March 15, 2023 — OWOX BI Streaming. Changes to default 'source/medium' values for Facebook, Instagram, and Youtube traffic without UTM tags



We've updated the rules for determining the 'source/medium' fields for cases when Facebook, Instagram, and Youtube traffic do not have UTM tags. Starting from March 15, 2023, we've made changes to the default 'source/medium' values for traffic from Facebook, Instagram, and Youtube that do not have UTM tags.

With this release, OWOX BI streaming will now use the same parsing rules for defining the 'source/medium' as Google Analytics, ensuring consistency across both platforms. These changes apply to both GAU hit-based streaming ('streaming_' tables) and GA4 events-based streaming ('events_intraday_' tables).

Before After
facebook / social / referral
instagram / social / referral
youtube / social / referral


Important!These changes do not affect historical data, so your previous data will remain intact.

However, if you need to update your 'streaming_' tables or 'events_intraday_' tables for the period before March 15, 2023, according to the new rules, please contact your dedicated support manager in OWOX BI. Please keep in mind that this service is not included in your regular subscription fee and will be charged additionally.

At OWOX BI, we are always working to improve our products and services, and we are committed to providing you with full and accurate raw data. We hope these changes will enhance your data analysis and improve your overall experience with OWOX BI Streaming.

If you have any questions or feedback, please don't hesitate to contact us via

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