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Quick Summary
  • Sign in to Pinterest Business
  • Open Manage business → Conversions
  • Under Conversion API, click Set up API
  • Click Generate new token and copy the token (it starts with pina_)
  • Store the token securely — you will paste it into the Pinterest destination form in your Upstack dashboard

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What is a Pinterest Conversion API key (access token)?

A Pinterest Conversion API key (access token) is a secure credential that lets your server send conversion events, like purchases or sign-ups, directly to Pinterest. It improves tracking accuracy, attribution, and data security compared to the standard Pixel. The token starts with pina_ and is roughly 90+ characters long (for example, pina_AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA).

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Prerequisites

Before you start, you need:
  • Admin access to your Pinterest Business account
  • At least one Pinterest ad account associated with your business
  • A secure place to store the generated token (Pinterest only displays it once)

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Steps to Generate the Conversion API Key

1

Sign in to Pinterest Business

Sign in to Pinterest Business.
2

Open the Conversions API setup

In the top-left of the page, click the Menu icon (three horizontal lines).Under Manage business, select Conversions.Under Conversion API, click Set up API.
3

Generate the conversion access token

Scroll to the Generate conversion access token section, then click Generate new token.
4

Copy and save your Conversion API key

The generated token is your Pinterest Conversion API key. It starts with pina_.Copy the generated token and store it securely. You will paste this token into the Pinterest destination form in your Upstack dashboard.
Pinterest does not store personal tokens — copy it now and save it to a secure location such as a password manager. The same token can be reused across multiple ad accounts under your user ID.
The generated token starts with pina_
5

Verify the token format

Confirm the value you copied starts with pina_ and contains no extra spaces. You can paste it into the Conversion API key field when configuring the Pinterest destination in your Upstack dashboard.
Need help finding these?How to Find Pinterest Pixel Tag ID →How to Find Pinterest Advertiser ID →