Zocalo now works with commercetools! Read more about the integration that expands commercetools' capabilities and accelerates deployment on a leading commerce platform. Learn More

Pinterest CAPI Implementation Support

Industry

Social media & digital advertising

Location

San Francisco, CA

Tags

DIGITAL ADVERTISING

SERVER-SIDE DATA COLLECTION

PROJECT MANAGEMENT

Key Impact

Avatria was contracted by Pinterest to aid their top advertisers in implementing CAPI via GTM.

50+

CAPI implementations supported

THE CHALLENGE

Help key advertisers transition to CAPI-based attribution

Pinterest introduced its Conversions API (CAPI) to protect conversion visibility, improve attribution accuracy, and future-proof optimization as conversion signals and client side tracking evolve.

However, many advertisers struggled to implement CAPI on their own. Without modern, high-quality conversion signals, Pinterest could not fully see the results it was driving or reliably optimize toward them. This slowed progress against its conversion visibility goals and limited the share of revenue tied to healthy Event Quality Score (EQS).

To close this gap, Pinterest created a funded program to help priority advertisers implement CAPI and strengthen EQS, its internal measure of signal completeness and quality. Pinterest selected Avatria as its official Google Tag Manager (GTM) implementation partner, acting as a technical extension of the platform to accelerate that strategy.

PROJECT DETAILS

Pinterest’s CAPI program, powered by Avatria

Through this program, Pinterest funds Avatria to do the hands-on work needed to bring advertisers onto CAPI in a way that aligns with Pinterest’s measurement roadmap. With Avatria, Pinterest is able to:

Implement or upgrade Pinterest’s CAPI via GTM server-side and supported cloud setups
Diagnose tagging and data layer issues that limit Pinterest’s conversion visibility
Validate integrations against Pinterest’s EQS standards so reporting and optimization remain reliable over time

This lets Pinterest move more advertisers onto durable, privacy-forward measurement without requiring them to stand up full CAPI projects in house, while keeping Pinterest’s own conversion visibility and EQS goals front and center.

Results

Efficient, effective CAPI support for key advertisers

Across 2024–2026, Avatria supported more than 50 advertisers on CAPI, from quick troubleshooting to full end-to-end builds.

Impact on Pinterest’s conversion visibility objectives:

100% of Avatria led implementations achieved a passing EQS, improving the volume and quality of conversion signals feeding Pinterest’s optimization systems and contributing to a higher share of lower-funnel revenue with healthy EQS.
Advertisers migrated from fragile, pixel-only setups to modern, server-side or cloud-based implementations that align with Pinterest’s conversion visibility roadmap.
Feedback from these integrations enabled Pinterest to refine CAPI templates, UI, and documentation, making it easier for all advertisers, not just those in the program, to adopt CAPI and improve signal quality.

Together, these outcomes move Pinterest closer to its north star of holistic conversion visibility across web and app, which is a core pillar of its measurement strategy.

OUR ROLE

How Avatria advanced Pinterest’s Signal Goals

Standardized CAPI delivery

To help Pinterest scale CAPI adoption efficiently, Avatria built a standard GTM server side template and automation for Pinterest tags, triggers, and variables.

This allowed Pinterest to:

Reduce implementation time per advertiser
Ensure new CAPI setups consistently reflected Pinterest’s tagging and EQS best practices
Unlock more high quality CAPI integrations within the fixed capacity of the conversion visibility program

In practice, this turned CAPI from a one off integration into a repeatable motion that supports Pinterest’s broader conversion visibility and EQS targets.

Audits and validation against EQS

Every engagement began with a Pinterest focused GTM audit, surfacing misfires, missing identifiers, or incomplete event coverage that limited Pinterest’s ability to measure performance accurately.

Avatria then validated client and server side tags against Pinterest’s EQS guidance before and after launch, confirming that signals met the thresholds needed for reliable reporting and optimization.

For Pinterest, this meant more complete, higher quality conversion data, fewer blind spots when evaluating performance, and a clearer path to scaled signal quality improvements across key accounts.

Faster time to signal for Pinterest

To keep Pinterest’s program moving quickly, Avatria created step-by-step infrastructure guides for GCP, AWS, and Azure, paired with working sessions to get advertisers live faster.

What might have taken weeks became a matter of hours. This enabled Pinterest to start receiving CAPI signals sooner, shorten the period where advertisers were exposed to measurement gaps, and accelerate progress toward conversion visibility targets across their book of business.

Feedback that shaped Pinterest’s CAPI experience

Because Avatria works closely with advertisers and internal teams, Pinterest uses the program as a feedback engine for CAPI. Avatria highlights friction points in CAPI documentation and implementation guides, client and server side tag templates, and business UI workflows for setup, EQS, and troubleshooting.

Pinterest uses this insight to refine its tools and resources, making it easier for all advertisers to adopt CAPI, improve EQS, and ultimately strengthen Pinterest’s conversion visibility story in the market.

Operationalizing CAPI for Pinterest

To support Pinterest’s ambition of increasing CAPI coverage and healthy Event Quality Scores across hundreds of accounts, Avatria built a reusable implementation framework. This includes audit templates, requirements documentation, test plans, and dashboards that Pinterest teams now rely on as part of their ongoing conversion visibility and EQS processes.

By funding Avatria as a specialized implementation partner, Pinterest transformed CAPI from a niche integration into a scalable driver of conversion visibility, healthy EQS, and long-term performance on the platform. As the ecosystem evolves, this partnership is one of the ways Pinterest is protecting measurement and unlocking more durable advertiser investment in Pinterest media.

Strengthening Pinterest’s CAPI enablement model

Avatria supported Pinterest’s broader CAPI strategy through internal training, mobile measurement platform (MMP) guidance, and biweekly advisory calls for account teams and advertisers.

These efforts helped Pinterest extend high-quality CAPI support across more of its advertiser base, strengthen web and app-based conversion measurement, and improve implementation consistency without requiring every advertiser to go through a dedicated project.

Advertisers Supported