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Pinterest

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Pinterest

DirectionDestination
Environment
Web
Capability
Cohort Activation
SDK RequiredYes
Product(s) RequiredCore Platform

Activate Permutive cohorts to Pinterest for custom audience targeting in real-time. Send cohorts to multiple Pinterest accounts for promoted pin campaigns.

Setup

Troubleshooting

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Overview

Using the Pinterest Pixel integration, you can send rich cohort information to multiple Pinterest accounts for targeting. These audiences are passed to Pinterest in real-time, enabling you to run custom audiences and target promoted pins at Permutive cohorts. This integration is a Destination:
  • Destination: Permutive sends cohort membership data to Pinterest via the Pinterest pixel, which can then be used for targeting in Pinterest advertising campaigns.
Use cases include:
  • Target Pinterest users with promoted pins based on Permutive cohorts
  • Build custom audiences for Pinterest campaigns using real-time cohort data
  • Activate cohorts to multiple Pinterest accounts for different brands or campaigns
  • Retarget users who visited your website on Pinterest

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Environment Compatibility

EnvironmentSupportedNotes
WebYes—
iOSNo—
AndroidNo—
CTVNo—
API DirectNo—

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Prerequisites

  • Pinterest Ads Account: You must have an active Pinterest Ads account.
  • Pinterest Tag ID: You need to obtain your unique Tag ID from Pinterest. To find this:
    1. Log in to your Pinterest Ads account
    2. Click Ads in the top left-hand corner and select Conversion tags
    3. Choose to Create new Pinterest Tag (if you do not have one created already)
    4. You’ll receive a Tag ID - save this for the integration setup

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Setup

1

Enable in Permutive Dashboard

Navigate to the Permutive Dashboard and go to Settings > Integrations.Click Add Integration and select Pinterest.You’ll need to configure the integration with your unique Tag ID obtained from Pinterest (see Prerequisites).Click Add Pinterest to complete the setup.
The integration will be available for use in approximately 20 minutes.
2

Activate Cohorts to Pinterest

Once the integration is enabled, you can activate cohorts to your default Pinterest account:
  1. Navigate to a cohort in the Permutive Dashboard
  2. Toggle on the Pinterest activation for that cohort
  3. The cohort will be sent to Pinterest in real-time
3

Verify Setup

  1. In your Pinterest Ads account, navigate to Ads > Audiences
  2. You should see audiences corresponding to your activated Permutive cohorts
  3. These audiences can now be used for targeting in your Pinterest ad campaigns

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Data Types

The Pinterest integration is a Destination integration that sends cohort membership data from Permutive to Pinterest. It does not collect events into Permutive. When a cohort is activated to Pinterest, Permutive sends cohort membership information to Pinterest via the Pinterest pixel, which Pinterest uses to build custom audiences for targeting in ad campaigns.

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Troubleshooting

If the Pinterest integration does not become available after the expected 20-minute waiting period:
  • Verify that you entered the correct Tag ID during setup
  • Check that you saved the integration configuration in the Permutive Dashboard
  • Ensure your Pinterest Ads account is active and in good standing
  • Contact Permutive Support if the issue persists
If activated cohorts are not showing up as audiences in Pinterest:
  • Confirm that you’ve toggled on the Pinterest activation for the cohort in Permutive
  • Allow up to 24 hours for audiences to populate in Pinterest after first activation
  • Verify that the Tag ID configured in Permutive matches the one in your Pinterest Ads account
  • Check that your Pinterest Ads account has the necessary permissions to create custom audiences
  • Ensure your cohort has a sufficient number of users (Pinterest may have minimum audience size requirements)
If cohorts are being sent to the wrong Pinterest account when using multiple accounts:
  • When creating a cohort activation for an alternative Pinterest account, ensure you’ve entered the correct Tag ID in the activation configuration
  • Remember that leaving the Tag ID field blank will use the default Tag ID from the integration setup
  • Verify the Tag ID by checking your Pinterest Ads account under Ads > Conversion tags
  • If you need to change which account receives cohorts, update the activation configuration with the correct Tag ID
If the audience size in Pinterest is significantly smaller than your cohort size in Permutive:
  • Pinterest can only match users who have Pinterest accounts and have been identified by the Pinterest pixel
  • Match rates vary based on your audience demographics and Pinterest usage patterns
  • Consider the cookie-based nature of the integration - users need to be identified by both Permutive and Pinterest pixels
  • Allow 24-48 hours for the audience to fully populate after first activation

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Changelog

For detailed changelog information, visit our Changelog.