How does OWOX BI import ad cost data from Criteo into Google Analytics?

Unfortunately, the Criteo API doesn't provide ads' utm parameters. That's why OWOX BI Pipeline imports Criteo ad cost data according to this logic:

  • The cost data is imported down to the source\medium\campaign level.
  • ga:source=criteo,
  • ga:medium=cpc,
  • ga:campaign = the campaignName parameter, which we get using the getCampaigns method.

To ensure that the imported data match with Google Analytics data, follow these rules when forming the utm parameters of your ads:

  1. utm_source=criteo;
  2. utm_medium=cpc;
  3. utm_campaign = the campaign name in the Criteo’s UI.

Currency conversion during the ad cost data import

Unlike other ad services OWOX BI exports cost data from, Criteo's API can't provide data in the currency set in an individual Criteo user's account.

OWOX BI retrieves all cost data from all the Criteo users in uniform currency, which is USD, and then converts it according to your Google Analytics property's currency using the Open Exchange Rates API.

Due to this API limitations, the discrepancies up to 3% can be expected between cost data in your Criteo account and Google Analytics.

You can track the discrepancies in your exported cost data using the Data Monitoring service.

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