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Work algorithm

If you wish to mark an ad channel, it's necessary to tag all corresponding links. You can use the rs, utm or _openstat tags at the moment, however we also check the gcid and ycid tags.

The tags below are listed in order of priority:

  1. The rs tag is being checked at first. If it's absent, then

  2. The utm tag will be checked. If it's absent, then

  3. The _openstat tag search follows. If the tag isn't found, then

  4. The from tag will be checked.

What is the rs tag?

The rs tag is of high priority. It allows maximum flexibility in organizing a tree hierarchy in Roistat reports just use underscores to create branches of such a tree.

The rs tag in a link looks like this: http://site.ru/?rs=VKontakte_Advert_lookofyoung_post1 .


Below is an example of such a link in the Analytics report:

As the result, levels in the reports in Analytics and Multi-Channel Analytics will be created with corresponding data shown.

The rs tag can contain any number of levels.


Below are the examples of other kinds of links with the rs tag:

site.com/?rs=vk_ad_lookofyoung_post1

site.com/catalog/page.php?rs=priceru_pies_homity

site.com/flowers.html?param=p&rs=site_company1_ad7

How the utm tags are processed?

The utm tags generate levels in Roistat reports according to the following parameters listed in order of priority:

  • utm_source: traffic source – direct.yandex.ru, begun.ru etc;

  • utm_medium: marketing medium – cpc, banner, email etc;

  • utm_campaign: the ad campaign name;

  • utm_content: the ad;

  • utm_term: keywords.

How the _openstat tags are processed?

The _openstat tags generate levels in Roistat reports according to the following parameters listed in order of priority:

  • openstat_service: service ID;

  • openstat_campaign: ad campaign ID;

  • openstat_ad: ad ID;

  • openstat_source: the ID of an ad platform, section, web page or web page section where the corresponding ad is shown.

Learn more about the _openstat tag here.

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