Pinterest Ads tracking parameters

Pinterest Ads attaches tracking on the promoted pin’s destination URL / URL parameters. Syntax looks closer to Google ({campaignid}) than Meta’s double braces — but it is still not a Google Tracking template field with parallel tracking.

Cheat sheet: Pinterest Ads parameters. Browse Pinterest recipes.

Open builder Parameter reference → All Pinterest Ads recipes →

How Pinterest tracking works

  • Pin-level parameters — set UTMs + Pinterest tokens on the promoted destination; confirm the campaign type still expands the tokens you chose.
  • Device cuts — {device} commonly returns mobile, tablet, or web (not Google’s m/t/c). Map carefully in GA4 custom dimensions.
  • IDs for joins — prefer campaign/ad group IDs when you sync to a warehouse; names are fine for marketing-readable Looker boards.

Common footguns

  • Assuming Google ValueTrack encoding rules ({lpurl+2}, Final URL suffix) apply — they do not.
  • One-off UTM spellings per pin (“Pinterest”, “pinterest”, “pin”) — channel reports split.
  • No click-test after a bulk edit — unsupported tokens show up literally in the landing URL.

Related

Featured Pinterest Ads recipes

ClickPatrol → Pinterest Ads
source=p URL parameters
Tracking template ClickPatrol Pinterest URL parameters with source=p, campaign/ad macros, and paid_social UTMs. Append to the pin destination URL.
Open →
UTMs → Pinterest Ads
Promoted pin tracking
Tracking template Pinterest Ads URL parameters with promoted pin ID for pin-level reporting.
Open →
Spectacle UTM guidelines → Pinterest Ads
pinterest / paid_social
Tracking template Spectacle-style Pinterest UTMs with paid_social medium and campaign / creative / promoted pin macros.
Open →
UTM IDs → Pinterest Ads
Campaign + ad group IDs
Tracking template Stable Pinterest campaign / ad group IDs with promoted pin for pin-level joins.
Open →
Spectacle sp_* + UTMs → Pinterest Ads
sp_n=pinterest_ads
Tracking template Spectacle Pinterest pack: paid_social UTMs plus sp_agi / sp_ai / sp_kwi / sp_n.
Open →

FAQ

What device values does Pinterest return?

Commonly mobile, tablet, or web via {device} — confirm in a test click for your campaign type.

Can I paste a Google Ads tracking template into Pinterest?

No. Drop the {lpurl} wrapper and any redirect host. Keep query keys / Pinterest tokens only on the pin destination.

Do I need gclid on Pinterest?

No — gclid is Google auto-tagging. Use UTMs (and Pinterest macros) for paid social attribution.