Analytics and attribution

UTM tags

URL parameters (utm_source, utm_medium, utm_campaign) used to label campaigns for analytics.

UTM parameters mark source, medium, campaign, content and keyword so analytics tools can slice visits.

On marketplaces classic UTMs do not always work the same way. Wildberries external-traffic UTM flows have changed, so sellers need alternative attribution.

Mobzio measures external traffic via deeplinks and APIs: you see link clicks and can connect them to orders instead of relying only on marketplace UTM reports.

UTMs remain useful for owned sites and ad platforms. For WB product cards, a clear source → deeplink → order path matters more.

Related resources

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Analytics and attribution
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