What is the _epik cookie?
_epik is an HTTP cookie set by Pinterest (Pinterest, Inc.), used by its advertising network and the Pinterest Tag conversion pixel. It appears on a website when that site includes the Pinterest Tag script, a "Pin" button, a Pinterest widget, or a Pinterest ad.
The cookie is typically set on the visited site's own domain (a first-party cookie, placed via the Pinterest script) rather than directly by pinterest.com, which lets it function even without direct interaction with the Pinterest platform.
What data it stores
_epik stores a unique, pseudo-randomly generated identifier that Pinterest uses to recognize the visitor's browser on later visits. The exact value format may vary and is not documented in detail publicly by Pinterest.
Data collected through this identifier (pages viewed, conversion events, interactions with Pinterest content) is sent to Pinterest's servers, where it is linked to the user's advertising profile.
What it is used for
For Pinterest, the cookie is used to measure conversions generated by ad campaigns, build retargeting audiences, and optimize ad delivery across the Pinterest platform.
For the site owner, this cookie enables reporting on the effectiveness of Pinterest Ads campaigns (e.g., sales attributed to ads) and the creation of custom audiences based on site visitors.
Does it require consent?
_epik is classified as a marketing cookie (advertising/tracking). Under the ePrivacy Directive (as implemented in EU member states) and GDPR, this type of cookie requires the visitor's explicit, prior consent before being set.
- The Pinterest Tag script should not load until consent for the marketing category has been given.
- The cookie must be disclosed in the site's cookie policy, including provider, purpose, and duration.
- Refusing consent must not block access to the site's content.
How to block or delete _epik
A visitor can delete or block _epik through browser cookie settings (per-site cookie management) or by using ad-tracking blocker extensions. Deleting it does not affect site functionality, only Pinterest ad personalization.
For site owners, blocking should happen at the technical level, not just in a policy document: a consent platform like CookieFix can automatically stop the Pinterest Tag script from loading until the visitor explicitly accepts the marketing category, preventing the cookie from being set without a legal basis.
Frequently asked questions
It's a marketing cookie set by Pinterest to track visitors and measure conversions generated by Pinterest ads.
Typically 1 year, though the exact duration can vary depending on implementation.
Yes, as a marketing cookie it requires prior consent under GDPR and the ePrivacy rules before it can be set.
Visitors can block it through browser settings, and site owners can use a CMP that stops the Pinterest Tag script from loading until consent is given.