On July 22, Wildberries disabled the UTM analytics section. Let's look at what alternatives there are and how to count orders from external advertising through the official WB API.
Try on one placement How does this workRelated: article about disabling a partition · external traffic analytics
| Source | Transitions | Orders | Conversion |
|---|---|---|---|
| Telegram channel A | 1 240 | 98 | 7,9% |
| Blogger · placement B | 860 | 41 | 4,8% |
| VK · advertising C | 2 100 | 12 | 0,6% |
| QR packaging | 310 | 19 | 6,1% |
The “External Traffic” section in the Wildberries seller’s account - with the generation of UTM links and a report on transitions - was disabled on July 22, 2026. Many sellers searched for: “wildberries utm tags do not work,” “WB has disabled external traffic, what should I do?”
In return, Wildberries offers to track external channels through substitute items. Below is a fair comparison of this approach and analytics via the official WB API.
An alternative to the Wildberries “External Traffic” section is not just one service, but a choice of accounting model.
| Replacement articles | Analytics via WB API | |
|---|---|---|
| How it works | separate article for each channel | deep link + order data from your account |
| Settings | manually, for each placement | connecting a token, a couple of minutes |
| Maintaining | need to keep track of stock and items | not required |
| Breakdown by bloggers | limited | for each source separately |
| Price | paid (limits / payment for items in the WB account) | paid service |
Both methods work. Wildberries substitute items are a paid tool; with dozens of placements, both the cost and the operational load increase.
Three steps - without relying on the disabled UTM section.
Create a deep link to the card and give your link to every source - blogger, channel, QR, advertising.
Connect your account via the official WB API - the token is read-only. Instructions: /help/wb-api.
You see for each source: transitions → orders.
We do not use the WB UTM section. Attribution is based on order data and our algorithms - disabling sections of the marketplace does not affect this.
How to read the report
The report is needed to see which placement attracts orders and which does not. One blogger with a noticeably higher order conversion rate than another is already a reason to shift the budget.
The numbers may not coincide with the Wildberries report: a click from a phone and a purchase from another device, an order a week later, a search for a product after a click. This is a site limitation. The reference point is the difference between the sources, and not a number-to-number coincidence.
Practice: start with one placement, look at the picture of transitions and orders - and decide whether to scale further.
List of sources, transitions, orders, conversion - an impersonal example of proportions.
| Source | Transitions | Orders | Conversion |
|---|---|---|---|
| Telegram · newsletter | 980 | 72 | 7,3% |
| Blogger · Stories | 1 520 | 38 | 2,5% |
| Advertising · YAN | 3 400 | 17 | 0,5% |
Demo data. Not a screenshot of someone else's account.
There is no need to rebuild the entire work. Take one blogger, set a deep link and see what the report shows.
Try on one placementAPI instructions: /help/wb-api