Pinterest event quality
Settings → Pinterest → Event quality shows Pinterest’s own Event Quality Score (EQS), the same assessment you’d find in Pinterest Ads Manager, read daily and kept as history so you can see direction rather than just today’s number.
This is Pinterest’s verdict on how well it can match the events you send to real people and real catalog items. It’s a measure of your signal, not of whether delivery succeeded, event delivery covers that.
How it’s reported
Section titled “How it’s reported”Máximo polls Pinterest daily for every connected ad account and stores one row per day for each combination of source platform and ingestion source Pinterest reports on. Conversions API rows and browser Tag rows sit side by side rather than being blended, so a healthy Tag can’t hide a struggling Conversions API, or the other way around.
Each row carries:
- An overall status from Pinterest: Good, Fair, or Needs improvement.
- Per-parameter coverage and issues across the identifiers and attributes Pinterest scores, including email, phone, IP address, user agent, external ID, click ID, order ID, order value, and product ID.
The page also shows a single average coverage figure across every reported parameter, with a trend against the prior period. Use it to track direction only. Pinterest’s actual verdict is the status on each panel, never that average.
CAPI-only accounts
Section titled “CAPI-only accounts”An ad account with the Conversions API configured but no browser Tag will show data only for its Conversions API rows. That’s the expected shape for a server-only setup, not an error, and the page labels it as such rather than reporting missing Tag data as a problem.
Priority fixes
Section titled “Priority fixes”Máximo ranks what Pinterest reported by how much it’s costing you in match quality, and groups each item by the source it came from, so a Conversions API problem is never presented as a Tag problem. Categories are:
| Category | What it means |
|---|---|
| Critical | A signal gap materially hurting Pinterest’s ability to match events. |
| Catalog match | Events aren’t lining up with catalog items, so conversions can’t be tied to products. |
| Fix | An issue Pinterest itself flagged on your events. |
| Opportunity | A match key you could be sending and aren’t, which would raise coverage. |
| Data gap | A catalog attribute missing from the data behind your events. |
Raising your score
Section titled “Raising your score”Most of what moves EQS is set elsewhere in Máximo:
- Turn on enhanced match. It’s the single biggest lever, and it feeds the email, phone, and external-ID parameters Pinterest scores. See event delivery.
- Run the Conversions API alongside the Tag, not instead of it. Server-side delivery carries identifiers the browser can’t, and the two deduplicate against each other.
- Keep catalog sync healthy. Product ID coverage depends on events referencing items that actually exist in your Pinterest catalog. Catalog diagnostics shows anything Pinterest is rejecting.
- Check your identity coverage. Identity stitching is what gives a returning shopper a stable
external_idacross sessions and devices.
Not the same as Meta’s EMQ
Section titled “Not the same as Meta’s EMQ”Pinterest’s EQS and Meta’s Event Match Quality answer a similar question but aren’t comparable numbers. Meta scores 0 to 10; Pinterest returns a categorical verdict per source and ingestion pair. Máximo keeps them on separate pages, and the dashboard’s Pinterest channel strip deliberately doesn’t plot an EMQ-style line, because there’s no honest way to draw one from a three-state verdict.
Next steps
Section titled “Next steps”- Event delivery: enhanced match, deduplication, and what each leg sends.
- Meta dataset quality: the equivalent surface for Meta.
- Identity stitching: how Máximo builds the identifiers these scores depend on.