As marketers enter a new era, the shift away from third-party cookies makes conversion tracking more complex, and fully crediting marketing efforts is becoming increasingly challenging. According to a study conducted by Accenture, half of all advertisers surveyed admitted they do not have access to the data necessary for complete, actionable insights. Consequently, traditional measurement methods are no longer fit for purpose.

However, where there are challenges, there also lie opportunities. At Tealium, we’ve been working diligently to provide marketers with solutions and tactics to thrive in a privacy-first world. Through the products we’ve developed and the partnerships we’ve established, our mission is to help marketers stay ahead of the curve (and drive results).

A New Partnership with Pinterest

The Benefits of The Tealium and Pinterest Partnership

Tealium now enables businesses to track and optimize advertising campaigns on Pinterest. With third-party cookie depreciation and signal loss becoming a real challenge, businesses must better rely on consented first-party data to succeed in their advertising initiatives. Tealium’s powerful integration with Pinterest empowers you to unlock valuable customer data insights, personalize your Pinterest campaigns, and better measure performance for maximum impact.  

The Pinterest Conversions APIis designed to help bridge any data gaps in tracking and analyzing customer interactions, setting up marketers for long-term success. Think of it as a helping hand, navigating the complexities and enhancing visibility to inform your decision-making. By integrating Tealium into the mix, we’re leveraging the strengths of both platforms to enhance digital marketing efforts, focusing on the effective use of first-party data for advertising and customer engagement. This collaboration will help marketers gain even greater visibility and deeper insights into their data, helping to enable them to further optimize campaigns, improve performance, and drive (and prove) maximum impact.

How Does The Tealium and Pinterest Integration Work?

Tealium acts as your centralized hub for capturing valuable customer data from your website, mobile app, and other touchpoints. This data can include demographics, purchase history, browsing behavior, and more. Tealium then seamlessly integrates this data with Pinterest, enriching your audience profiles and providing a deeper understanding of your target audience.

Brands who are already using the Pinterest Conversions API are seeing significant impacts, with some reporting an average increase of 28% in conversions attributed to Pinterest (1).

Make Measurement Work Harder For You

People go to Pinterest to plan, feel inspired, and shop. The #1 reason people use Pinterest is to find new products and brands (2). 518 million people use Pinterest every month to find new ideas and plan their next purchase (3). They head there to visualize and act on their future. And they’re eager to hear from brands like yours.

Advertisers implementing full-funnel Pinterest strategies are already reaping the fruits — from discovery to boosted conversions and supercharged results. Although the Pinterest Conversions API is primarily a lower-funnel tool, its integration with Tealium’s capabilities can help bring more reliable conversion tracking to campaigns.

On average, advertisers that have used Conversions API in combination with the Pinterest tag have seen up to 14% CPA improvements for campaigns compared to using the tag alone. Additionally, brands have also observed a 28% average increase in attributed conversion volume when using both Conversion API and the Pinterest tag, compared to using the tags only (4).

5 Ways to Take Your Pinterest Marketing To The Next Level

By using the Pinterest Conversions API and Tealium together, here are just some of the many benefits you can enjoy:

• Target the right audience, at the right moment: Target your Pinterest ads to specific user segments based on their interests, demographics, and behavior, ensuring your message reaches the most relevant audience.
• Deliver hyper-personalized experiences: Use dynamic product ads to showcase relevant ads and products to users who will most likely be interested based on their browsing history and purchase behavior.
• Apply retargeting campaigns: Recapture website visitors who have shown interest in your products with targeted Pinterest ads, reminding them to complete their purchase journey.
• Gain real-time data insights: Make informed decisions and adjust your Pinterest strategies as momentum builds around consumer trends, marketing moments, or specific products.
• Measure campaign impact: Track key metrics and optimize your campaigns for maximum ROI.

Want to learn more? Contact us today to explore this exciting integration and start harnessing the combined power of Tealium and Pinterest to further fuel your marketing campaigns.

1 Source: Pinterest internal analysis, Beta test of 42 advertisers adopting the Conversions API in combination with the Pinterest Tag compared to using only the Pinterest Tag. Global, Sep 2022.
2 Global Web Index, core survey, US, 2021
3 Source: Pinterest, global analysis, Q1 2024
4 Source: Pinterest internal analysis, Beta test of 42 advertisers adopting the Conversions API in combination with the Pinterest Tag compared to using only the Pinterest Tag. Global, Sep 2022.