Pinterest Ads conversion tracking for orthodontic practices

Specific to Pinterest × Orthodontics

Pinterest for orthodontists: parents planning around the school year

On Pinterest, an orthodontic practice sends the consultation request as a lead event through the Pinterest Conversions API from the server, keyed on the epik captured at landing, with the parent's hashed email where your policy allows. Starts usually land outside Pinterest's click window and are reported from the practice system.

Pinterest · Orthodontics · architecture

How Pinterest and orthodontic practices actually connect

1. 1

   The conversion in orthodontic practices

   The money event is a started treatment plan, valued at the whole contract. Sending the first payment makes a multi-year plan look like a small transaction and bidding will treat it as one.

2. 2

   Pinterest Ads needs a click to match

   An event name Pinterest recognizes, an event_id matched to the tag, a timestamp, hashed customer information, and the click identifier where you have it. Read the delivered and matched counts in Pinterest's reporting rather than assuming a 200 response means the event landed usefully.

3. 3

   The identifier: the epik click identifier

   Pinterest appends epik to your landing page URL and the tag stores it in the _epik cookie. It is a single parameter rather than Google's three, which makes capture simpler — but Pinterest traffic skews heavily to iOS and to saved Pins opened weeks after they were first seen, so the identifier frequently arrives on a visit that is nowhere near the conversion. Persist it server-side the moment you see it.

4. 4

   Where it gets sent from

   The practice management system — treatment plans started by start date, by type, at contract value, for the same window.

5. 5

   Deduplication and window

   Same shape as Meta: the browser tag and the Conversions API event must carry the same event_id for the same conversion, and the event name must match too. Send both without pairing them and every conversion counts twice. This is worth testing deliberately, because Pinterest volumes are often low enough that a doubling looks like a good week rather than a bug. Pinterest's attribution windows are configurable per campaign and separate the click path from the engagement and view paths, which is unusual. Confirm which window your reporting is set to before comparing anything, and verify the accepted event-freshness limit for server events against Pinterest's current documentation.