What UTM tags are required for the correct data collection and cost import to Google Analytics?

What are UTM tags?

UTM tags are small snippets of code you append to the end of your URL. Each tag consists of two parts — a UTM parameter and its value.

For example: www.example.com/?utm_source=google&utm_medium=cpc&utm_campaign=new_sale, where:

  • utm_source=google is a parameter named "utm_source" with value "google". It specifies to the advertising system or source that has brought a user to your website.
  • utm_medium=cpc is a parameter named "utm_medium" with value "cpc". It specifies to the type of traffic (in our case, this is cost per click).
  • utm_campaign=new_sale is a parameter named "utm_campaign" with value "new_sale". It specifies the name of the advertising campaign.

Note:How to add UTM parameters correctly if your website page URL is generated through a request parameter, for example, www.example.com/?page=12345. In this case, the UTM parameter must be added to the existing URL through the prefix "&". For our example, it will look like this: www.example.com/?page=12345&utm_source=google&utm_medium=cpc&utm_campaign=new_sale

Useful articles about UTM tags

In our blog, we published a series of articles about creating and using UTM parameters:

Requirements for the correct data collection and cost import to Google Analytics

To collect data correctly, OWOX BI requires your ads to contain at least these two  UTM tags: utm_source and utm_medium.

Advice:Please use the URL Builder tool from Google to check your labels.

When your ad has no UTM-tags or there is an error that does not allow to set the traffic source correctly, appropriate source / medium substitution logic is used (similar to traffic definition in Google Analytics) for each advertising service:

  source medium
Facebook Ads  facebook.com referral
LinkedIn linkedin.com referral
Bing Ads  bing.com referral
VK  vk.com referral
Yandex Direct yabs.yandex.ru referral
Yandex Market market.yandex.ru referral
Hotline  hotline.ua referral
Trafmag  trafmag.com referral
myTarget target.my.com referral
Sklik seznam cpc
Twitter twitter.com social
Criteo criteo cpc
Outbrain outbrain cpc


Processing dynamic parameters in UTM markup

While exporting cost data from ad services to Google Analytics, OWOX BI also transmits the values of dynamic parameters you use in ad URLs. Thanks to this, you can match visits and ad expenses by UTM tags in the Google Analytics Cost Analysis report. How to correctly export dynamic parameters from ad services to Google Analytics, read in our article.

Was this article helpful?
1 out of 4 found this helpful
Have more questions? Submit a request


  • 0
    PPC Matt

    Isn't the Facebook medium considered social?

Please sign in to leave a comment.