FlowConsent
How it worksPricingComparisonsBlogDocumentationLog inTry FlowConsent
Try FlowConsent
Advertising

Pinterest Ads

MarketingOfficial website

Pinterest Ads uses the Pinterest Tag, a conversion pixel that sets cookies to measure conversions and build audiences for retargeting. It tracks actions such as page views, add to cart, and purchases, then matches them to Pinterest accounts for ad targeting. Data is processed by Pinterest, Inc. in the United States. As a marketing technology it requires prior, opt in consent under the GDPR and the ePrivacy Directive.

Block Pinterest Ads until consentScan my site
Overview

What does Pinterest Ads do?

What Pinterest Ads is

Pinterest Ads is the advertising platform of Pinterest, and on your website it is implemented through the Pinterest Tag, a JavaScript conversion pixel. The tag records visitor actions such as page views, searches, sign ups, add to cart events, and purchases. These events are sent to Pinterest so advertisers can measure campaign performance, optimise bidding, and build audiences. The data also powers retargeting, where visitors who interacted with your site are shown related ads on Pinterest.

What data and cookies it collects

The Pinterest Tag sets cookies such as _pinterest_ct_ua and _pinterest_ct for user matching, _pin_unauth which groups actions for unauthenticated users, _epik which stores a click identifier, and _routing_id for the session. Alongside these cookies Pinterest processes IP addresses, browser and device information, the pages and events triggered, and, where available, hashed identifiers used to match visitors to Pinterest accounts. The combination supports conversion measurement and the building of targeting audiences.

GDPR and ePrivacy implications

Because the cookies are written to and read from the visitor terminal for advertising rather than strictly necessary purposes, Article 5(3) of the ePrivacy Directive requires prior consent. The matching of behaviour to Pinterest accounts and the building of audiences make this personal data under the GDPR, and the profiling involved raises the sensitivity of the processing. A lawful basis, transparency, and a record of processing activities are therefore required.

Consent requirements

As an advertising and retargeting technology, the Pinterest Tag must not load before the visitor has actively accepted the marketing or advertising category in your consent banner. Legitimate interest is not available as a basis for this processing because consent is required both to place the cookies and for behavioural advertising. Pre ticked boxes, implied consent, and cookie walls do not meet the standard. Even the server side Conversions API still relies on user data and requires the same consent.

Data transfers and practical compliance steps

Pinterest processes data in the United States, so you must document the transfer under the EU US Data Privacy Framework and the Standard Contractual Clauses and accept the Pinterest advertising and data processing terms. In practice, gate the Pinterest Tag behind your consent management platform so it fires only after marketing consent, list each cookie and its duration in your cookie policy, and configure consent signals for both the browser tag and the Conversions API. Review the audiences you build and keep retention to what the campaign needs.

Compliance

Pinterest Ads and the GDPR

Pinterest Ads is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent (Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy Directive)
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, EU US Data Privacy Framework

Impact assessment (DPIA)

Pinterest Ads builds advertising audiences and matches website behaviour to Pinterest accounts for retargeting, sets persistent matching cookies such as _pinterest_ct and _epik for around one year, and transfers data to the United States. A DPIA is strongly advised because the processing involves systematic behavioural profiling for advertising on a large scale. It should assess the audiences created, the matching to identifiable accounts, the international transfer, and retention, with mitigations such as strict consent gating, limiting events sent, and short audience retention.

Sample text for your banner

We use Pinterest Ads to measure the performance of our advertising and to show you relevant ads on Pinterest. The Pinterest Tag places cookies on your device to record actions such as purchases and to match them with your Pinterest account for targeting. These cookies load only after you accept the marketing category, and the data may be processed in the United States. You can withdraw your consent at any time through our cookie settings.
Cookies and trackers

What Pinterest Ads sets and contacts

Tracking method
Pinterest Tag (conversion pixel) with cookies
Server location
United States
Data transferred outside the EU
Data is processed by Pinterest, Inc. on infrastructure located in the United States. Transfers rely on the EU US Data Privacy Framework and Standard Contractual Clauses.

Cookies set (5)

NameTypeDurationPurpose
_pinterest_ct_uamarketing1 yearUsed by Pinterest to match website visitors with Pinterest accounts and to attribute conversions for advertising measurement and audience building.
_pinterest_ctmarketing1 yearStores user matching information used by the Pinterest Tag to associate actions on the site with a Pinterest user for conversion tracking and retargeting.
_pin_unauthmarketing1 yearGroups actions performed by users who are not signed in to Pinterest so that their behaviour can be measured and used for advertising.
_epikmarketing1 yearStores a click identifier (the Enhanced Match identifier) used to attribute conversions to Pinterest ad clicks and to support enhanced matching.
_routing_idmarketingSessionA short lived routing cookie used by Pinterest infrastructure to direct requests during the visitor session.

Third-party domains contacted (4)

  • ct.pinterest.com
  • s.pinimg.com
  • log.pinterest.com
  • ads.pinterest.com
Questions

Frequently asked questions about Pinterest Ads

Can't find your question? Write to us, we answer fast.

Which cookies does the Pinterest Tag set?

The Pinterest Tag sets cookies such as _pinterest_ct_ua and _pinterest_ct for user matching, _pin_unauth which groups actions for unauthenticated users, and _epik which stores a click identifier, each lasting about one year, plus _routing_id for the session. Together they support conversion measurement and the building of advertising audiences.

Do I need consent to use Pinterest Ads?

Yes. The Pinterest Tag is an advertising technology, so under Article 5(3) of the ePrivacy Directive and the GDPR you must obtain prior, opt in consent before it loads. The tag must stay blocked until the visitor accepts the marketing category in your consent banner.

What is the legal basis for Pinterest Ads?

The lawful basis is consent under Article 6(1)(a) of the GDPR and Article 5(3) of the ePrivacy Directive. Legitimate interest is not available because the processing is for behavioural advertising and retargeting, where consent is required both to place the cookies and to profile visitors.

Does Pinterest Ads transfer data to the United States?

Yes. Pinterest, Inc. processes the data on infrastructure in the United States. Transfers are covered by the EU US Data Privacy Framework and Standard Contractual Clauses, which you should reference in your privacy notice alongside the categories of data shared.

Do I need a DPIA for Pinterest Ads?

A DPIA is strongly advised. Pinterest Ads carries out systematic behavioural profiling for advertising, often on a large scale, and transfers data internationally, which are factors that point towards high risk. Document the audiences, the matching to identifiable accounts, the transfer, and retention, with mitigations such as strict consent gating.

How do I implement Pinterest Ads in a compliant way?

Load the Pinterest Tag only after the visitor accepts the marketing category in your consent management platform, and pass consent signals to both the browser tag and the Conversions API. Accept the Pinterest data processing terms, list the cookies in your cookie policy, limit the events you send, and keep audience retention short.

Are there alternatives to Pinterest Ads?

For measurement without advertising profiles you can rely on privacy focused analytics such as Matomo or Plausible, but these do not reach Pinterest audiences. For advertising itself, contextual targeting that does not rely on cross site tracking, or aggregated conversion reporting, reduces the privacy footprint while keeping campaigns measurable.

How do I update my cookie policy for Pinterest Ads?

List each Pinterest cookie, its purpose, and its duration, name Pinterest, Inc. as a recipient, classify the cookies as marketing, and disclose the transfer to the United States. Keep the entries in sync with a regular cookie scan so that new or renamed Pinterest cookies are reflected accurately.

Same category

More services: Advertising

See the whole category

Mega

Mega is an AI-powered platform that leverages artificial intelligence and machine learning to help businesses automate processes, generate insights, and enhance digital experiences. It provides intelligent automation, natural language processing, and predictive analytics. Mega integrates with existing workflows and tools to deliver AI-driven optimization across marketing, customer service, and operations. With scalable infrastructure, Mega makes advanced AI accessible to all teams.

Marketing

TrafficStars

TrafficStars is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. TrafficStars enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. With automation features and data-driven optimization, TrafficStars empowers marketing teams to achieve measurable growth.

Marketing

Uzerly

Uzerly is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. Uzerly supports custom event tracking, audience segmentation, and automated reporting. With intuitive dashboards and visualization tools, Uzerly enables informed decisions that improve experience and drive results.

Analytics

Roas Funnels

Roas Funnels is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. Roas Funnels provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, Roas Funnels helps deliver the right message to the right audience at the right time.

Marketing

Najva

Najva is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. Najva enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. With automation features and data-driven optimization, Najva empowers marketing teams to achieve measurable growth.

Marketing

Connexity

Connexity is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. Connexity enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. With automation features and data-driven optimization, Connexity empowers marketing teams to achieve measurable growth.

Marketing

Make your site compliant today.

Free up to 25,000 sessions a month. No credit card, no commitment.

Create my bannerScan my site