Google Analytics adds Pinterest cost data import integration

The new feature enables marketers to track Pinterest advertising expenses, clicks, and impressions directly within Google Analytics properties. This integration represents another expansion of Google Analytics' cost data import capabilities, which previously required manual uploads or third-party solutions for non-Google advertising platforms.

According to the documentation, the Pinterest Ads Data Import automatically attempts to pull at least 24 months of historical data into Analytics properties. The system will extract the maximum timeframe allowed when APIs do not support the full 24-month period.

Google has issued a warning about potential data duplication. Analytics does not deduplicate information between the automated import and previously uploaded manual cost datasets. Advertisers who have existing Pinterest cost data that would overlap must delete prior datasets before implementing the new feature to avoid inaccurate reporting.

The integration requires specific setup parameters. Marketers must maintain both a business account and an advertising account for Pinterest Ads, while holding at least Editor role permissions in their Google Analytics property. All paid Pinterest traffic must be tagged with consistent UTM parameters in destination URLs.

Four URL parameters play critical roles in the setup process. The utm_source and utm_medium parameters are mandatory, while utm_campaign and utm_id remain optional but highly recommended by Google. All paid Pinterest traffic should use a single unique value for utm_source and a single unique value for utm_medium. When creating a Pinterest Cost Data Import configuration, the values entered for "Campaign Source" and "Campaign Medium" must exactly match these utm_source and utm_medium values.

The configuration process involves four distinct steps. First, advertisers create a new data source in the Admin section under "Data collection and modification" by clicking Data import. They select Cost data as the data type and Pinterest as the import source. The second step establishes the connection by signing into Pinterest Ads through a pop-up window using Pinterest user credentials.

During the third step, advertisers select the Pinterest Ad account managing the advertising data they intend to pull into Analytics. They must provide Source and Medium values corresponding to the utm_source and utm_medium parameter values included in destination URLs. Google emphasizes that Campaign source and Campaign medium values must align precisely with the utm_source and utm_medium parameters specified on destination URLs for Pinterest Ads campaigns.

The fourth step allows advertisers to review all fields, modify the data source name, adjust import schedules, and apply filters before clicking Finish. Fields are automatically mapped during this review phase.

Imports require up to 30 minutes to complete. Data becomes available in reports within 24 hours. Advertisers can view values of previously created connectors through the Data Import table or its details window.

Configuration settings relevant to data pulling cannot be modified once a connector is created. Ad Account, Source, and Medium parameters remain locked. Changing these parameters requires deleting the older connector and creating a new one.

The integration matters significantly for the marketing community managing multi-platform advertising campaigns. Google Analytics customers whose properties have two or more linked Google Ads accounts previously experienced under-reporting of conversions, though improvements have been implemented. The Pinterest integration allows advertisers to centralize cost data from multiple platforms within a single analytics property.

Customers who link their Google Ads or Google Marketing Platform accounts to a Google Analytics property are correlated with a 23% increase in conversions and a 10% reduction in cost per conversion. While this specific statistic applies to Google Ads linking, it demonstrates the broader value of consolidated advertising data within Analytics properties.

The Pinterest integration arrives alongside similar integrations for other platforms. Google Analytics released cost data import capabilities for Snap ads on September 17, 2025, and Reddit Ads on July 21, 2025. These integrations follow the same seamless setup process, enabling advertisers to automatically track cost data from multiple social media platforms.

Cost data import expanded significantly in mid-2025. Additional data sources became supported in open beta on June 24, 2025, including Google Sheets, Amazon Redshift, Amazon S3, BigQuery, Google Cloud Storage, HTTPS, MySQL, PostgreSQL, and Snowflake. Once data configuration is set up and cost data is imported, advertisers can compare performance across all advertising initiatives in the Acquisition > Non Google cost report and the Planning > All channels report in the Advertising workspace.

Google simplified cost data import requirements on February 3, 2025, reducing required fields to three: source, medium, and date. The campaign_name and campaign_id fields became optional, though Google recommends importing them for more granular reporting. When cost data is imported without campaign_name or campaign_id, data is reported in aggregate when these dimensions are requested.

For Pinterest advertisers, the integration provides a streamlined alternative to manual cost data uploads. Manual uploads required downloading cost data from Pinterest, formatting it according to Google Analytics specifications, and uploading CSV files on a recurring basis. The automated integration eliminates these manual processes while ensuring data freshness through scheduled imports.

The integration also enables better attribution analysis across advertising channels. Marketers can now compare Pinterest advertising performance against other paid and organic channels within unified reports. This cross-channel visibility supports more informed budget allocation decisions.

Pinterest has grown as an advertising platform, particularly for retail, e-commerce, and consumer goods brands. The platform's visual discovery format attracts users with high purchase intent. Pinterest delivered 17% revenue growth in the second quarter, reaching 578 million monthly active users. Accurate cost tracking within Google Analytics allows advertisers to calculate return on ad spend across all channels and optimize campaigns based on comprehensive performance data.

Technical implementation requires attention to URL parameter consistency. Advertisers must audit their Pinterest campaigns to ensure uniform tagging across all ads. Inconsistent UTM parameters will prevent proper data import or result in fragmented reporting. A single Pinterest campaign with varying utm_source values will appear as separate traffic sources in Analytics.

The import schedule runs automatically after initial setup. Unlike manual uploads that require recurring action, the automated integration maintains current data without ongoing intervention. This automation reduces the risk of reporting gaps caused by delayed or forgotten manual uploads.

Data accuracy depends on proper Pinterest Ads account configuration. Advertisers should verify that all destination URLs contain the required UTM parameters before creating the Analytics connector. Missing parameters will result in untracked traffic that appears as direct or referral traffic rather than paid Pinterest traffic.

The 24-month historical data import provides immediate access to long-term performance trends. Advertisers can analyze year-over-year performance, seasonal patterns, and campaign evolution without manually backfilling historical data. This historical context supports more accurate forecasting and budget planning.

Google Analytics processes imported cost data to populate three specific metrics: Ads cost, Ads clicks, and Ads impressions. These metrics appear alongside organic traffic metrics in standard reports, enabling side-by-side comparison of paid and unpaid performance.

The integration requires no ongoing API maintenance by advertisers. Google manages the Pinterest API connection and data extraction process. Advertisers need only maintain valid Pinterest Ads account credentials and Analytics property access.

For agencies managing multiple client accounts, the integration streamlines reporting workflows. A single setup process per client provides ongoing data synchronization without manual intervention. This efficiency allows agencies to scale Pinterest advertising management across larger client portfolios.

The Pinterest integration joins a growing ecosystem of native advertising platform connections within Google Analytics. As more platforms receive native integration support, advertisers can consolidate performance data from increasingly diverse media mixes within a single analytics property.

Timeline

• February 3, 2025: Cost data import requirements simplified to three required fields (source, medium, date)
• June 6, 2025: Google strengthens consent monitoring tools with Tag Diagnostics integration
• June 24, 2025: Cost data import expanded to support multiple data sources in open beta
• July 21, 2025: Reddit Ads cost data import integration released
• August 6, 2025: Conversion data quality improvements implemented for properties with multiple linked Google Ads accounts
• September 17, 2025: Snap Ads cost data import integration released
• September 24, 2025: Google Ads linking recommendation launched showing 23% conversion increase correlation
• September 26, 2025: Pinterest Ads cost data import integration announced

Summary

Who: Google Analytics introduced this feature for advertisers managing Pinterest Ads campaigns who need to track advertising costs, clicks, and impressions within their Analytics properties.

What: A native integration that automatically imports cost data from Pinterest Ads into Google Analytics properties, eliminating manual upload requirements and providing up to 24 months of historical data. The integration populates three metrics: Ads cost, Ads clicks, and Ads impressions.

When: The feature was announced on September 26, 2025, following similar integrations for Snap Ads (September 17, 2025) and Reddit Ads (July 21, 2025).

Where: The integration operates within Google Analytics properties through the Data Import section under Admin. Data appears in the Acquisition > Non Google cost report and Planning > All channels report in the Advertising workspace.

Why: The integration addresses the need for centralized advertising performance data across multiple platforms. It enables advertisers to compare Pinterest advertising performance against other channels, calculate comprehensive return on ad spend, and make informed budget allocation decisions without manual data processing. The feature builds on broader Google Analytics improvements that correlate linked advertising accounts with increased conversions and reduced cost per conversion.