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A UTM scheme for pins that doesn't fall apart once you're past 500 pins

Tips & strategies Solved 762
Daniel Kim

For a year I tagged everything utm_campaign=pinterest and then had no idea which pin, board or month anything came from. Rebuilt it and it's held up for twelve months and a few thousand pins. Putting it here in case it saves someone the cleanup I had to do.

# analytics # tracking # utm

1 reply

Marcus Hale Answer

This is more or less where I landed too, for anyone reading:

  • utm_source=pinterest always, never vary the spelling or your reports split in half
  • utm_medium=organic or paid, one distinction and no more
  • utm_campaign= the content cluster, not the date - gift-guides, meal-prep
  • utm_content= a short pin slug plus month, like redcandle-0903

The mistake most people make is putting the date in campaign, which explodes the report into three hundred rows you can't compare. Keep the date in content where you can ignore it until you need it. Also check whether your link plugin or redirect strips the query string on the way through - mine did for six months and I was staring at empty reports thinking Pinterest had stopped sending traffic.

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