Which values will be recorded to the hit and session data tables when GCLID auto-tagging and manual UTM tagging data overlap in Google Ads?

When you use both auto-tagging and manual tagging in your Google Ads campaigns, then a tag overlapping problem occurs. In this case, OWOX BI processes the hit data as follows:

  • If an ad URL contains the filled GCLID and UTM source/medium (and optionally, UTM campaign, keyword, and adContent), then OWOX BI records the UTM values into the corresponding fields of the hit data tables. The GCLID parameter is ignored.
  • If an ad URL doesn’t contain UTM source/medium, yet does contain the filled GCLID, then OWOX BI records the values google/cpc into the corresponding fields of the hit data tables.
    The values google/cpc corresponds exactly to the Google Analytics processing flow.
  • If an ad URL doesn’t contain UTM campaign, keyword, and adContent, then OWOX BI records the value (not set) into the corresponding fields of the hit data tables.

The processing of the session data depends on the data upload priority selected in your streaming pipeline settings:

  • If you select “Manual tagging”, then OWOX BI uses the exact values from the hit data tables to collect user sessions.
    The session source/medium is based on the corresponding values of the last hit in that session.
  • If you select “Auto-tagging” and an ad URL contains the filled GCLID, then OWOX BI uses the values google/cpc to collect user sessions.

Please take a look at an example:

An ad URL contains the filled GCLID and UTM source=111, medium=222. The data upload priority is set to “Auto-tagging” in your pipeline settings. Therefore, OWOX BI will record the next values into the tables:
- hit data tables — traffic.source = 111 and traffic.medium = 222;
- session data tables — trafficSource.source = google and trafficSource.medium = cpc.

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