Pinterest epik Parameter Explained (Technical Guide)
When someone clicks your Pinterest Ad, Pinterest automatically appends a mysterious epik parameter to your landing page URL. What is it, and why does it matter?
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What epik does
The epik parameter is Pinterest's automatic click tracking ID. It works like Google's gclid or Facebook's fbclid—a unique identifier that connects ad clicks to conversions.
What epik captures:
- Campaign ID and ad group
- Specific Pin that was clicked
- Audience targeting data (interests, demographics, keywords)
- Device and platform information
- Attribution window data for conversions
Example URL with epik:
yoursite.com/product?epik=dj0yJnU9S2RLNnBkejN...😰 Is this your only tracking issue?
This is just 1 of 40+ ways UTM tracking breaks. Most marketing teams have 8-12 critical issues they don't know about.
• 94% of sites have UTM errors
• Average: $8,400/month in wasted ad spend
• Fix time: 15 minutes with our report
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Why epik is superior to manual UTMs
1. Automatic: Pinterest appends it—no manual URL building required
2. Conversion tracking: Links clicks directly to Pinterest Conversion API for accurate ROAS
3. Cross-device attribution: Tracks users across devices using Pinterest's logged-in data
4. Pin-level data: Identifies which specific Pin creative drove the conversion
Manual UTMs can't provide this granularity. They also conflict with epik, causing duplicate session tracking in GA4.
Best practice
Never add manual UTM parameters to Pinterest Ads. Let epik handle attribution automatically.
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