What UTMs should I use for Pinterest?

Common defaults: utm_source=pinterest. Use utm_medium=social for organic, paid_social for ads, and paid_shopping for Shopping/catal og traffic. Keep naming consistent across campaigns.

Why does Pinterest traffic sometimes show as Direct in GA4?

Referrer data can be dropped when users copy links, pass through redirects, or open in certain in-app contexts. UTMs help because attribution can be derived from URL parameters even when referrer is missing.

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Pinterest UTM Builder

Generate clean Pinterest tracking URLs with presets for Organic Pins, Idea Pins, Ads (paid_social), and Shopping (paid_shopping). Built for GA4 reporting and consistent naming.

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Build a Pinterest tracking URL

Use presets, then tweak campaign/creative naming to match your GA4 taxonomy.

Organic

Organic Pin

Best for regular pins

Idea

Idea Pin

Story-style content

Ads

Paid Ad

Use paid_social

Shopping

Use paid_shopping

Destination URL required

Paste the landing page URL. Optional: remove existing UTMs automatically.

utm_campaign e.g. spring_2026

utm_content pin/creative ID

utm_source default: pinterest

utm_medium social / paid_social / paid_shopping

utm_term optional (keyword/audience)

Advanced options

Strip existing UTM parameters before building Enforce lowercase (recommended for GA4 consistency) Replace spaces/symbols with underscores Add ref=pinterest (optional)

Note: “ref” is not a UTM. Keep UTMs for GA4 rollups; add extra parameters only if you know you need them.

Your UTM link

Preview parameters and copy the final URL.

GA4 notes (quick)

In GA4, review Traffic acquisition for Session source/medium and Session campaign. Use Explorations when you need breakouts by campaign + landing page + content. Keep naming consistent (lowercase, underscores) to avoid fragmented reporting.

Pinterest traffic can sometimes appear as Direct due to lost referrer (copy/paste, redirects, in-app behavior). UTMs help because attribution can be derived from parameters even without referrer.

Dynamic tracking parameters (ads)

Pinterest ads can support dynamic tracking parameters (placeholders replaced at click time for IDs). Use UTMs for stable analytics rollups (source/medium/campaign), and add dynamic parameters only when you need ad-level granularity in external systems. Test redirects to ensure UTMs are preserved.

Reference: Pinterest third-party & dynamic tracking

Mini-guide: Pinterest UTM conventions

Simple rules that prevent messy GA4 attribution.

Use utm_source=pinterest. Choose utm_medium by traffic type: social for organic, paid_social for ads, paid_shopping for shopping/catalog. Use utm_content to identify the pin/creative. Use utm_term for audience/keyword buckets.

Examples:

Organic pin: ?utm_source=pinterest&utm_medium=social&utm_campaign=evergreen_guides&utm_content=pin_03
Paid ad: ?utm_source=pinterest&utm_medium=paid_social&utm_campaign=retargeting_q1&utm_content=ad_creative_01&utm_term=retarget_30d
Shopping: ?utm_source=pinterest&utm_medium=paid_shopping&utm_campaign=catalog_q1&utm_content=shopping_creative_04&utm_term=catalog

Save these ideas on the pin

Copy your output, then save the context directly on Pinterest with Notestopin notes + tags.

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