Pinterest Automatic UTM Parameters: 2026 Update

On September 15, 2026, Pinterest announced that it would automatically add UTM parameters to advertising links, including those in existing campaigns.

How It Worked Before

Advertisers could manually add UTM tags to ad URLs or configure automatic parameter insertion through Ads Manager. However, tagging was not enabled by default for all accounts.

This required additional oversight and created a risk of missing or inconsistent tags.

What Changed

Pinterest now automatically adds UTM parameters to all eligible advertising URLs in current and future campaigns:

utm_source=pinterest
utm_medium=paid_social
utm_campaign={campaignid}
utm_content={adgroupid}

Existing UTM tags are not overwritten. Automatic tagging can be disabled.

How to Configure Automatic UTM Tracking

At the account level: Business Manager → Ad accounts → Settings → Parameter settings. Here, you can change UTM values or disable automatic parameter insertion.

At the campaign level: Create Campaign → URL tracking → Apply URL parameters automatically. Campaign settings take precedence over account settings.

For Performance+: UTM parameters are configured at the Ad Group level through Include URL parameters.

Existing campaigns can be edited through Ads reporting → URL tracking.

These settings cannot yet be managed through the Pinterest Ads API. Campaigns created through the API inherit the account settings.

Sources

1. Pinterest Developers: Changelog, September 15, 2026. Pinterest Developers
2. Pinterest Business Help: Add URL Parameters to Your Ads. Pinterest Business Help