Tracking for Pinterest Ads

This guide will show you how to set up tracking for the following Pinterest metrics in Northbeam:

• Spend, impressions, visits and all conversion-based metrics attributed to Pinterest Ads

This involves 2 simple steps:

Step 1: Connect Your Pinterest Ad Account (required)

Step 2: Insert Northbeam UTM Parameters (required)

Input	Output	If Input is missing...
Pinterest Integration (required)	The following data is pulled into your dashboard: - Campaign, Adset, Ad Names - Ad Spend - Impressions - Pinterest-reported metrics	Campaign, Adset, Ad Names will be missing, along with Spend, Impressions, and Pinterest-reported metrics.
UTM Parameters (required)	Revenue, Transactions, and Visit attribution to your Campaigns, Adsets, and Ads.	If your ads are using Standard UTMs (ex. utm_source, medium, campaign), we'll track click-based conversions. Spend will not be pulled in, so not possible to see cost-based metrics (ex. ROAS, CAC).

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Step 1: Connect Your Pinterest Ad Account

What does the connection do?

Northbeam natively integrates with the Pinterest Ads API. By doing so, we pull all your current and historical Campaigns, Adsets, and Ads from your account, along with a list of useful metrics. Notably, we pull impressions, which fuel our view model and unlock our Clicks and Views attribution model. We also pull ad spend and list of in-platform conversion & creative metrics to help you with decision making.

How to connect your Ad Account

For a visual walkthrough of connecting your Ad Account, reference the video below.

Connecting in Onboarding Flow

If you're in the Onboarding Flow, please go to Integrations.

Connecting in Dashboard

If your dashboard is activated, please go to Settings > Connections.

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Note: The credentials used must have admin access to the Ad Account.

Step 2: Insert Northbeam UTM Parameters

Please add the following UTM parameters for new and existing ads. The location of the UTM depends on the campaign type. Reference instructional video and chart below.

nbt=nb:pinterest::{campaignid}:{adgroupid}:{adid}&nb_kwd={keyword}&nb_device={device}&nb_platform=pinterest&nb_pn={product_name}&nb_ppgid={promoted_product_group_id}&nb_pid={product_id}&nb_ppid={product_partition_id}&utm_medium=paid&utm_source=pinterest&utm_campaign={campaign_name}&utm_term={adgroup_name}

Step-By-Step Guide:

For a visual walkthrough of setting up UTM parameters, reference the video below:

Where to place UTMs and Examples

Campaign Type	Where to place UTMs	Example
All Campaigns, except Catalog Sales	"Destination URL" in the Ad Level	https://mystore.com?nbt=nb:pinterest::{campaignid}:{adgroupid}:{adid}&nb_kwd={keyword}&nb_device={device}&nb_platform=pinterest&nb_pn={product_name}&nb_ppgid={promoted_product_group_id}&nb_pid={product_id}&nb_ppid={product_partition_id}&utm_medium=paid&utm_source=pinterest&utm_campaign={campaign_name}&utm_term={adgroup_name}
Catalog Sales Campaigns	"URL Parameters" in the Ad Group Level	{lpurl}?nbt=nb:pinterest::{campaignid}:{adgroupid}:{adid}&nb_kwd={keyword}&nb_device={device}&nb_platform=pinterest&nb_pn={product_name}&nb_ppgid={promoted_product_group_id}&nb_pid={product_id}&nb_ppid={product_partition_id}&utm_medium=paid&utm_source=pinterest&utm_campaign={campaign_name}&utm_term={adgroup_name}

CATALOG SALES NOTE: If your Catalog Sales Campaigns send traffic to specific product variants, the Final Destination URL likely already contains variant parameters. (ex: https://mystore.com/product/shirt?variant=1). If this applies to you, begin the Northbeam parameter with a "&", instead of a "?".

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For a full walkthrough of Pinterest UTMs, reference the Step-By-Step video above.

UTM Auto-Appending

To ensure optimal tracking, Northbeam will attempt to place UTM parameters on all newly created Pinterest ads from any ad accounts connected to your dashboard. We ask to please also manually append our UTMs.

If you prefer the UTM Auto-Append functionality disabled on your account, please reach out to our Support team.

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Pinterest Ads FAQ

1. How do I connect an extra account or remove an account?

Reference our step-by-step guide below:

2. Why do I see a data discrepancy?

Discrepancies in Revenue and Orders are expected. The reason for this lies in the differences between Northbeam's attribution model and the corresponding platform's attribution model. Each attribution model has a unique method of allocating credit.

For example, Northbeam's Clicks-Only model divides credit across all touchpoints and tries to push credit to your upper funnel channels. Let's say your in-platform model uses Last Click, which gives credit to the last touchpoint in the journey. This is going to cause a discrepancy.

To take it one step further, let's say both Northbeam and in-platform are using Last Click. Northbeam is unique in that we recognize all touchpoints from every single channel. Whereas most platforms only recognize touchpoints from that same platform.

In addition, there's often a difference in the attribution window. By default, Northbeam leverages a 1-Day window, which is different than many other platforms' default.

To get the most apples to apples comparison, be sure to compare data using same Attribution Model and Attribution Window. But keep in mind, it will never be exact.

Attribution Models and Windows

Pinterest:

• Attribution Model: Last Click
• Attribution Window: 30-Day Click/30-Day Engagement/1-Day View
  • Source: Pinterest Conversion Settings

Northbeam:

• Attribution Model: Varies (default is Clicks-Only)
• Attribution Window: 1-Day Click (default, can extend to an infinite lifetime value)

Pinterest relies on limited third-party data, particularly post iOS14, resulting in a constrained 7-Day Click/1-Day View attribution window. This limitation often leads to inflated metrics due to the exclusive focus on their own marketing touchpoints.

Northbeam, on the other hand, leverages its proprietary pixel and first-party data to comprehensively analyze a customer's entire journey. Our flexibility allows for attribution windows ranging from 1-Day to an infinite lifetime, providing a more nuanced and accurate representation of customer paths.

3. Suspect a Tracking Issue?

Please reference our 5 Tracking Principles.

• Connection: Make sure your Ad Account is still connected. Go to Settings > Connections and check for any errors. Connections could break for a variety of reasons, but most commonly, the User losing access to the Ad Account.
• UTMs: Ensure all your TikTok Ads contain Northbeam UTMs, listed above under Step 2.
• Northbeam Pixel: Ensure the Northbeam Pixel is firing on your landing page. Note that some site themes may not automatically transfer to landing pages on certain third-party apps, necessitating manual pixel placement.
• Purchase Pixel: Confirm that the Purchase Pixel is firing on your checkout page.
• A-Record Setup: Verify that the A-Record is correctly configured in your DNS Settings.