the server, resolved to a person, then sent.

01 Capture

Captured from Shopify

One Upstack app setup that captures Shopify storefront and checkout events with the Upstack Pixel, records every order directly from Shopify, and forwards both to every tool you spend on.

See the Shopify integration

ShopifyWhat it sends

order_idShopify order and checkout token
email / phonecustomer contact from checkout
customer_idShopify customer record, if they have one
line_itemsproducts, variants and quantities
total / subtotal / discountorder economics

02 Understand

Resolved to one person before it leaves

Every Shopify 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

Shopify brands almost always have a pixel already firing.

Sending server events alongside it without a shared event ID is how a single purchase becomes two conversions and your reported ROAS quietly doubles. Upstack records one Purchase per Shopify order ID, so the pixel's copy and Shopify's own copy of an order count once.

Uninstall the Pinterest sales channel

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 Shopify feeds Pinterest. Two gains on the Pinterest side, two on the Shopify 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.

Shopify

Orders recorded from Shopify itself

Purchases also reach Upstack directly from Shopify, about 10 minutes after the order, so an order still counts when an ad blocker stopped the pixel or the shopper closed the page.

Shopify

Recognize returning customers

Shopify customer IDs, emails and phones are matched against the graph, so repeat buyers are identified across devices.

Setup

Live in under 20 minutes.

App install, no theme edits and no developer. You need admin access to your Pinterest Business account and owner or staff access to Shopify.

Upstack dashboardExample

Shopify Data source Connected

Pinterest Destination Healthy

Read the full Pinterest setup guide

01

Connect Shopify

In the Upstack dashboard, open System, then Data Sources, and click Connect Shopify. Approve the install in your Shopify Admin: Upstack reads products, orders and customers, and writes only its own pixel.
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

Uninstall the Pinterest sales channel

Shopify’s Pinterest sales channel turns on catalog and pixel tracking together and cannot manage them separately. Uninstall it under Settings, Apps and sales channels to stop duplicate events.
04

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 Shopify and Pinterest.

Do I need to uninstall the Pinterest sales channel?

Yes. Shopify’s Pinterest sales channel turns on catalog and pixel tracking together and cannot manage them separately. Uninstall it under Settings, Apps and sales channels to stop duplicate events.

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 Shopify 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.

Do I need a developer to connect Shopify to Pinterest?

No. Shopify connects as an app install with no theme edits, and most brands are live in under 20 minutes. Headless storefronts add the Upstack Pixel script instead of the theme app extension.