The Complete List of Pinoculars Events & Subkeys

Here’s a list of ALL the events and subkeys available for audience creation. This list is for both WordPress and Shopify. Features that only apply to one or the other are marked off. Not sure how to use these? Check out our guide on audience creation.

Available Events

AddToCart

This records when products are added to the cart. On WordPress, the data is sent to Pinterest in batches when visitors go to your cart or checkout page. On Shopify, the data is sent immediately when a user adds a new item to their cart.

Available Subkeys:

  • value – This is the total value of the items in your customer’s cart
  • order_quantity – This is the total number of products in your customer’s cart
  • product_ids – This contains all of the product IDs in your customer’s cart. They are stored in a text string, separated by commas. Example: “18923 , 64728 , 05839, 10384”
  • product_names – This contains all of the names of the products in your customer’s cart. The names have spaces replaced with underscores and double quotes preceded by backslashes. For example: Jame’s Cool Mug becomes Jame’s_Cool_Mug , Big Poster becomes Big_Poster , Pretty “Real” Diamond Necklace becomes Pretty_\”Real\”_Diamond_Necklace
  • line_items – This contains the complete details of items in your customer’s cart. NOTE: You can not use these to make audiences. Pinterest’s documentation is incorrect. Use product_ids or product_names instead.

Checkout

This records when products are purchased by a customer. On WordPress, the data is sent to Pinterest once a user reaches the Thank You page. On Shopify, the data is sent from the Thank You page after your customer completes Shopify’s checkout process.

Available Subkeys:

  • value – This is the total value of the items your customer bought
  • order_quantity – This is the total number of products your customer bought
  • product_ids – This contains all of the product IDs of the products your customer bought. They are stored in a text string, separated by commas. Example: “18923 , 64728 , 05839, 10384”
  • product_names – This contains all of the names of the products in your customer’s cart. The names have spaces replaced with underscores and double quotes preceded by backslashes. For example: Jame’s Cool Mug becomes Jame’s_Cool_Mug , Big Poster becomes Big_Poster , Pretty “Real” Diamond Necklace becomes Pretty_\”Real\”_Diamond_Necklace
  • line_items – This contains the complete details of items in that your customer bought. NOTE: You can not use these to make audiences. Pinterest’s documentation is incorrect. Use product_ids or product_names instead.
    • product_name – The name of the product with spaces replaced with underscores and quotation marks preceded by backslashes
    • product_id – The ID of the product. Here’s how to find it for WordPress and how to find it for Shopify.
    • product_variant_id | WORDPRESS ONLY – The variation ID of the product. Here’s how to find it for WooCommerce and find it for Easy Digital Downloads.
    • product_price – The price of your product
    • product_quantity – The number of this product in the customer’s cart

This records the search queries that your customers make. The data is sent on the search result page for both WordPress and Shopify.

Available Subkeys:

  • search_query – The text in your customer’s search. Kept in the original form. If making audiences, please use ‘Contains’ instead of ‘Equals’ with the words you want to target. Pinterest does not allow spaces when defining subkey values.

PageVisit

This is a general event. It is sent on all webpages.

Please note the subkeys for PageVisit are not plural. product_id, not product_ids. product_name, not product_names

Available Subkeys:

  • product_id | SHOPIFY ONLY – This is sent only on product pages. It is the product id of the visited product. Please note, this is not the variation id, but the product id.
  • product_name | SHOPIFY ONLY – This is sent only on product pages. This contains the name of the first variant of the viewed product. The name has spaces replaced with underscores and double quotes preceded by backslashes. For example: Jame’s Cool Mug becomes Jame’s_Cool_Mug , Big Poster becomes Big_Poster , Pretty “Real” Diamond Necklace becomes Pretty_\”Real\”_Diamond_Necklace

Leads  | WORDPRESS ONLY

This is recorded when a page you defined as a lead page is visited. The data is sent immediately on the visitor coming to your page. Here’s a guide we made on how to track leads.

Available Subkeys:

  • lead_type – Pinoculars will attempt to get this value from 3 sources. First, Pinoculars will check for the ‘ref’ parameter in your page link and store that value. If that doesn’t exist, Pinoculars will check for the ‘utm_campaign’ parameter in the page link and store that value. Finally, if those don’t exist, Pinoculars will attempt to get the full URL of the referring page. For example:
    • If a visitor clicks  ‘www.example.com/page?ref=facebook’, Pinoculars will store ‘facebook’ as the lead_type
    • If a visitor clicks ‘www.example.com/page?utm_campiagn=twitter’, Pinoculars will store ‘twitter’ as the lead_type
    • If a visitor clicks ‘www.example.com/page’ and they found the link on https://www.pinterest.com Pinoculars will store ‘https://www.pinterest.com’ as the lead_type

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