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The Pinterest Conversions API Program for Offline Conversions

The Pinterest Conversions API Program for Offline Conversions enables advertisers to send offline conversion data to Pinterest. Once the advertiser requests an attribution report based on their desired settings, Pinterest performs attribution analysis on the impact of that advertiser’s Pinterest campaign on offline conversions and sends them an offline conversion report. This allows advertisers to understand how Pinterest campaigns drive offline conversions and to find additional data to better optimize ad spend or customer experience.

The Pinterest Conversions API Program for Offline Conversions is a Pinterest-paid program, so there is no cost for brands and advertisers.

Note

  • Pinterest must approve all program participants. Contact your LiveRamp or Pinterest rep to find out about getting approved for the Pinterest Conversions API Program for Offline Conversions.

  • The Pinterest Conversions API Program for Offline Conversions was formerly known as "the Pinterest Offline Conversion Reporting Attribution Program".

Overview of Steps Involved

The following steps need to be performed to enable the attribution analysis in Pinterest:

  1. Before your campaign starts, you send LiveRamp a sample conversion data file so we can test the integration with Pinterest (if necessary).

  2. You activate your campaign.

  3. You send offline (in-store) conversion data from the last 30 days with PII to LiveRamp.

  4. LiveRamp matches the PII to RampIDs and delivers matched data to Pinterest.

  5. Pinterest matches RampIDs to Pinterest IDs.

  6. You request an attribution report with your desired settings.

  7. Pinterest generates an offline conversion report for the advertiser’s Pinterest campaigns.

See the appropriate sections below for more information on performing these steps.

Format the File

Tip

To download an Excel file template that contains all possible columns and formatting instructions, click here.

After transferring your data into the file template, be sure to delete the row with the formatting instructions and save the file in one of our allowed file types (.csv, .tsv, .psv, or .txt) before uploading.

Once the file has been formatted correctly, upload the file to LiveRamp. See the “Upload the File” section below for more information.

Note

Once you set up the file format for an existing attribution program feed, try to keep the file format (such as the column headers or the column order) the same for all subsequent files. If you change the file format for an existing feed, create a support case before uploading the new file to ensure your existing attribution feeds are not impacted. For more information, see "Changing the Format of an Existing File".

List of All File Columns

See the table below for a list of columns and formatting instructions:

Field Name

Column Required?

Values Required?

Notes

first_name

Yes

Yes (if name and postal address (NAP) is used as an identifier)

last_name

Yes

Yes (if NAP is used as an identifier)

address_1

Yes

Yes (if NAP is used as an identifier)

address_2

Yes

No

  • Include values in this column if you have additional street address info for a given row.

city

Yes

Yes (if NAP is used as an identifier)

state

Yes

Yes (if NAP is used as an identifier)

  • Must be a two-character, capitalized abbreviation ("CA", not "California" or "Ca").

zip

Yes

Yes (if NAP is used as an identifier)

  • ZIP codes can be in 5-digit format or 9-digit format (ZIP+4).

email_1

Yes

Yes (if email address is used as an identifier)

  • Can be plaintext or one of our allowed has types (SHA-256, MD5, or SHA-1).

  • If you have multiple emails for a consumer, send your best one in the “email_1” column.

email_2

Yes

No

  • Can be plaintext or one of our allowed hash types (SHA-256, MD5, or SHA-1).

email_3

Yes

No

  • Can be plaintext or one of our allowed hash types (SHA-256, MD5, or SHA-1).

email_4

Yes

No

  • Can be plaintext or one of our allowed hash types (SHA-256, MD5, or SHA-1).

transaction_category

Yes

Yes

  • Any of Pinterest’s standard conversion event types or categories (e.g. “Checkout”, “Signup”, or “Lead”).

  • If not included, the default value is “Checkout”.

transaction_timestamp

Yes

Yes

  • Corresponds to the date/time of transaction in UTC - (example “2017- 02-07T13:25:00Z” - should be the time the conversion happened in UTC).

  • Standard formats:

    • yyyy-MM-dd

    • yyyy-MM-dd'T'HH:mm:ss'Z'-0000 (for example, 2021-06-04T10:01:00Z-0000)

  • Additional formats:

    • MM/dd/yyyy hh:mm:ss aa

    • MM/dd/yyyy HH:mm:ss

    • yyyy-MM-dd HH:mm:ss

    • yyyy-MM-ddTHH:mm:ss

    • yyyy-MM-dd HH:mm:ss+z

    • yyyy-MM-ddTHH:mm:ss+z

transaction_amount

Yes

Yes

  • Do not include any (currency) symbols.

  • Format required: XXX.XX

phone_1

Yes

Yes (if phone number is used as an identifier)

  • Do not include any hyphens or parentheses.

  • Can be plaintext or SHA-1 hashed.

  • If you have multiple phone numbers for a consumer, send your best one in the “phone_1” column.

phone_2

Yes

No

  • Do not include any hyphens or parentheses.

  • Can be plaintext or SHA-1 hashed.

order_id

Yes

Yes

  • A unique ID (such as a transaction ID) that corresponds to the order that the particular item belongs to (this is often referred to as an “ordinal”). If the value is not unique, a partner may deduplicate some of these events when ingesting your conversion data.

  • To measure item-level events, the value will need to be a unique value for each item within a basket. LiveRamp recommends using the concatenated value of the order ID + product SKU. For example, if the  order ID is “123” and SKU is “456”, the “order_id” value would be “123456”.

  • Do not include special characters, currency symbols, or commas.

quantity

No

No

  • The number of items purchased.

product_id

No

No

  • An alphanumeric value delineating a unique item in an order, such as a SKU or UPC. For example, if three socks are purchased in one transaction, you could have three transaction rows with different product IDs for each pair of socks but the same order ID.

  • Do not include special characters, currency symbols, or commas.

currency

No

No

  • The currency the transaction was paid in (i.e., “USD” or “CAD”).

  • Default value is “USD”.

product_name

No

No

  • Short name of the product.

promo_code

No

No

  • Promotion code that was used for the purchase.

product_category

No

No

  • Top-level category of the product.

product_subcategory

No

No

  • Subcategory of the product.

product_variant

No

No

  • Can include any product variation identifiers of the product.

product_brand

No

No

  • Brand name of the product.

is_new_customer

No

No

Identifies whether the customer is a new or existing customer. Possible values:

  • “Y” is new customer

  • “N” is existing customer

Header Row Example

The headers shown below are all required.

first_name|last_name|address_1|address_2|city|state|zip|email_1|email_2|email_3|email_4|transaction_category|transaction_timestamp|transaction_amount|phone_1|phone_2|order_id

Conversion Data Examples

Alex|Chen|44 Main Street|#12|San Francisco|CA|94100|alex@gmail.com|ac@ymail.com|||In-store|2014-03-31|99.99|4157892314|4156438224|58239

Julian|Roodiger|55 Mission Street||San Francisco|CA|94500|julian@gmail.com||||Offline|2014-03-30|55.55|4159032427|4157823435|67324

Send Conversion Data to LiveRamp

If you’re not currently using another LiveRamp Conversions API program (such as Bing or Yelp), we might need you to send us sample conversion data to set up the integration.

Caution

Most platforms require that at least 1,000 unique transaction events be uploaded over a 28-day period.

Conversion Data Guidelines

Each conversion data record must include at least one PII identifier (name and postal address, email, or phone) and the required conversion data:

  • Transaction category

  • Transaction timestamp

  • Transaction amount

  • Order ID

Conversion data should be uploaded within 30 days of the conversion.

Upload the File

Upload conversion data files using LiveRamp’s SFTP server or your SFTP server.

You can also have us pull files from an AWS S3 bucket or GCS bucket. See “Getting Your Data Into LiveRamp” for more information.

Caution

Files for this conversions program cannot be uploaded via Connect.

After uploading, email LiveRamp support (pinterestmeasurement@liveramp.com) to confirm that you have uploaded conversion data.

Note

For future uploads, you do not have to email LiveRamp to confirm that you have uploaded data assuming headers have not changed or additional columns have not been added.

Once the file is uploaded, information on file processing status can be viewed in LiveRamp Connect.

Contact LiveRamp (pinterestmeasurement@liveramp.com) if you have any questions.

After Pinterest has ingested the conversion data, you can request an attribution report with your desired settings. Your Pinterest account team will then run the attribution report and send it back to you. The report will include aggregated offline conversion data for the requested date range.

FAQs

At what cadence should I send my conversion data files?

LiveRamp can receive conversion data files for this program on a daily, weekly, or monthly basis, but we highly suggest automated daily delivery as it gives LiveRamp the greatest ability to match. If you prefer not to send daily files, the next best option is weekly delivery as this enables data to be reported within the same month.

What conversion data should I include in my conversion data file?

Include all traceable offline transactions in your delivery. Do not include online transaction data.

Avoid sending duplicate transactions (transactions already sent to LiveRamp). If you send daily files, only include transactions that occurred on that day. If you send weekly or monthly files, only send transactions that occurred since the previous file was sent.

Do not include transactions with a transaction date in the future.

How long until will it take after I upload my data before I can request a report from Pinterest?

It usually takes 1-3 days to get the data to Pinterest and then about 2 days for Pinterest to ingest the data.

In this section:

Personally identifiable information (such as name and postal, phone number, or email address) which, on its own or when combined with some other data, can be used to identify an individual.

LiveRamp's universal, pseudonymous identifier that is tied to devices in the LiveRamp Identity Graph.