UTM link builder for Pinterest
A UTM-tagged pin URL uses utm_source=pinterest, utm_medium=social (or organic_social) and a utm_campaign naming the batch. Casing must be consistent — GA4 treats Pinterest and pinterest as two separate sources — which is what this builder enforces.
Tagged URL
https://example.com/blog/pruning-tomatoes?utm_source=pinterest&utm_medium=social&utm_campaign=evergreen-2026
Everything is lowercased and hyphenated automatically. GA4 treats differing case as different sources, which is how one channel ends up as three rows that each look too small to matter.
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The three parameters that matter
- utm_source — where it came from.
pinterest. - utm_medium — the kind of channel.
social, ororganic_socialif you also run ads and need them separated. - utm_campaign — which batch. Something you will still understand in six months:
spring-collection,evergreen-recipes,2026-q3.
utm_content is useful when you are testing two designs for the same page; utm_term is a paid-search relic and can be ignored here.
Lowercase, always
GA4 does not normalise these. Pinterest, pinterest and PINTEREST are three sources, splitting one channel across three rows that each look too small to matter. This builder forces lowercase and strips spaces for that reason alone — it is the single most common way UTM data is quietly ruined.
Why your numbers will not match
Pinterest Analytics and GA4 will disagree about Pinterest revenue, sometimes by a factor of two. Pinterest attributes within its own window and includes view-through; GA4 and Shopify count last-click sessions. Neither is lying — they are answering different questions.
The workable resolution: treat your own analytics as the planning number and Pinterest's as a directional read on which creative is working. Do not average them, and do not put both in front of anyone making a budget decision.
There is more on this, including what the Shopify catalogue feed does and does not attribute, in Pinterest for Shopify stores.
Common questions
What UTM values should I use for Pinterest?
utm_source=pinterest and utm_medium=social, or organic_social if you also run Pinterest ads and need to separate them. Keep everything lowercase.
Why does casing matter?
GA4 does not normalise UTM values. Pinterest, pinterest and PINTEREST become three separate sources in your reports, splitting one channel into three partial ones.
Do UTM parameters hurt Pinterest SEO?
No. They are query parameters on the destination, not on the pin. They do not make a duplicate image count as fresh either — freshness is judged on the image.
Why do Pinterest and my analytics disagree?
Different attribution models. Pinterest counts within its own window including view-through; GA4 and Shopify count last-click sessions. Pick one as your planning number and stay with it rather than averaging them.