For Pins and Promoted Pins

    Pinterest UTM Builder

    Tag every Pin and Promoted Pin so traffic is attributable in your analytics.

    Generated URL

    Fill in a URL and the required UTM fields.

    Worked examples

    Copy a starter, then tweak it for your campaign.

    Standard Pin

    https://example.com/recipe?utm_source=pinterest&utm_medium=social&utm_campaign=evergreen&utm_content=tomato-soup

    Idea Pin

    https://example.com/diy?utm_source=pinterest&utm_medium=social&utm_campaign=tutorials&utm_content=idea-pin

    Promoted Pin

    https://example.com/shop?utm_source=pinterest&utm_medium=paid-social&utm_campaign=spring-sale

    Seasonal Pin

    https://example.com/gifts?utm_source=pinterest&utm_medium=social&utm_campaign=christmas-gift-guide&utm_content=stocking-stuffers

    Product Pin

    https://example.com/p/sku-42?utm_source=pinterest&utm_medium=social&utm_campaign=catalog&utm_content=sku-42

    Why Pinterest traffic compounds

    Pinterest is a long-tail search engine disguised as social — Pins drive traffic months or years after publishing. UTMs let you measure that compounding effect.

    Use utm_source=pinterest with utm_content equal to the Pin slug so each Pin's lifetime contribution is visible in reporting.

    The half-life of a Pin is unlike anything else in social. Where a tweet or feed post exhausts its reach in hours or days, Pins surface through Pinterest's search and related-Pin recommendations indefinitely. That changes how you should tag: your UTM values are less 'campaign labels' and more 'permanent metadata' that must still make sense to whoever reads the report in three years. Descriptive slugs (tomato-soup-recipe) beat quarter codes (q2-push) for organic Pins.

    Repins complicate attribution in a useful way: when someone saves your Pin to their board, the destination URL — tags included — travels with it. Traffic from repins therefore credits the original Pin's tags. That's usually right (the original creative earned the save), but it means one Pin's utm_content can accumulate clicks from thousands of boards you've never seen.

    Most Pinterest clicks happen in the app's in-app browser, with the cookie limitations that implies. Because Pinterest users often save now and click much later — sometimes on a different device via their synced account — session stitching is basically hopeless without tags. UTMs give each landing session correct source and Pin-level attribution even when the click comes months after the save.

    If your Pins point at seasonal content, plan for the echo: holiday Pins resurface every year as the season returns to Pinterest search. A utm_campaign like 'christmas-recipes' (no year) keeps the recurring traffic in one trendable line, while adding utm_content per Pin still isolates individual creatives.

    For paid, keep Promoted Pins on utm_medium=paid-social so the paid boost is separable from the Pin's organic baseline — the comparison between the two, per creative, is the single most useful report Pinterest advertising can give you.

    Common use cases

    Evergreen Pins

    Track how much traffic each Pin drives across its full life — often years. Descriptive utm_content values keep three-year-old reports readable.

    Idea Pins

    Separate Idea Pin engagement from regular Pin clicks — the formats reach users in different modes and convert differently.

    Promoted Pins

    Compare paid Pin spend against the organic baseline of the same Pin — the report that tells you whether promotion is amplifying a winner or propping up a loser.

    Seasonal boards

    Tag seasonal Pins with a year-free campaign name so the annual resurgence lands in one comparable trend line each season.

    Product Pins

    Tag catalog and product Pins with the SKU or product slug so Pinterest's contribution to specific product revenue is visible in your analytics.

    Frequently asked questions

    Other UTM Builder variants

    Pre-configured variants tuned to specific platforms and use cases.

    For LinkedIn campaigns

    LinkedIn UTM Builder

    Tag every LinkedIn post, ad, and InMail with consistent UTMs.

    Open variant

    For Facebook & Meta campaigns

    Facebook UTM Builder

    Tag Facebook posts and Meta Ads with attribution-ready UTMs.

    Open variant

    For email campaigns

    Email UTM Builder

    Build trackable URLs for newsletters, lifecycle, and outbound email.

    Open variant

    For Instagram campaigns

    Instagram UTM Builder

    Tag bio links, Stories, and Reels with consistent Instagram UTMs.

    Open variant

    For TikTok campaigns

    TikTok UTM Builder

    Tag TikTok bio links and Spark Ads with attribution-ready UTMs.

    Open variant

    For YouTube descriptions and ads

    YouTube UTM Builder

    Tag every link in your video descriptions and YouTube Ads.

    Open variant

    For Google Ads campaigns

    Google Ads UTM Builder

    Build URLs with proper utm_source=google and utm_medium=cpc tagging.

    Open variant

    For X / Twitter campaigns

    X (Twitter) UTM Builder

    Tag every tweet, thread, and X Ad with attribution-ready UTMs.

    Open variant

    For Reddit posts and ads

    Reddit UTM Builder

    Tag organic posts, comments, and Reddit Ads with proper UTMs.

    Open variant
    Back to the full UTM Builder

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