Pinterest event delivery

Máximo sends your storefront events to Pinterest two ways: the browser Pinterest Tag, and the Conversions API for server-side delivery. Both are managed on Settings → Pinterest → Pixel, because they share one Conversion Tag ID and deduplicate against each other.

Which events go to Pinterest

Shopify event	Pinterest event
Purchase	checkout
Add to Cart	add_to_cart
Begin Checkout	initiate_checkout
View Item	page_visit
View Collection	view_category
Search	search
Add Payment Info	add_payment_info

Page views are handled by the Tag’s own pintrk('page') call rather than dispatched server-side, so they don’t appear as a separate mapping.

Three events Máximo maps elsewhere have no Pinterest equivalent and are never sent: View Cart, Remove from Cart, and Add Shipping Info. Pinterest publishes no standard event for any of them, so neither the Tag nor the Conversions API carries them.

You can turn any mapped event off from the same tab. Turning it off removes it from both the browser Tag and the Conversions API, since both read the same mapping.

Browser Tag vs Conversions API

Three independent toggles control delivery, all locked until a Conversion Tag is configured:

• Enable Pinterest Pixel loads the Pinterest Tag on your storefront and fires ecommerce events from the browser. It needs the Máximo Pixels theme app embed, and fires only after the shopper grants marketing consent.
• Enable Conversions API sends the same events server-side from Máximo’s backend, independent of what the browser managed to do.
• Enable Enhanced Match (on by default) covers both legs at once. See below.

There’s also a browser beacon fired by the checkout Web Pixel for checkout-funnel events, a request to Pinterest’s documented image-tag endpoint. It’s on by default and has no merchant toggle. Checkout events reach Pinterest through the Conversions API regardless of the beacon’s state.

Pinterest’s epik click ID is captured at landing and relayed through checkout, so a conversion stays attributable to the click that produced it even when cookies don’t survive the journey.

Deduplication

Where an event reaches Pinterest through both the browser Tag and the Conversions API, Máximo sends both with the same event ID so Pinterest collapses them into one conversion rather than counting it twice.

This applies to storefront and checkout events. It does not apply to offline events, see below.

Enhanced match

Enhanced match sends hashed customer identifiers alongside your events so Pinterest can attribute a conversion even when the third-party cookie is gone. The two legs send different amounts:

• The browser Tag identifies with a hashed email and an external_id.
• The Conversions API sends hashed email, phone, name, city, state, zip, country, and an external_id combining the first-party visitor ID and the Shopify customer ID.

Every identifier is SHA-256 hashed before it leaves the browser or Máximo’s backend. Raw values are never stored or logged.

Pinterest validates enhanced match on your tag once it sees hashed identifiers on live events. The Pinterest’s verdict row on the Pixel tab shows where that stands.

Verification status

Once a tag is configured, the Pixel tab reports:

• Verified, once Pinterest has recorded a fired event. This takes roughly three hours after your first event, so “not verified yet” shortly after setup is a wait, not a fault.
• Not verified yet, before that window has passed.
• No events fired yet, if nothing has reached Pinterest at all.

Double-counting with Pinterest’s own Shopify app

If Pinterest’s own Shopify sales channel app is installed and configured against the same Conversion Tag ID, both integrations report events against it. Pinterest’s deduplication only protects events whose IDs match between the two systems, which isn’t guaranteed across two independent integrations, so conversions can be double-counted.

The Pixel tab checks for this automatically and shows one of three things:

• Nothing, if no conflicting app was found.
• A warning, that Pinterest’s Shopify app is installed and may fire against the same Tag ID. Disable one source so only one reports against that tag.
• A neutral notice, that the check itself couldn’t run. This deliberately isn’t the same as “no conflict found”: Máximo won’t tell you you’re safe on the strength of a check that didn’t complete.

If you want to run both, point them at two different Conversion Tags.

Offline and recurring orders

Settings → Offline events controls whether offline purchases reach Pinterest, alongside the same controls for Meta, TikTok, Google Ads, and Klaviyo:

• Send offline purchase events to Pinterest covers POS sales, draft orders, and channel-app sales from the sales channels you’ve enabled.
• Send recurring subscription orders to Pinterest covers renewal orders, once you’ve selected a recurring-orders app.

Both require the Pinterest Tag and Conversions API to be configured first.

Unlike Meta and TikTok, Pinterest never deduplicates offline events. There’s no safety net on Pinterest’s side for this path, so Máximo routes each order through the offline path only once: a storefront checkout and its offline counterpart are never both sent for the same order.

Test mode

Turn on Test mode under the Pixel tab’s Diagnostics section to validate delivery without recording real conversions. While it’s on, every Conversions API call is marked as a test, Pinterest processes only the first 20 events of a test batch, and results appear in Pinterest under Ads Manager → Conversions → Test events.

Test mode is a switch, not a code you paste in, unlike Meta’s and TikTok’s test-event-code fields. That matches how Pinterest’s own Conversions API test parameter works. Turn it off once you’ve confirmed events are arriving.

Verifying delivery

• Settings → Pinterest → Events shows delivery counts and recent failures for Conversions API events, with a link into the delivery monitor.
• Settings → Pinterest → Event quality shows Pinterest’s own scoring of the signal you’re sending. See event quality.
• To confirm the browser Tag is firing at all, use pixel presence.
• In Pinterest, open Ads Manager → Conversions and check the Tag’s event history directly.

Next steps

• Connect catalog & Tag: set the Tag up if you haven’t yet.
• Offline events overview: how completed and recurring orders reach your destinations.
• Consent: what shopper consent gates each beacon.