Overview
Triple Whale’s Sonar Optimize enhances your Pinterest advertising campaigns by sending enriched, first-party data back to Pinterest. By combining data from your website interactions and connected sources like Shopify, BigCommerce, or WooCommerce, Sonar provides Pinterest with a comprehensive view of your customers’ behaviors. This enriched data leads to more accurate in-platform reporting, improved campaign targeting, and boosted campaign performance.
How Sonar Optimize Works
The Triple Pixel captures every website interaction and conversion, utilizing advanced visitor recognition to connect user actions on your site. Sonar Optimize enriches these events with additional first-party data from your connected sources and transmits this data back to Pinterest via server-side APIs.
In cases where the Pinterest Tag has already captured the event, Triple Whale provides a deduplication key with each event, allowing Pinterest to combine its data with the enriched data from Triple Whale. The result is a more complete set of event and customer data that Pinterest can use to optimize your campaigns.
Configuring Sonar Optimize for Pinterest
Get Started
Begin your Sonar Optimize setup by enabling the following two Pixel components:
Theme App Embed
Web Pixel Extension (Shopify)*
*The web pixel extension is required in order to send checkout funnel events like “Initiate Checkout” or “Add Payment Info” for Shopify stores.
If you have an alternative Pixel installation (such as Headless), select that option to skip this step.
Connect Pinterest Ad Account
Use the integration tile to connect to your Pinterest Ad account through OAuth. Once connected, select the Pinterest Ad Account that you wish to connect with Sonar from the Ad account dropdown.
Preventing Event Duplication
Generally, Pinterest relies on receiving matching event_ids for client and server events in order to ensure proper event deduplication. Because Triple Whale does not manage your client-side Pinterest tag, Sonar is unable to send matching event_ids from your client-side tag.
To prevent sending duplicate events, you have a few options when configuring Sonar for Pinterest.
If you wish to send Sonar conversion data to your primary ad account:
Disable your existing client tag/CAPI source and rely on Sonar to provide your conversion data (ie. a server-only setup)
Otherwise, it is recommended that you create a new Pinterest Ad Account/Tag and connect Sonar with the new account.
This will ensure that Sonar data does not interfere with your existing conversion data from other sources.
Configure Which Data to Send to Pinterest
Sonar supports sending three types of data to Pinterest.
Standard Conversions
Standard conversions are the same conversions you already capture with your Pinterest tag and can be used as standard campaign objectives. Select which standard conversion events you’d like Triple Whale to send to Pinterest. For optimal results, we recommend sending all relevant conversion types back to Pinterest.
View-Through Matching Events
When you enable View-Through Matching, Sonar will send a special event with each order that allows Pinterest to match in-platform impressions with your orders. Enabling this feature will allow Triple Whale to receive view-through data from Pinterest for use in attribution.
Attribution Metadata
You can also pass Triple Whale-attributed orders back to Pinterest. This setting allows Triple Whale to send Pinterest data on how Triple Whale attributes your orders to allow Pinterest to better optimize towards your preferred attribution view in Triple Whale.
Excluding Events
By default, any order processed by your business will be sent to Pinterest to be used to measure and optimize your campaigns. However, there are certain types of orders that you may want to exclude, including orders placed through third party marketplaces, or offline orders that wouldn't typically include a web journey.
By default, Triple Whale excludes certain sales channels (typically channels that don’t have a Triple Pixel tracked customer journey) from the conversion events it transmits, such as:
Draft orders
Point of Sale (PoS) orders
Returns
Meta Shop orders
Shop App orders
You can also choose to exclude certain conversion events from being sent to Pinterest based on order tags and/or custom sales channels.
If you have other order sources that wouldn't typically include an attributable ad touchpoint, it is recommended you exclude them using a source or tag exclusion.
To exclude a custom sales channel:
Provide the channel name and the channel code.
If you’re unsure about your channel code, reach out to Triple Whale support.
Validate Setup
Once you’re satisfied with the configuration settings, click Save Configuration.
Although Triple Whale will automatically monitor and validate the setup for you, you can manually validate the setup in two ways:
Confirm Sonar Optimize is sending events:
In Sonar Settings, click View Details to access the Delivery Overview page.
Here, you’ll see a data table that displays the total number of enriched events, broken out by event type over the chosen time frame.
This overview tells you what data Triple Whale is broadcasting to Pinterest.
Confirm Pinterest is Receiving Events
Log in to your Pinterest Ads Manager
In the main menu, navigate to Manage Business > Conversions
Click on the Conversions API tab and confirm that you see events being received by Pinterest
By integrating Sonar Optimize with Pinterest, you ensure that your advertising campaigns are informed by enriched, first-party data, leading to more effective targeting and improved ROI.
If you need further assistance or have specific questions about the integration, feel free to ask!