Pinterest campaign configuration

At a glance: Pinterest, an AppsFlyer integrated partner, is one of the top contributors of traffic for bloggers and brands. Pinterest offers both click-based and view-through mobile attribution. In addition, Pinterest also offers click-based retargeting which you can record with AppsFlyer.


  • Effective June 2021, Pinterest is no longer running CPI campaigns. As a result, AppsFlyer doesn't send install postbacks to Pinterest.
  • After accepting Pinterest Ad Terms, accept Pinterest Mobile Measurement Terms & Conditions here.
  • Pinterest requires attribution providers to delete its user-level data 6 months after the install. This means that the events performed by these users 6 months after they install the app are counted as organic.
    Past aggregate data remains the same.

Setting up Pinterest

Go to the dashboard of your app and click on Integrated Partners on the left bar.

Enter "Pinterest" in the search field and click on its logo to open Pinterest's configuration window.

Pinterest's configuration window includes 4 active tabs: Integration, Attribution link, Cost, and Permissions. Click on the items below to read about the tabs setup.

For a detailed description of the Partner Configuration Window Header, click here.

Integration tab

Activate partner

On the first visit, you will need to turn on the Activate Partner button to enable setup of the integration tab's parameters. The toggle must be on for as long as you work with the partner.
For more details about partner activation click here.

General settings

The following are the general settings for the integration tab of Pinterest.

Enable View-Through attribution

Turn this on if you want to attribute view-through installs from Pinterest. The view-through lookback slider is available on the attribution link tab (described below).

In-app events settings

In this section, you can map your AppsFlyer events with Pinterest via postbacks.

Tag ID

To be able to send in-app event postbacks to Pinterest, you must enter a Tag ID. If you don't have a Tag ID, get it from Pinterest.

In your Pinterest Business Account,

  1. Go to Ads > Conversions.
  2. In the Conversions page, copy the Tag ID.
    Click Create Tag if you don't have a tag yet, and complete the creation process. Copy the new tag.

Note: Tag ID is required for event postbacks only.

  1. Set the Pinterest Tag ID here.
  2. Turn In-App Event Postbacks on.
  3. Select the Sending Option for all SDK-defined events.
    - Only events attributed to this partner for events coming only from users attributed to this partner
    - Events attributed to any partner or organic to have your entire user base available to be reported to the partner
  4. Click Add Event to add an SDK Event to the list
  5. Fill in the following parameters:
Parameter Name Description
SDK Event Name The name of the event, as received by AppsFlyer either from the SDK integrated with your app, or from server to server events.
Tip - If you don't see the event you want in the list, make sure to activate the event on a device with a non-organic installation and recheck.
Partner Event Identifier The unique name or ID of each event as defined on Pinterest's side.
Obtain the corresponding Event ID from Pinterest and set in the text field.
Send Revenue When unchecked - AppsFlyer sends all the parameters of the rich in-app event to the partner, except for the revenue parameter, which is contained in the af_revenue parameter.
When checked - AppsFlyer sends all the parameters including the revenue value (if it exists in the event).

Attribution link tab

In this tab, you can create the attribution links you want to send to Pinterest for attributing Pinterest's campaigns, ad sets, or even single ads.

This tab is divided into different sections:

Attribution link parameters

In this section, select which parameters you want to add to the attribution link.

Adding parameters to the attribution link here enables you to later perform thorough drill-down analyses. Parameters that are already defined on the attribution link can be edited by adding them and their new values here.

  • Campaign - add it to compare different campaigns running with Pinterest.
    Attribution link parameter: c
  • Adset - set ad set names to compare different ad sets within specific Pinterest campaigns.
    Attribution link parameter: af_adset
  • Ad Name - set ad set names to compare different creatives within specific ad sets within specific campaigns Pinterest.
    Attribution link parameter: af_ad
  • Site ID and Sub Site ID - set Site ID parameter to attribute installs to specific publishers. If many publishers exist, we advise on limiting the number of used site IDs and using the sub site ID parameter, to avoid exceeding the site ID limitations.
    Attribution link parameters: af_siteid and af_sub_siteid
  • Subscriber Parameters - use any of the 5 subscriber parameters to insert useful values. Note that these parameters get parsed and appear in the raw data report, which makes them very handy for performing data aggregation or filtering.
    Attribution link parameters: af_sub1, af_sub2, af_sub3, af_sub4, af_sub5

Retargeting settings

Add any other parameter to the attribution link simply by typing it in a new parameter box. For more information about AppsFlyer Attribution Link Structure and Parameters.

When enabled, AppsFlyer recognizes a link as a retargeting attribution link, instead of a user acquisition link, by adding the &is_retargeting=true to the click recording link. Note that retargeting is currently only supported for click-through and not view-through attribution.
Attribution link parameter: is_retargeting.

The following setup below is displayed when retargeting is enabled.


Attribution link

Pinterest advises using OS-specific attribution links for retargeting campaigns. Select the Use a standard attribution link option and add the necessary parameters to the retargeting attribution link.

Deep Link URL


Deep linking from within a pin will work correctly only when your app is allowlisted by Pinterest.
Contact your Pinterest representative or email to be allowlisted for deep linking. 

Use this field if the link is meant to deep link users to any specific activity within your app.

Attribution link parameter: af_dp
You can find more information about AppsFlyer Deep Linking solution in this guide.

Re-engagement Window

Set the time period following the re-engagement, where the user's in-app events are attributed to the retargeting media source. You can set the value in days (1-90), hours (up to 23), or even lifetime.

Attribution link parameter: af_reengagement_window

Click-through attribution

This slider allows you to set the maximum time from click to install. Only installs (first launches) that take place within the lookback window may be attributed to Pinterest.

Attribution link parameter: af_click_lookback

More details about the click lookback window here.

Click attribution link

This is the attribution link that contains all the setup information you have set for it. Send it to Pinterest to be activated when leads click on a corresponding ad.

View-through attribution lookback window

This slider allows you to set the maximum time from impression to install. Only installs (first launches) that take place within this lookback window, following an ad impression, are attributed to Pinterest, providing there was no other relevant ad click.

You can customize this value to 1-23 hours or 1-7 days.

Attribution link parameter: af_viewthrough_lookback

More details about the view-through attribution here.

Impressions attribution link

The impression attribution link contains similar attribution data to the click recording link (besides the different lookback window). Send it to Pinterest to be activated when a corresponding ad is watched, usually for 1 second or more.

Cost tab

Enabling and testing Pinterest integration

AppsFlyer gets cost details by API. See the ad network cost integration table for full details on the supported dimensions, metrics, and features. Note: Cost data requires an Xpend subscription.

To enable the cost API:

Cost data sync status

View your cost API status and the last time AppsFlyer managed to pull matching cost data in either the cost (and ad revenue) integration status dashboard, or in the individual ad network dashboard. 

Stop Pinterest cost sync

To delete a connected account:


Once you set Pinterest's cost, do not change the name of any running campaign, ad set, or single ad, nor use dynamic macros with the campaign name parameter, as they may cause serious discrepancies or missing cost data.

Ad revenue tab

Ad Revenue data is not supported by this partner.

Permissions tab

In this tab, you can select the permissions to grant Pinterest. Note that even if attribution is disabled for Pinterest, the permissions tab is active and you can grant control to Pinterest.

Learn more about the permissions you can grant Pinterest.


  • Cost tab error message: No matching data means that the Pinterest account that you connected to AppsFlyer is not the correct Pinterest account. No data was found that matches the app. You should log in to Pinterest with different credentials. 
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