Free UTM Builder for Pinterest
Pinterest traffic routes to "Organic Social" when using utm_medium=social. For paid Pinterest ads (Promoted Pins), use utm_medium=paid_social to group them as "Paid Social" in GA4. Pinterest is highly seasonal and visual, so include seasonal identifiers and content types in your campaigns.
Organic Pinterest
pinterestsocialPaid Pinterest
pinterestpaid_socialWorked Examples
Build Your Pinterest UTM Link
Must start with http:// or https://
Automatically fills source and medium with opinionated defaults
Required Parameters
Where traffic comes from (e.g., instagram, facebook, newsletter)
How traffic arrives (e.g., social, paid_social, email, cpc)
Campaign identifier (e.g., spring-2025-promo, product-launch)
Naming Convention Rules
- •Use lowercase only (GA4 is case-sensitive)
- •Replace spaces with hyphens
- •Use consistent vocab across campaigns
- •Follow a schema: brand-yyq-campaign or prod-yyyymm-promo
- •Never include PII (personally identifiable information)
- •Keep it short and descriptive
GA4 Channel Preview
Fill in the required fields to see which GA4 channel your traffic will appear in.
Generated URL
Fill in the required fields to generate your UTM-tagged URL
Common utm_content Values for Pinterest
standard-pinvideo-pinmultiimageboardrich-pinproduct-pinrecipe-pinCommon Pitfalls
Not differentiating between organic and promoted pins
Promoted Pins look like regular pins but are paid placements. Always use paid_social medium for promoted content to calculate true ROI.
Using generic campaign names for seasonal content
Pinterest traffic is highly seasonal. Include season and year (e.g., pinterest_holiday2024) to compare performance year-over-year.
Forgetting to update UTMs when repinning
When repinning content to different boards or for new campaigns, update UTM parameters to avoid mixing old and new campaign data.
Not tracking different pin types
Multi-image pins, video pins, and standard pins perform differently. Use utm_content to differentiate and optimize your strategy.
Pinterest UTM FAQs
Should I use different UTMs for each board?
Yes, using board-specific campaign names (e.g., pinterest_recipes_desserts) helps identify which boards drive the most valuable traffic. You can also use utm_content to specify the board name.
How do I track Pinterest Shopping ads?
Use utm_medium=paid_shopping for Shopping campaigns and utm_medium=paid_social for regular Promoted Pins. This helps separate shopping-specific performance in your analytics.
What's the best way to track seasonal Pinterest campaigns?
Include season and year in your campaign name (e.g., pinterest_holiday2024, pinterest_spring_sale2025). Pinterest traffic is highly seasonal, and this helps with year-over-year comparisons.
How should I track multi-image pins?
Use utm_content=multiimage or include "multiimage" in your campaign name to track multi-image pin (2-5 images) performance separately from standard single-image pins.