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Audience Sync to Pinterest

Using the Braze Audience Sync to Pinterest, brands can elect to add user data from their own Braze integration to Pinterest Audiences to deliver advertisements based on behavioral triggers, segmentation, and more. Any criteria you’d normally use to trigger a message (push, email, SMS, webhook, etc.) in a Braze Canvas based upon your user data can now be used to trigger an ad to that user in your Pinterest Audiences.

Common use cases for audience syncing include:

  • Targeting high-value users via multiple channels to drive purchases or engagement
  • Retargeting users who are less responsive to other marketing channels
  • Creating suppression audiences to prevent users from receiving advertisements when they’re already loyal consumers of your brand
  • Creating Actalike Audiences to acquire new users more efficiently

This feature allows brands to control what specific first-party data is shared with Pinterest. At Braze, the integrations you can and cannot share your first-party data with are given the utmost consideration. For more information, refer to our privacy policy.

Prerequisites

You must ensure the following items are created, completed, and/or accepted before setting up your Pinterest Audience Step in Canvas.

Requirement Origin Description
Pinterest Business Hub Pinterest A centralized tool to manage your brand’s Pinterest assets (such as ad accounts, pages, apps).
Pinterest ad account Pinterest An active Pinterest ad account tied to your brand’s Pinterest Business Hub.

Ensure that your Pinterest Business Hub admin has granted you admin permissions to the Pinterest ad accounts you plan to use with Braze.
Pinterest terms & policies Pinterest Agree to comply with any of Pinterest’s required terms, policies, guidelines, and documentation related to your use of the Pinterest Audience Sync, including any terms, policies, guidelines, and documentation incorporated by reference therein, which may include: the Terms of Service, Business Terms of Service, Privacy Policy, Developer and API Terms of Service, Ad Data Terms, Advertising Guidelines, Advertising Services Agreement, Community Guidelines, and Brand Guidelines.

Integration

Step 1: Connect to Pinterest

In the Braze dashboard, go to Partner Integrations > Technology Partners and select Pinterest. In the Pinterest Audience Export module, click Connect Pinterest.

Pinterest technology page in Braze that includes an Overview module and Pinterest Audience Sync module with the Connected Pinterest button.

You’ll then be redirected to the Pinterest OAuth page to authorize Braze for Ad Account Management and Audience Management.

Once you have selected confirm, you’ll be redirected back into Braze to select which Pinterest ad accounts you wish to sync.

A list of available ad accounts you can connect to Pinterest.

Once successfully connected, you will be returned to the partner page, where you can view which accounts are connected and disconnect existing accounts.

An updated version of the Pinterest technology partners page showing the ad accounts successfully connected.

Your Pinterest connection will be applied at the Braze workspace level. If your Pinterest admin removes you from your Pinterest Business Hub or access to the connected Pinterest accounts, Braze will detect an invalid token. As a result, your active Canvases using Pinterest Audience components will show errors, and Braze will not be able to sync users.

Step 2: Add an Audience Sync Step with Pinterest

Add a component in your Canvas and select Audience Sync.

Step 3: Sync setup

Click on the Custom Audience button to open the component editor.

Select Pinterest as the desired Audience Sync partner.

Then select your desired Pinterest ad account. Under the Choose a New or Existing Audience dropdown, type in the name of a new or existing audience.

Create a New Audience
Enter a name for the new audience, select Add Users to Audience, and select which fields you would like to sync with Pinterest. Next, save your audience by clicking the Create Audience button at the bottom of the step editor.

Expanded view of the Custom Audience Canvas step. Here, the desired Ad account is selected, and a new audience is created.

Users will be notified at the top of the step editor if the audience is created successfully or if errors arise during this process. Users can also reference this audience for user removal later in the Canvas journey because the audience was created in draft mode.

An alert that appears after a new audience is created in the Canvas component.

When you launch a Canvas with a new audience, Braze syncs users in near real-time as they enter the Audience Sync step.

Sync with an Existing Audience
Braze also offers the ability to add users to existing Pinterest audiences to ensure that these audiences are up-to-date. To sync with an existing audience, type the existing audience name in the dropdown and add it to the audience. Braze will then add users in near real-time as they enter the Audience Sync step.

Expanded view of the Custom Audience Canvas step. Here, the desired Ad account and existing audience are selected.

Step 4: Launch Canvas

Once you have configured your Audience Sync to Pinterest, launch the Canvas! The new audience will be created, and users who flow through the Audience Sync step will be passed into this audience on Pinterest. If your Canvas contains subsequent components, your users will advance to the next step in their user journey.

You can view the audience on Pinterest by entering your ads manager account and selecting Audiences from the Ads dropdown. From the Audience page, you can see the size of each audience after it reaches ~100.

Audience details for a given Pinterest audience that includes audience name, audience ID, audience type, audience size.

User syncing and rate limit considerations

As users reach the Audience Sync step, Braze will sync these users in near real-time while respecting Pinterest’s Marketing API rate limits. In practice, Braze will try to batch and process as many users every 5 seconds before sending these users to Pinterest.

Pinterest’s Segment API rate limit states no more than seven queries per second per user and 1,900 users per request. If a Braze customer reaches this rate limit, Braze the Canvas will retry the sync for up to ~13 hours. If the sync is not possible, these users are listed under the Users Errored metric.

Understanding analytics

The following table includes metrics and descriptions to help you better understand analytics from your Audience Sync component.

Metric Description
Entered Number of users who entered this component to be synced to Pinterest.
Proceeded to Next Step How many users advanced to the next component if there is one? All users will auto-advance if this is the last step in the Canvas branch.
Users Synced Number of users who have successfully been synced to Pinterest.
Users Not Synced Number of users that have not been synced due to missing fields to match.
Users Pending Number of users currently being processed by Braze to sync into Pinterest.
Users Errored Number of users who were not synced to Pinterest due to an API error after about 13 hours of retries. Potential causes of errors can include an invalid Pinterest token or if the audience was deleted on Pinterest.
Exited Canvas Number of users who have exited the Canvas. This occurs when the last step in a Canvas is an Audience Sync component.

Troubleshooting

What should I do next if I receive an invalid token error?

You can simply disconnect and reconnect your Pinterest account on the Pinterest partner page. Ensure with your Pinterest Business Hub admin that you have the appropriate permissions to the ad account you wish to sync.

Why is my Canvas not allowed to launch?

Ensure your Pinterest account successfully connects to Braze on the Pinterest partner page. Make sure you have selected an ad account, entered a name for the new audience, and selected fields to match

How do I know if users have matched after passing users to Pinterest?

Pinterest does not provide this information for its own data privacy policies.

How long will it take for my audiences to populate in Pinterest?

The audience size will update within 24-48 hours on the Audiences page in Pinterest’s Ads Manager.

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