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With the help of the link tagging, you can track the sources of the visits to your website. Weblinks are marked with tags, which transmit to the Roistat Analytics the information about visits to your website from marketing platforms. It can be used to rate the effectiveness of internet marketing.

Roistat uses its own tags -  roistat and roistat_param and recognizes UTM and openstat tags. When you add the marketing channel, you should tag all the published links with the roistat tag. If weblinks are already tagged by the UTM and openstat tags, you may not add the roistat tag.  

(warning) If you want to leave the current UTM and openstat layout without using the roistat tag, read this instruction.

The values of UTM and roistat_param tags can be transmitted to the additional fields of CRM. Read more in the following articles: Lead hunter, Calltracking, Integration setup

The arrays of the Analytics reports are formed up on the basis of roistat, UTM and openstat tags. 

If the weblink already has some tags or GET-parameters, you should replace the ? to & in the tags below. So, there should be only one question mark in the address bar. 

For example, the tag of the advertisement http://site.com/?utm_source=ad&utm_medium=cpa&utm_content=offer1&utm_campaign=123 should look the following way after adding the roistat tag: http://site.com/?utm_source=ad&utm_medium=cpa&utm_content=offer1&utm_campaign=123&roistat=direct4_{network}_{group_id}_{ad_id}

The roistat tag

(информация) There is an abbreviated version of the roistat tag - rs tag. 

The parameters of the roistat tag differ according to the marketing channel

Here is the example of the roistat tags in various weblinks:



http://site.com/?roistat=instagram_MyAccount_MyStoryPost (MyAccount - your Instagram account name, MyStoryPost - post title)


Each roistat tag may contain up to 7 parameters. This allows us to form up the arrays of the Analytics reports with maximal effectiveness. Parameters of the tag are separated by underscores. Each parameter has its own array in the Analytics report. 

How to add the tag manually 

If the lead in CRM was created manually, the additional field roistat should be filled in manually as well. You should enter the parameters of the order to form up the arrays of the Analytics report, so the lead could take the needed position in the report. The titles of the arrays should be separated with underscores just like in link tagging.  

Example: you placed the billboard campaign In the offline-marketing channel. Your billboards are situated in several discricts of Chicago: Cabrini-Green, Goose Island and River West. If you receive the lead from the billboard situated in Goose Island, the report on the roistat field in CRM will have 3 arrays: offline-marketing_billboard_goose-island

(warning) If the title of the array contains underscore, for example, offline_marketing, the underscore should be replaced to :u: (offline:u:marketing) so it can be recognized by Roistat as a single array of the report. 

The UTM tag

The UTM tag has the following parameters: 

  • utm_source - sours of the visit or marketing platform (for example, facebook or google)

  • utm_medium - advertisement type (CPC, banner, email message)
  • utm_campaign - name of the marketing campaign
  • utm_content - additional information about the advertisement
  • utm_term - key phrase

Analytics reports on visits with UTM tags are separated to arrays in the same order as reports on visits with roistat tags. 

The example of UTM tags in the weblinks: 



The openstat tag

The openstat tag has the following parameters: 

  • openstat_service - marketing service ID

  • openstat_campaign - marketing campaign ID

  • openstat_ad - advertisement ID

  • openstat_source - ID of the platform/section/webpage where the advertisement was shown.

Analytics reports on visits with openstat tags are separated to arrays in the same order as reports on visits with roistat tags. 

The example of openstat tags in the weblinks: 



The roistat_param tag

The roistat_param tag is used to transmit the additional information about the visit to CRM. The roistat_param tag has the following characteristics:   

  • maximal length - 255 symbols
  • strung data type- строка (string)

  • the number of the parameter should always be stated - roistat_param1, roistat_param2, etc.

Example: if you make wholesale and retail sales, you can separate the visits by wholesale and retail sales. To do it, add the tags roistat_param1=wholesale and roistat_param1=retail to the weblinks:



You can transmit not more than 5 additional parameters using the roistat_param tag: roistat_param1, roistat_param2, roistat_param3, roistat_param4, roistat_param5.

You can form the reports in the Analytics on the additional parameters.

There are two ways of adding the roistat_param tag:

  • manually, in the advertisement weblink
  • using the JS-script in the webpage code before the Roistat tracker:
window.onRoistatModuleLoaded = function () {
  window.roistat.page.params.roistat_param1 = "retail";

(warning) Using the JS-script, you can transmit the values of your own variables to the roistat_param tag.

The values of the roistat_param that are transmitted using the GET method are saved after the first visit on the webpage. If the visitor goes to another webpage, the GET-parameters of the roistat_param are not saved. To save the values of the roistat_param, use the JS API.

The sequence of the processing of the tags

Tags parameters are processed in the following sequence: 

  1. roistat tag

  2. UTM tag
  3. openstat tag
  4. referer value

(warning) If these tags are absent, and the referer value doest not contain the information about the source of the visit, the visit is direct.

Roistat tags after disabling the marketing channel

(warning) After disabling the marketing channel, roistat tags are saved in the marketing channel.


If you have any problems with link tagging, contact our support service

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