1.4% of online stores load the Pinterest tag on their homepage, fewer than one store in seventy, while 30.7% of the same stores run the Meta Pixel. For every store measuring Pinterest ads, 23 measure Meta ads.
Analysis of 3,911,812 online stores · the public HTTP Archive crawl of 15.5 million websites, September 2026
Key Findings
- 1.1.4% of online stores load the Pinterest tag on their homepage, 52,990 of 3.9 million stores.
- 2.The Meta Pixel is on 30.7% of online stores, 23 times as many as the Pinterest tag.
- 3.Online stores among the million most visited websites load the Pinterest tag 4.6% of the time, more than three times the rate across all online stores.
- 4.Shopify stores load the Pinterest tag 0.86% of the time, below the 1.35% rate across all online stores, even though 61% of Shopify stores run the Meta Pixel.
- 5.The Pinterest tag is on 0.49% of all websites, fewer than the TikTok, X (Twitter) and LinkedIn ad tags.
Summary
A home decor store notices that a lot of its traffic arrives from Pinterest, where people save pictures of rooms and products they want to buy later. It runs a few Pinterest ads, but without the Pinterest tag on its site it has no way to see which of those visitors bought anything, and Pinterest cannot find more shoppers like them. Most stores are in that position.
The Pinterest tag is a snippet of code from Pinterest that reports visits, add-to-carts and purchases from Pinterest ads back to the platform. It lets a store measure what its ads sell and build audiences from its own visitors, the same job the Meta Pixel does for Facebook and Instagram. Whether a store installs it shows whether Pinterest is part of its advertising.
For almost all stores it is not. 1.4% of online stores load the Pinterest tag, fewer than one in seventy, against 30.7% that run the Meta Pixel, 23 times as many. The stores that do track Pinterest are mostly larger ones: among stores in the million most visited websites, 4.6% load the tag.
What we measured
We used the public HTTP Archive crawl of September 2026, which loads the homepages of 15.5 million websites on a mobile device and records the software each one uses. Of those, 3,911,812 are online stores, websites running store platform or shopping-cart software, and 729,553 of them run on Shopify. We counted the stores that load the Pinterest tag and compared them with the Meta Pixel on the same stores.
We also split the results by popularity, using Google's Chrome UX Report, which ranks websites by real Chrome traffic, by website type and by country domain. B2B websites are those running a business-to-business marketing or sales tool such as HubSpot or Marketo.
Fewer than one online store in seventy tracks Pinterest ads
That is 52,990 stores out of 3,911,812. The Meta Pixel is on 30.7% of the same stores, 23 times as many. Pinterest is built around products and visual inspiration, and its users often search with a purchase in mind, yet the stores selling those products rarely measure Pinterest ads on their own sites.
The gap says less about Pinterest's audience than about how stores set up advertising. Most start with Meta and stop there, so a store that adds Pinterest is doing something few competitors do.
Bigger stores are more likely to track Pinterest
Among online stores in the million most visited websites, 4.6% load the Pinterest tag, more than three times the rate across all stores. Across all websites, the tag peaks at 2.7% among sites ranked 1,000 to 10,000 by traffic and falls to 0.29% outside the top 10 million.
Source: Suff Digital analysis of 3,911,812 online stores · the public HTTP Archive crawl of 15.5 million websites, September 2026
| Popularity (all websites) | Websites | With Pinterest tag |
|---|---|---|
| Top 1,000 | 754 | 1.19% |
| 1,000 to 10,000 | 6,746 | 2.70% |
| 10,000 to 100,000 | 67,308 | 2.31% |
| 100,000 to 1 million | 708,042 | 1.50% |
| 1 million to 10 million | 7,646,204 | 0.55% |
| Outside the top 10 million | 7,041,424 | 0.29% |
Larger retailers are more likely to spread budgets across several platforms and measure each one, while a small store usually puts its whole social budget into one platform, most often Meta.
Shopify stores trail the store average
Shopify stores load the Pinterest tag 0.86% of the time, below the 1.35% rate for all online stores, even though 61% of them run the Meta Pixel. Shopify stores install Meta tracking far more readily than Pinterest tracking. B2B websites load the Pinterest tag 1.05% of the time and WordPress websites 0.42%.
Source: Suff Digital analysis of 3,911,812 online stores · the public HTTP Archive crawl of 15.5 million websites, September 2026
| Website type or country | Websites | With Pinterest tag |
|---|---|---|
| Online stores | 3,911,812 | 1.35% |
| B2B websites | 494,111 | 1.05% |
| Shopify stores | 729,553 | 0.86% |
| WordPress websites | 4,945,342 | 0.42% |
| Australian domains | 183,104 | 0.80% |
| Canadian domains | 140,815 | 0.69% |
| UK domains | 326,939 | 0.51% |
| .us domains | 24,234 | 0.51% |
| EU country domains | 2,845,274 | 0.42% |
| German domains | 554,459 | 0.29% |
No country domain reaches 1%. Australian websites are highest at 0.80% and German websites lowest at 0.29%.
Pinterest is a small footprint with room to grow
Across all 15.5 million websites, the Pinterest tag is on 0.49%, fewer than the TikTok, X (Twitter) and LinkedIn ad tags and ahead of only the Reddit and Snap pixels. Fewer than one store in seventy tracks it, which leaves room for early adopters.
What this means for online stores
If your products are visual, such as home decor, fashion, beauty, food or gifts, and Pinterest already sends you traffic, install the Pinterest tag and test ads there. With 1.4% of stores tracking Pinterest against 30.7% tracking Meta, you compete with far fewer advertisers who are feeding the platform purchase data.
Set the tag up properly from the start: fire events for page views, add-to-cart and checkout, connect your product catalog, and add Pinterest's server-side Conversions API so purchases still count when a browser blocks the tag. Then judge Pinterest on cost per sale against Meta, giving it long enough to learn, since people often save a product on Pinterest well before they buy it.
Suff Digital's pinterest ads agency team sets up Pinterest tracking and catalog campaigns for online stores.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/pinterest-tag-online-stores">1.4% of Online Stores Run the Pinterest Tag vs 30.7% for the Meta Pixel - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). 1.4% of Online Stores Run the Pinterest Tag vs 30.7% for the Meta Pixel. https://www.suffdigital.com/resources/data-studies/pinterest-tag-online-stores
1.4% of Online Stores Run the Pinterest Tag vs 30.7% for the Meta Pixel - Suff Digital - https://www.suffdigital.com/resources/data-studies/pinterest-tag-online-stores
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