Pinterest Enhanced Match Setup: Hashed Emails When the Cookie Is Gone

Pinterest Enhanced Match is an optional addition to the Pinterest tag that matches conversion data with the person responsible for the conversion: it sends hashed email addresses to Pinterest so site events can be matched when no Pinterest cookie is present. Pinterest attaches a second capability that cookie-based matching cannot deliver at all - cross-device checkout tracking, where the person researching on one device buys from another.

What Enhanced Match Adds

Pinterest's own description is precise: enhanced match matches conversion data with the person responsible, sends hashed email addresses, and makes cross-device checkouts trackable that cannot be done otherwise. The practical effect shows in Ads Manager - more conversions attributed accurately, because events that used to die with the missing cookie now carry a stable identifier. The metric that moves is the same one server-side payloads optimize: match rate.

How to Enroll and Enable It

The enrollment path runs through the business account:

1. Open Manage business and select Conversions.
2. Click Event quality on the left.
3. Click Show more product features.
4. Click Enroll this feature next to Enhanced match. The code side is a single change - the em parameter inside the tag's load call:

pintrk('load', '<YOUR_TAG_ID>', {
  em: '<EMAIL_ADDRESS>',
});
pintrk('page');

Pinterest notes that event codes need no modification - the email travels with the base code, hashed before it leaves the browser. The hashing discipline is the same family the server side follows, and per-platform differences are collected in CAPI user data hashing and normalization.

How It Complements the Conversions API

Together they cover the whole funnel: browser events gain identity without a cookie, server events keep the identity they were built with, and Pinterest's matching sees the same hashed email from both sides. The identifier taxonomy behind this is in match keys, and the delivery-layer alternative - letting an automation fill the payload - is what MOST does for Pinterest alongside five other networks; single manual tests run through Pixel Activator. The cluster map is in the complete guide.

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