This article is about Universal Analytics properties, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties). If you haven't already, start using a Google Analytics 4 property.

Referrals are from or

Traffic from your ads served on AdSense or Google Ad Manager.

Referrals from are clicks on your ads showing on the Google Display Network—specifically, ads showing on publisher sites in the AdSense program—for which the destination URLs have not been tagged.

If you notice appearing in your reports, check to see if auto-tagging is turned on in your Google Ads account, and that your own campaign variables are labeled correctly.

Similarly, referrals from are clicks on ads showing on the Google Ad Manager network.

Related resources

Learn more about Destination URL tagging.

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