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

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

Note: If you already have a question mark "?" in the destination URL, followed by a request parameter, you need to add UTM-tags to an existing URL parameter with "&" prefix.

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: