Added dynamic parameters in UTM tags

[mehadihasan123456]

To correctly compare data from Yandex.Direct and Google Ads with data from Yandex.Metrica, we re-entered UTM tags in all campaigns. We added all sorts of dynamic parameters to them, including {campaignid}, which was previously added only in individual campaigns.

The whole problem is that Google's Smart Shopping campaigns, unlike regular ones, have fewer opportunities for optimization. In Smart Shopping campaigns, we can only influence the list of advertised products, the target location (Geo), the device type (for example, turn off tablets and mobiles and leave only desktop) and the placement location (sites). Google Ads does not give us data on sites in UTM tags, so we are left with {product_id}, {device} and {loc_physical_ms}. We added them.

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Result: CPO reduction by 100 rubles and an increase in orders bitcoin data by more than 1.5 times
Now we no longer need to manually compare all the data. They are automatically pulled into our Power BI report from advertising accounts and analytics systems.

The data is updated every hour, which gives us the opportunity to see in real time which products are experiencing a drop in CPO and a decrease in orders, and where, on the contrary, there is growth.

By regularly working with data from the automatic report, we gradually managed to reduce CPO from 866 to 724 rubles while simultaneously increasing orders by more than 1.5 times.