Add UTM Parameters to Pinterest Ads

Pinterest fills in the real campaign and ad IDs on every click, so one line of URL parameters works for all your ads. You add it to the destination URL of your ads, and the bulk editor does many at once.

| At a glance | | | ----------- | --------------------------------------------------------------------------------- | ----------------------------------------- | | Where | Pinterest Ads Manager, the Destination URL of each ad, or the bulk editor | | Who | Whoever manages the ad account. Connect Pinterest Ads in Profitario too | | Time | About 5 minutes | | Updates | Orders from clicks after the change. Past orders keep the links they arrived with |

The Parameters#

Add Them to Your Ads#

1. 1

   Step 1 of 2

   Open the ad#

   In Pinterest Ads Manager, open Ads reporting, select the ad and click edit. For a new ad, go through the steps until you reach the ad's destination URL.

2. 2

   Step 2 of 2

   Add the parameters to the destination URL#

   Paste the line at the end of the Destination URL: after a ?, or after an & if the link already has a ?. Save the ad.

3. Done

   Check the next order#

   Click one of your live ads and look at your store's address in the browser: it should show real numbers, such as utm_id=626745321. The next order from a Pinterest ad shows Matched by ad ID in the order's Attribution tab.

Many Ads at Once#

Bulk editor. Download your ads in the bulk editor, add the line to the end of each link in the Promoted Pin URL column, and upload the file again.

Pinterest's automatic URL parameters. In Business Manager > Ad accounts > your ad account > Settings, Pinterest can add UTM parameters to all current and future campaigns (Apply URL parameters automatically to all current and future campaigns). That covers the source, medium and campaign, but not the ad ID tag, so orders match by campaign, not by ad. For ad-level matches, keep the parameters above in the destination URL as well.

Things Pinterest Does Its Own Way#

Parameters in the link win. Pinterest's automatic or custom parameters never replace a parameter already in the destination URL or your product feed. If your feed links already carry utm_medium=social, that is what arrives. Check your feed for old tags.

Shopping ads. Ads made from your product catalog take their link from your product feed. Where you add parameters for them, start with {lpurl}?, so Pinterest keeps each product's own link: {lpurl}?utm_source=pinterest&utm_medium=paid&pf_adid={adid}.

Single braces. Pinterest placeholders look like {campaignid} and {adid}, as on Google. {{ad.id}} from Meta does not work here.

Common questions