Pinterest UTM Builder
Tag your pin links so Google Analytics 4 credits Pinterest correctly, for organic pins and ads. See which GA4 channel each link lands in before you publish.
- Free
- No sign-up
- Runs in your browser
utm_source
utm_medium
utm_campaign: a board, season or launch
utm_content (optional): which pin design
utm_term (optional): the keyword
Every line gets the same tags. utm_content is set from each page's slug so you can tell the links apart.
Example result
ExampleAbout this tool
Why Pinterest shows up as Direct
Google Analytics 4 often files Pinterest visits under Direct, because the Pinterest app's built-in browser doesn't always pass a referrer. UTM tags fix that by naming the source in the link itself. Use utm_source=pinterest with utm_medium=social for organic pins, or a paid medium such as paid_social for ads.
GA4 sorts traffic into channels with fixed rules. A source it recognises as social, such as pinterest, lands in Organic Social unless the medium looks paid (anything containing "cp", "ppc", "retargeting" or starting with "paid"), which makes it Paid Social. One trap catches many people: a campaign name containing "shop" or "shopping" sends the visit to Organic Shopping or Paid Shopping instead.
For ads, Pinterest fills in dynamic parameters such as {campaign_name}, {adid} and {ad_group_name} when the ad serves, so every ad gets its own tags without editing each link. Keep tags lowercase and use hyphens, because GA4 reports treat "Pinterest" and "pinterest" as two different sources.
How it works
Four steps, about a minute
- 1
Paste the page URL
Existing query strings and #anchors are kept in the right order.
- 2
Pick organic or ads
Organic pins use social as the medium. Ads use a paid medium and Pinterest's dynamic parameters.
- 3
Name the campaign
A board, season or launch, in lowercase with hyphens.
- 4
Copy or build a list
Copy one link, or paste a list of URLs and download every tagged link as a CSV.
Reference
GA4 channel rules for Pinterest
- Organic SocialSource is a known social site (pinterest) or the medium is social, social-network, social-media, sm, social network or social media.
- Paid SocialSource is a known social site and the medium contains "cp", is ppc or retargeting, or starts with "paid".
- Organic / Paid ShoppingThe campaign name contains "shop" or "shopping". GA4 checks shopping before social, so these visits leave the Social channels.
- ReferralThe medium is referral, app or link and the source isn't a known social site.
- UnassignedNothing above matches, for example a made-up source like "pin" with a made-up medium.
Questions
Asked often
What UTM tags should I use for Pinterest?
For organic pins: utm_source=pinterest, utm_medium=social, and a utm_campaign that names the board or season. For ads: utm_source=pinterest, utm_medium=paid_social and Pinterest's dynamic parameters for the campaign and ad.
Why is my Pinterest traffic showing as Direct in GA4?
Visits from the Pinterest app often arrive without a referrer, so GA4 can't tell where they came from. Tagged links tell it directly.
Do UTM tags hurt my pins?
No. Pinterest keeps the query string on the destination link. Avoid wrapping tagged links in a link shortener, which can trigger spam filters.
Should I use utm_source=pinterest.com or pinterest?
Either is recognised as social by GA4. Pick one and use it everywhere, so all Pinterest visits sit in one row of your reports.
What are Pinterest dynamic tracking parameters?
Placeholders such as {campaign_name}, {adid}, {ad_group_name} and {device} that Pinterest replaces with real values when an ad is clicked. They only work in ads, not organic pins.
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