The Pinterest ads preset is utm_source=pinterest and utm_medium=paid_social, with utm_campaign={campaign_name} filled in per campaign. That pairing puts ad clicks in GA4's Paid Social channel. Pinterest can also add utm_source, utm_medium, utm_campaign and utm_content across a whole account, but it won't overwrite tags already in your URLs.
The interactive UTM builder loads with this page, pre-filled for Pinterest, and runs entirely in your browser.
With a social source (pinterest is on Google's list) and a paid medium (paid_social), both conditions of GA4's Paid Social rule are met.
Where to put it
Per ad: add the parameters to the ad's destination URL.
Account-wide: in Ads Manager settings, tick the URL parameter option for an ad account, a campaign, or an ad group on Performance+.
The automatic set is utm_source, utm_medium, utm_campaign and utm_content.
Before switching automatic tagging on, strip old UTMs from destination URLs and your product feed. Pinterest won't overwrite them.
Macros filled in at click time
Macro
Resolves to
{campaignid} / {campaign_id}
Campaign ID
{campaign_name} / {campaignname}
Campaign name
{adgroupid} / {ad_group_id}
Ad group ID
{adgroupname} / {ad_group_name}
Ad group name
{adid} / {ad_id} / {creativeid} / {creative_id}
Pin promotion ID
{creative_name}
Pin promotion name
{itemid} / {item_id}
Pin promotion item ID
{insertionid} / {insertion_id}
Insertion ID; usable as a cache buster
{device}
t (tablet), c (computer), m (mobile)
{device_platform}
iOS, Android or empty
{publisher}
Always Pinterest
{timestamp} / {click_timestamp}
Event timestamp; usable as a cache buster
Pinterest and Meta settle the same conflict in opposite directions. On Meta, a value in the URL parameters field beats the same key in the website URL. On Pinterest, whatever is already in the destination URL or product feed wins. Pinterest's own example: a feed URL carrying utm_medium=paid, with utm_medium=paid_social set in the ad settings, ends up as utm_medium=paid.
For GA4's channel, that example is harmless, because paid and paid_social both match the paid medium pattern. The damage shows up in your medium report, which now splits Pinterest across two values, and in any feed built long ago with a different source spelling. Before you switch automatic parameters on, search the feed for utm_, then paste a sample of the final URLs into the UTM audit to catch values that disagree.
{keyword} doesn't work here. Pinterest says plainly that {keyword} isn't supported in tracking links on any ads. If you bring a template over from Google Ads, delete utm_term={keyword} before you paste it.
Don't use {publisher} as your source. It resolves to Pinterest with a capital P. GA4's channel rules ignore case, so the channel comes out right, but parameter values are case-sensitive, so Pinterest and pinterest show up as separate rows in a source report. Type pinterest yourself.
Most macros have two spellings. Most Pinterest macros accept two forms, such as {campaignid} and {campaign_id}. Four different spellings return the Pin promotion ID. Pick one form per account and keep it.
{lpurl} depends on position, the same trap Google Ads has. If you route clicks through a third-party tracker, {lpurl} placed before the tracking parameter isn't encoded; placed after it, it's percent-encoded, including ?, =, # and spaces.
For organic Pins, keep utm_source=pinterest and switch the medium to social. GA4 then files them under Organic Social, apart from your ads.
Questions
How do I add UTM parameters to Pinterest ads?
Either add them to each ad's destination URL, or tick the URL parameter option in Ads Manager settings to apply utm_source, utm_medium, utm_campaign and utm_content automatically across an ad account, a campaign, or an ad group on Performance+.
Why does my Pinterest ad still carry the old utm_medium?
Pinterest's automatic and custom parameters don't override tags already in a product feed or destination URL. If the feed says utm_medium=paid, that value stays even when the ad settings say paid_social. Remove the old tag at the source.
Does Pinterest support the {keyword} macro?
No. Pinterest states that {keyword} isn't supported for tracking links on any ads.