How to fix sources and in Google Analytics

On most Google Analytics accounts, our customers see traffic sources that for many professionals may not be clear in understanding and conducting efficient analytics using source/medium sharing. Of course, we are talking about and

Our solution

If you want to verify revenue and have more accurate data from advertising campaigns, it’s a good idea to assign these traffic sources to Google paid campaigns (google/cpc). According to the article “References come from the address or” – this is traffic from the Google Ads campaign and Google Ad Manager.

It is worth noting, however, that the solution to the problem, contained in the article from Google, did not work for our customers. Although auto-tagging was enabled, the above sources in the reports still happened.

Solution? Filters!

Below I would like to present in a few steps how to add the above mentioned sources to “google/cpc”. This is not ideal because Google Analytics will not recognize the exact movement campaign, but only the source and medium. However, this will help minimize negative situations and avoid assigning these transactions to inappropriate sources.

What filters to use?

(graphic version under the text guide)

We change the medium to “cpc”


  1. We go to Filters in Google Analytics administration.
  2. We add a new filter with a name, e.g. “ / referral – medium“.
  3. We set the filter type to“Custom”.
  4. Click on “Advanced“:
    1. “BoxA – Extract A”we select“Campaign Source”and paste ““.
    2. “FieldB – Extract B”we select“Campaign Medium”and paste “referral“.
    3. Output – Constructor” we select “Medium campaign” and paste “cpc“.
    4. Checkboxes ” Requiredbox A“, “Required field B” and ” Replace outputfield” should be selected.
  5. We save the filter.

We repeat the action with the inclusion of “”


  1. We go to Filters in Google Analytics administration.
  2. We add a new filter with a name, e.g. “ / referral – medium“.
  3. We set the filter type to“Custom”.
  4. Click on “Advanced“:
    1. “BoxA – Extract A”we select“Campaign Source”and paste ““.
    2. “FieldB – Extract B”we select“Campaign Medium”and paste “referral“.
    3. Output – Constructor” we select “Medium campaign” and paste “cpc“.
    4. Checkboxes ” Requiredbox A“, “Required field B” and ” Replace outputfield” should be selected.
  5. We save the filter.

After following the above steps instead of “” and “” Google Analytics will present in the reports “ / cpc” and “ / cpc”, which is not yet a total solution.


We change the source to “google”


  1. We go to Filters in Google Analytics administration.
  2. We add a new filter with a name, e.g. “ – source“.
  3. We set the filter type to“Custom”.
  4. Click on “Search and replace“:
    1. “Filterbox”is set to“Campaign Source”.
    2. In the“Find the string”box, paste ““.
    3. In the“Replace “paste “google”box.
    4. We can verify the data after you save the filter.
  5. We save the filter.


We repeat the action with the inclusion of “”


  1. We go to Filters in Google Analytics administration.
  2. We add a new filter with a name, e.g. “ – source“.
  3. We set the filter type to“Custom”.
  4. Click on “Search and replace“:
    1. “Filterbox”is set to“Campaign Source”.
    2. In the“Find the string”box, paste ““.
    3. In the“Replace “paste “google”box.
    4. We can verify the data after you save the filter.
  5. We save the filter.


Graphic guide




Must have in the online store in 2020

Due to the accelerated digital transformation in companies around the world, we have prepared the most important elements that affect the sales outcome statistically in a large part of online stores.

Although for each of the following points you could write a separate guide, here the goal is to pass on a kind of compendium of knowledge in a nutshell.

We encourage you to experiment with each of these elements.

  • User-friendly home page

The home page should be interesting in the first place to encourage the transition to the next stage of the shopping funnel:

  1. Home page.
  2. Search page.
  3. Category page.
  4. Product page.
  5. Product page – interest (e.g. viewing it for more than 5 seconds).
  6. Product page – engagement (e.g. zooming in on the photo, getting acquainted with the product specification).
  7. Add a product to your shopping cart.
  8. Go to the order page.
  9. Purchase.

As you can see above – the home page is only the “cover” of your store – introduction to further actions of potential customers. Just as many people rate the book by cover, so in this case – the home page is seen as your business card.

Therefore, the more it is worth going beyond the ranks! How do I do this? Prepare interesting graphics related to your product during its use, create interesting product collages, show the most interesting offers from your store … There are a lot of possibilities.

Add the most important information for a new and returning user.

Do you offer free delivery? Are you doing a seasonal or occasional promotion? Put it on the home page!

Encourage the user to go to the product page, where it will be a few steps closer to conversion – purchase.

  • Promotional actions

This is not a single promotional campaign for half a year. Try to constantly surprise the users of your store.

Add an interesting free to order, create a promotion for selected products for which there is currently a lot of demand, so you will sell even more of them.

Create time-limited promotions and add a countdown counter to your store’s website until it ends. This is a proven strategy that causes a shopping boost. You can also add a counter to your product page and send it in newsletters.

If your product is already in low storage, you can add an auto-message that it may be missing soon. This message may affect your faster purchasing decision.

  • Contests with prizes

Engage the users of your store with various interesting competitions. It can be a contest for the most interesting use of the product, for the best holiday photo with your product in the main role, for the most interesting advertising slogan associated with your brand.

There are a lot of ideas – use them!

  • Social actions for local or national actions

Show your customers that you care about the local or national community and that you support interesting initiatives, such as eIA or directly hospitals during the fight against the epidemic.

  • Information on an extended delivery process during exceptional situations

If, for various random reasons, the lead time is extended – we recommend that you communicate this to users. Currently, most users expect delivery within a few business days. If this process is already extended to 5 or even 7 – it is worth adding such information. This will put customers on a longer expectation for delivery won’t worry about what happens to their order.

  • Product descriptions

In a physical store, you are able to accurately state the characteristics of the product and its use in practice.

In the online store, you have only a photo, description and specification. The price is immediately visible without asking the seller, and only a few users will benefit from the email, phone or even chat contact.

Use the description of how best you can. Describe the product using language benefits, not forgetting the principles of SEO. In the description, provide information such as the appearance of a product (if relevant), its use and the added value of using it.

  • Texts on the category page

Without texts describing the categories of products contained in your store, the chances of high positions in search engines are slim. Use meta title, meta description and place interesting text under products, over products or sidebar. Add interesting content also on the rest of your store pages. However, category pages are key to listing with several different products at once (provided you don’t sell specific products they are looking for for the recipient, such as repair parts or a specific model of a popular device).

Read our article: Is it worth adding category descriptions in the online store?

  • Photos

Show your product from different shots and in different applications. This will stimulate greater desire and stimulate the imagination of potential users.

Try to use high-quality photos so that the user can get a thorough understanding of the look of the product.

  • Competitive offer

Try to get acquainted with the offer of competing companies at least once a week. Review their pricing policy, product presentation, or technological innovations they implement. This will allow you to stimulate creativity and focus on achieving consistently better results of your store.

  • Return policy

If the law requires you to allow refunds only from consumers and for 14 days – nothing prevents this deadline from extending and including entrepreneurs. This will certainly be noticed by users and can affect the conversion rate.

  • Appropriate delivery and payment methods, easy choice on the order page

Try to respond to the voices of your customers. If they expect to add another delivery method – do what you can to share it.

For example, if in the first shopping step the user must provide his address and only at the next stage gives the pick-up point – he may not go to this step at all, because he will think that you offer only delivery by courier (because first you need to provide an address, and the user does not see the possibility of choosing the pick-up point).

You can graphically inform you about how to deliver and pay e.g. footer on your website.

More and more stores are betting on deferred payments – maybe it’s time to introduce them in your store as well?

  • Pro-client approach

Try to respond efficiently to social media, instant messaging, email or chat messages. Answer phones and treat customers with courtesy.

Resolve their affairs and help with orders.

Adequate customer service will allow you to be attached to the brand and should affect customer loyalty.

  • Marketing Automation Scenarios

The road from knowing your brand or new product to purchase can be very long and last up to 6 months or in extreme cases – 1 year.

Use this time to build a relationship with a potential customer.

Send interesting content about your offer, show what your brand cares about.

Create a scenario where you first tell your brand story, foundation, foundation, and most important information (lead nurturing), and only send marketing messages later.

  • Email Marketing

A large number of online stores limit their activities to newsletters, and that’s a big mistake!

Use transaction alleviations to build an even better shopping experience. Use interesting phrases if you reach mostly young people or use an elegant style if your customers are those who value classics.

In the newsletters, be sure to keep you informed about special offers and promotions, news and any facilities you have made.

  • Push Notifications

Although some call them a newsletter for 2020, their biggest disadvantage, and at the same time the advantage is the inability to return to historical messages.

Push notifications (not mistaken for pop-up messages) can be used in a myriad of ways. Don’t just limit yourself to promotions and news. Also, let us know how the price of the product you viewed, or remind you what you left in your shopping cart.

  • Pop-ups

Use them in different ways, not forgetting the bounce rate tests (because using them too often can lead to the user leaving the page). The least invasive method seems to be pop-up pop-up when trying to leave the store without making a purchase with information about a special discount for writing to the newsletter.

This will help you obtain a user’s email that you can use for the entire Marketing Automation process and you may get them to purchase at a discount for your first purchases. An attached, loyal and committed user is the most valuable thing you can gain, because the cost of acquiring a new customer is usually the most expensive.

You can also enter a pop-up informing you about current transactions on the store’s website, counting down to the end of the promotion or showing the current bestseller.

  • Recommending frames

Use AI and eCommerce data to prepare personalized product frames. Place them, for example, in the case of category page, search results, product, shopping cart or thanks for your purchases. A customized product to the user can increase conversion and improve the experience of website users.

  • User Experience

Try to place an order in your own online store from time to time. Point yourself to the notebook you encountered problems during purchase, and what solutions you saw done better in the competition. You can check that everything is working properly in the store. This is the best and easiest way to prepare a store that is attractive to other users.

If the scale of your store is already much larger, use external tools such as HotJar or FullStory to study how users interact with your site.

  • Reviews

Allow users who purchased the product to add feedback. This allows other users to know if the product is worth the price or what problems it may have (e.g. undersized). This will reduce the percentage of returns and customers will be more satisfied.

You can encourage existing customers to leave feedback, rewarding them with an additional discount on subsequent purchases.

  • Influencer Recommendations

Take advantage of the reach of famous people with Influencer Marketing. Get along with interesting public people associated with your industry. This will increase your brand’s reach with its recognition and present the so-called Social Proof. The ideal situation is when Influencer is really interested in your product, which will allow for even greater authenticity of the campaign.

  • Live Chat

It is no secret that the differences between the brick-and-mortar store and online are carefully blurred by e-business owners. One of the elements on which they should focus heavily is the service, because it is she who often decides whether the customer will make a purchase with us or return once again.

The form of contact should be easily accessible to the customer and clearly visible in the store, and in an excellent scenario supported on the fly. Today, the main forms of contact with the customer are the hotline and chat on the store’s website.

If you want to run livechat for customers in your online store for free, we recommend using the plugin that Facebook offers for free. Your Page will display a pop-up to Messenger that customers can contact and messages will be redirected to your fanpage’s inbox.

TIP: Such flowing leads can create you an interesting collection of people who are interested in your product or service and you can use it by creating audiences under ads.

  • Wish list

This is another basic element of the store, which, contrary to appearances, customers are very happy to use. With this functionality, they can create shopping lists, add products to favorites, and share their choices with friends (which is very popular in the beauty industry or before the holiday season). Having such an element on the site also has many benefits for the entrepreneur, such as the possibility of informing customers when a product from their list is in promotion or displaying more tailored recommendations.

  • Cross promotions with other online stores

Do you sell interior design elements and your clients are mainly women aged 45+? Make friends with a store offering e.g. natural cosmetics and talk about potential cooperation. Replace, for example, the discount coupons and send them to your customers. Examine the results and learn the lessons for the next cooperation.

Keep in mind, however, that it is your users’ database so such actions should only be carried out occasionally.

  • SEO campaigns

SEO campaign usually consists of 3 factors:

  • content – texts on your store’s website and those hidden in meta tags,
  • tech – technical facilities resulting in proper indexing,
  • link-building – adding articles to valuable pages along with a link to your store.

Use all 3 pieces of the puzzle. Let your store appear in the top positions on Google!

It is worth paying attention to:

  • uniqueness of content,
  • keywords – prepare their list first,
  • meta title tags, meta description, canonical, follow/nofollow,
  • analysis in Google Search Console (including connection to Google Analytics),
  • Don’t forget to add a sitemap to Google Search Console
  • robots.txt file,
  • manually verify indexing results by searching for “” on Google,
  • you can also add news related to your industry or products to increase the amount of valuable content.

SEO is one of the cheapest ways to reach users. Try to position valuable pages under the appropriate key phrases. This allows users to efficiently find the desired pages when searching for a phrase associated with it.

  • Google Ads Campaigns

Present your offer to users who are currently looking for your search offer without waiting for SEO effects. Also, use the Display Network to reach users who were on your Site or are interested in your products. If you also have a Google Merchant Center account set up, create Shopping campaigns that directly show your ad for a photo, name, price, and product delivery costs.

Don’t forget keyword matching – this is especially relevant in the Search Network. Many inexperienced in this tool sets the keywords in an approximate match, which does not guarantee a high return on investment. This is one of the most common mistakes we see on smaller ad accounts. Read more in the article: Keyword matching options. Remember – The longer reach of your ad and the associated more clicks come at a higher cost and not always reaching out to people directly interested in your products.

  • Facebook Ads Campaigns

Get the most out of your Facebook, Instagram, and Audience Network campaigns. Don’t forget to set up your pixel and product catalog correctly with their combination. Technically, don’t limit yourself to the options recommended by the system, and the content isn’t limited to promoting whiteboard posts. Prepare interesting advertising creatives tailored to different placements.

You can use the targeting options for users who interact differently with your website or FB/IG, or reach different combinations of interests, demographics, or workplaces.

Don’t forget to use look audiences – especially for those users who made a purchase (LLA – Look-a-Like Audience).

Read our article: Use Facebook Ads directory campaigns

  • Social media

You don’t have to do an ad campaign right away, which will become viral all over the web. Try to prepare interesting and engaging content. Also, do not forget about systematicity. Verify what posts your brand’s fan group responds most often, what hashtags give the best results or what time it’s best to post.

Use creator studio to plan to help you organize your work when planning posts on FB/IG.

  • Affiliation

Affiliate marketing is mainly an advertising system that allows you to settle for the resulting effect (e.g. online store sales).

When verifying the effects of cooperation on such terms, it is worth paying attention to unpaid orders and refunds. Depending on the conditions for cooperation with the affiliate system, you may not need to settle for such transactions.

  • Analyst

Without a properly functioning analytics – the minimum through Google Analytics – no one is able to develop the online store efficiently. In addition, be sure to install an improved e-commerce module that will allow you to to accurately assign each transaction to its source or to test the sale after the product category.

Technical integration can be long, costly and tiring, but you will certainly be pleased with its effects. Finally, you will be able to better verify sales results and make better decisions.

Going forward, it’s also a good idea to deploy Facebook Analytics, which will be able to provide you with your entire shopping path through pixel data.


Referrals from banks and payment intermediaries in Google Analytics – solution

If you use payment gateways in your shop and conversion counting is integrated after the payment process, you may have encountered different banks or payment intermediaries in your Google Analytics reports. This article explains how to resolve the situation so that Google Analytics assigns transactions to the correct traffic sources.


List of exclusions of referring sites

The solution will be to use the List of Exclusions options for referring sites. When you add domains from payment gateways, the system will not split the session into two, so that the correct traffic source will remain.

  • Go to administration and select The List of Exclusions of referring sites in tracking notices.

  • Add the domains of payment intermediaries that you follow in the Source (or source/medium) report in turn. You can also use the finished list below based on several online stores of our customers.

List proposal


This is worth remembering

The above list is not tailored to the individual needs of your online store. This is just a collection of referrals from several of our customers. You may be using a different payment gateway that is not included in the list. In such a situation, the most important thing is to analyze the traffic in your own store and add the appropriate exclusions of the referring sites.

If you work with one of the above websites and there is a link to your store, as a result of the steps presented, the domain will be excluded (and exactly the traffic will be assigned as direct – direct). In this case, the solution will be to appropriately mark the link with UTM values, using the source value, medium, and campaign.


  1. By adding the appropriate Exclusion to the referring site, Google Analytics will not split the session into two separate ones when you return from the payment gateway. The session source is retained.
  2. If traffic comes from a excluded site, the source is assigned direct/none, so it is important that UTMuse manual tagging.


Use Facebook Ads directory campaigns

65 million companies have their website on FB, and 6 million companies are active on this most famous social network.* Numbers do not lie – if you want to take your business to the next level, increasing sales, advertising on FB is an excellent way to attract new customers.

Effective advertising on FB – what to bet on?

FB Ads give you great opportunities when it comes to ad setup. One of the goals, most popular ly chosen by owners of online stores, is “conversion” and then – “sale from the catalog”. Why this type of ad? Simply put, it is the most effective. Besides, catalog ads are dynamic, giving you much more customization.

Catalog ads – where to start?

Before we describe the possibilities offered by this type of advertising on FB, let’s start with the actions that open the way to starting its configuration …

Create a catalog

Of course – first you need to create a catalog. There are a lot of options in this case – it can cover products and/or services of various types Only after it has been fully imported, it is possible to create an ad. It is worth knowing how this is done.

Directory connection with FB

The list of products you want to have in the catalog must be “uploaded” through Catalog Manager. Fb advertising system accepts XML or CSV files. Another important issue is the automatic updating of the directory. In this case, it is good to use the schedule. Thanks to it, the status of current products and novelties with their prices will change on an ongoing basis, without the need for any interference. Another issue is a properly installed FB pixel.

FB pixel configuration

A well-configured pixel is one that collects all saved events. What could be such an event? For example, adding the goods to the shopping cart, entering a specific subpage or abandoning the order just before the sale is finalised. It’s up to you how many events you’ll set up. The most “basic” is, of course, entering the website. Importantly, even though pixel configuration is not necessary to run directory ads, without it it is difficult to write about any major effects and benefits of such activities…

Dynamic ads on FB

As we have already mentioned, directory campaigns are dynamic. This means that they promote specific products/services to people who were already potentially interested in the company’s offer online. Their great advantage is that you don’t need to create a separate ad for each product, and the advertising system will select them yourself based on specific criteria.

Advertising opportunities offered by the product catalog

The “Sales from catalog” ad is a huge opportunity that allows you to effectively reach potential customers with personalized products.

Remarketing activities

Remarketing is one of the more effective ways of promotional activities. Targeting ads to people who already know your brand or business in the vast majority of cases allows you to achieve a higher conversion. “Sales from the catalog” can be directed in this case, for example, to people who only browsed the product or added it to the basket without finalizing the transaction, but not only. There is also an option to target ads to customers who purchased the product within a specified period of time (e.g. within the last 60-180 days).

Effective cross-sell

Another way to increase sales is cross-selling activities – so-called. “for sale”. Offering complementary products is very effective – especially if they are offered as soon as customers make purchases. Be sure to add the right marketing message when setting up this type of ad!

Target based on interests

Although many people say that reaching potential customers based on their interests is not one of the simplest, it is possible! It all depends on the experience of the person setting up the ad and knowing the profile of the current customer of the company. It is rare that one criterion is sufficient. Keep in mind narrowing your audience. Then getting to the right people is definitely more real, but… may it be worth clarifying who these “right people” are…?

The product catalog allows you to reach your customers

Writing “customers”, of course, I mean both current, potential and those who do not even know that they will soon purchase your product!

Current and potential customers from an external list

If you have an external customer list that includes e-mail and/or phone number, it is very easy… All you need to do is import it and the advertising system will already know who to view your product catalog. However, this method is not used as often as you would expect. Many companies reach their current and potential customers through the newsletter and then usually advertising on FB is no longer needed. Customer lists can also be used for lookalike audience…

Lookalike audience – similar audiences on FB

Recipients similar to your current or potential customers can be selected from both an external list and events collected by the FB pixel. The most important thing is to have a properly configured Custom Audience, because it is based on the ad system that selects similar audiences. If you would like to ask in this place – at what angle? FB takes into account interests or demographic data.

Current and potential customers “remarketing”

As I mentioned, remarketing is not so much necessary, but even necessary for promotional activities on the Internet. If you set up an FB pixel accordingly, you’ll effectively collect people who perform specific actions. Another point is also indirectly associated with this point…

People who are not yet branded

Let’s add – unbound, but with a high probability – potentially interested in it… If you know your company’s customer profile carefully, you certainly know exactly what criteria for setting the target campaign group to consider. Interests, location, age group… Fb advertising system gives great configuration possibilities. It’s important to make the most of it by narrowing your audience…

The right audience selection is only part of the success…

After all, it matters not only to whom we show it, but also what we write! Although I move all the time in the area of “sales from the catalog”, the photo and the product itself are not everything … The content of advertising and its form are no less, and sometimes – even more relevant. However, the product catalog-based advertising is personalized at almost every stage of the setup…

Create a message

Knowing who you’ll be reaching, you can set a short but at the same time a specific, evocative marketing message. One of the simplest cases is when you “remind” about products to people who have added them to the basket without finalizing the transaction. However, you will certainly create a completely different message for customers who bought “product A”, and you want to recommend them also “complementary – B”.

Product/product presentation

One of the main advantages of catalog advertising is the ability to present more products. Carousel – surely more than once you have already seen such a form of exhibition of goods. The more products you show, the greater the chance that one of them will get the taste of the recipient of your ad. But be sure not to “overdo it” the other way around… What too much, it… makes it difficult to choose! 🙂

Presentation of the price

Very often, your ad shows overpriced products. Carousel advertising gives you the opportunity to show two prices – regular and new – lower, which affects its effectiveness. After all, most of us like to see how much he saves, right? Especially if these are larger amounts that can easily be converted into other benefits.



Piotr Kiljański, E-commerce Manager in the

Tennis Zone,

emphasizes the great importance of the product catalog when implementing the assumptions of the sales funnel:

It would be a big mistake not to realise the potential that shopping campaigns currently offer using the product catalog. Well planned, allow you to reach the recipient with the appropriate product category or with a specific product at exactly the stage of the shopping funnel as we previously programmed. Of course, they work best during remarketing campaigns, but we should not forget their capabilities for groups such as “Look a like” and the “Collection” ad format using our product catalog.


Monika Sobolewska, Facebook Ads & Google Ads Expert in SPACE ADS,also puts on “Sales from the catalog”, noting the high effectiveness of this advertising format on FB:

If I had to choose one ad format for Facebook Ads, I would definitely choose “Sales from the Catalog”. According to me, this is the most effective way to reach potential customers with your products. By combining with the list of products in the store, we do not have to decide which of our products we will present in the ad (we do not even need to create a graphic creation!). By optimizing Facebook, those products that generate more interest will be displayed more frequently. As a result, people see what they want to see, and it is not known from today that Facebook knows better than us what we like ;-). If we add opportunities to remarketing and rescue abandoned baskets, we can treat the remaining advertising formats as a complement to the “Sales from Catalog” campaign.



Want to have well-optimized product catalog campaigns? Check the steps below:

You have a product catalog and it is added in “catalogues”.
You have a pixel installed on the site along with the events you need.
The pixel is linked to the product catalog.
The catalog for diagnosis does not detect any errors and there is a combination of pixel events with products in the catalog.
You have your first set of products.
You have your first “catalog sales” campaign! 

*portal report on entitled ‘Social Media’ 2019′