Pinterest Analytics tells you how many people clicked a pin. It does not tell you what they did on your site afterwards. UTM tags close that gap: a few parameters on the end of the link tell Google Analytics that the visit came from Pinterest, which campaign it belonged to and which pin design was clicked.
This builder adds the tags for you and keeps the naming consistent, which matters more than most people think. "Pinterest", "pinterest" and "pinterest.com" show up as three different sources in GA4. Paste one URL or a whole list, add pin variants separated by commas, and copy the links or download them as a CSV for a spreadsheet or the bulk upload CSV builder.
How Pinterest UTM links show up in GA4
In Google Analytics 4, open Reports, then Acquisition, then Traffic acquisition. Change the primary dimension to Session source / medium to see pinterest / social, or to Session campaign to see each campaign. Add Session manual ad content as a secondary dimension to compare pin designs from the utm_content tag.
GA4 sorts visits into channels with fixed rules. A source on its list of social sites, such as pinterest, with a medium like social lands in Organic Social. A medium that starts with paid, or contains cp, such as paid_social or cpc, lands in Paid Social. The medium organic is read as search traffic, so avoid it for pins. The panel next to your links shows which channel your tags should land in.
Naming rules that keep reports clean
Use lowercase for every value, hyphens instead of spaces, and the same source and medium on every pin. Keep campaign names short and dated, like spring-sale-2026, so they sort well. Put the pin design in utm_content and the keyword in utm_term, so one campaign can still be split by design and topic.
Tagged links are long, so do not shorten them with a link shortener before adding them to Pinterest. Check a batch with the pin link checker to catch missing tags and mismatched names.