pinterest ads certification
For advertisers running app campaigns, which combination of tools is recommended to maximize performance and gain insights into user actions like app installs and in-app purchases?
Correct: Conversions API and Mobile Measurement Partner (MMP)
For advertisers focused on mobile app campaigns, the technical ecosystem differs from web-based tracking. To effectively track app-specific events like installs, sign-ups, and in-app purchases, Pinterest recommends a specialized combination of server-side tools. Mobile Measurement Partner (MMP): An MMP (such as AppsFlyer, Adjust, or Kochava) is a third-party platform that specializes in attributing app installs and post-install events to specific marketing channels. Because mobile operating systems (iOS and Android) have strict privacy frameworks, an MMP acts as the primary "source of truth" for mobile app performance. Conversions API (CAPI): While the MMP tracks the data, the Conversions API serves as the secure, server-to-server bridge that sends this data back to Pinterest. This allows Pinterest’s algorithm to receive real-time signals about who is actually downloading and buying within your app, enabling it to optimize your bids and targeting.

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