Pinterest's Quiet Swipe Up June 2025 Update Could SKYROCKET Your Traffic + Saves

If you’ve been noticing an uptick in “direct” traffic lately and you’re wondering where it’s coming from… you’re not alone.

Many bloggers and business owners have reported this exact issue over the past few weeks. After digging into Pinterest, I discovered something important: Pinterest made a quiet update that could be a game changer for your content.

And yes, it could actually be a good thing.

What’s the Pinterest update?

Pinterest has quietly rolled out a new feature that allows users on some mobile devices to “swipe up” on a pin and view the full blog post or product page without leaving the Pinterest app.

This creates a smoother user experience, but it also changes how that traffic is tracked in your analytics. When someone swipes up and views your content without opening it in a new browser window, Google Analytics often categorizes that visit as “direct” traffic instead of Pinterest referral traffic.

So if you’re seeing more direct traffic and wondering where it’s coming from….it could very well be Pinterest.

Is this a permanent change?

At this point, we are not sure. I’ve reached out to my direct contacts at Pinterest and I’m waiting on an official response. Pinterest is known for testing new features quietly, then rolling them out slowly based on performance and feedback.

This could be part of a larger shift in how Pinterest serves content, especially with their ongoing focus on user retention, shopping, and in-app experiences.

Why this could actually help your traffic and saves

I know it’s frustrating not to see Pinterest properly credited in your analytics…yet. I think that with time, this will sort itself out between Google & Pinterest. But here’s why this update could be a win:

It makes it easier for users to access your content. They no longer have to leave the app or open a browser….your content loads seamlessly right within Pinterest. That means fewer drop-offs and more engagement.
Saves are easier than ever. Even after someone views your full blog post, they can still tap back into Pinterest and easily save your pin. This makes it more likely they’ll revisit and share your content later.
You’re meeting users where they are. This feature keeps users engaged within the app while still delivering your full content. That’s a win-win for Pinterest and for you as a creator.

Should you change anything?

Not yet. It’s still early. There’s no need to change your pin designs or overall Pinterest strategy right now. I recommend staying the course while continuing to monitor your analytics closely.

That said, I am starting to see traffic spikes across many client accounts….even during the slower summer season. That tells me Pinterest is testing ways to better serve both users and creators, and this feature might just be part of that bigger plan.

Final thoughts

Yes, things are still messy. Yes, analytics might look confusing right now. But this new swipe-up experience could be exactly what we need to see long-term growth on the platform.

As always, I’ll keep you updated as I hear more from Pinterest directly.