This article is relevant for the following pipelines: Meta Ads (Facebook & Instagram) → Google BigQuery, LinkedIn Ads → Google BigQuery, Criteo → Google BigQuery.
Default UTM source/medium values are crucial for ensuring accurate session cost attribution. Without them, discrepancies can arise due to missing or incorrect UTM data in your ad account.
When Do Discrepancies Occur?
Issues with UTM source/medium values may occur in the following cases:
- Missing UTM tags: No UTM tags are provided in the ad account.
- Incorrect UTM tags: UTM parameters are set up incorrectly.
- Unsupported short links: Certain short link types are not compatible.
- Ad type limitations: Specific ad formats prevent retrieving UTM tags through the API.
These issues can lead to inconsistencies between the UTM tags in your ad service and the data in Google BigQuery, ultimately affecting session cost calculations.
How Do Default Values Help?
By setting default UTM source/medium values in your pipeline settings, you can:
- Prevent discrepancies when UTM tags are unavailable.
- Ensure consistent data for session cost attribution.
These values act as a fallback, enabling OWOX BI to substitute missing UTM data with pre-defined source/medium values.
How to Set Default UTM Source/Medium Values?
You can configure default values in two scenarios.
Scenario #1. During Pipeline Creation
Specify the default values at step 6 of the new pipeline creation funnel.
Scenario #2. By Editing an Existing Pipeline
Edit the pipeline settings to add default values.
ImportantChanges apply only to newly imported data. Historical data will be updated with the new values only within the preset actualization window.
Which Default UTM Source/Medium Values Are Not Allowed?
The combination of google/organic as UTM source/medium is not allowed for the following pipelines: Meta Ads (Facebook & Instagram) → Google BigQuery, LinkedIn Ads → Google BigQuery, Criteo → Google BigQuery.
0 Comments