Tags help you track traffic sources more accurately. For example, this information lets you analyze how effective a certain type of advertising is (media, context, and so on).

The tag can consist of a single parameter or multiple parameters appended to the URL. This lets you monitor traffic generated from specific links.

Note. Tag content is recognized correctly if the site uses UTF-8 encoding.

The report is formed for the following tags:

From tags

The report shows all click-throughs to website pages with the parameter from={traffic_source in URL}.


Openstat tags

The report is formed using the following parameters:

  • Openstat Service — advertising service (for example,,, and so on).
  • Openstat Campaign — name of the ad campaign.
  • Openstat Ad — ad.
  • Openstat Source — ad display location.


UTM tags

The report is formed using the following parameters:

  • utm_source — traffic source. For example,,, and so on.
  • utm_medium — marketing medium. For example, cpc (or ppc), banner, email, and so on.
  • utm_campaign — name of the ad campaign.
  • utm_content — additional information that helps identify the ad.
  • utm_term — keyword.

If you don't specify all the parameters when forming links, pay attention to their order: utm_source, utm_medium, utm_campaign, utm_content, utm_term.


Using the utm_referrer tag

Use the utm_referrer tag to allow Yandex.Metrica to correctly detect the source of a click-through when there is a JavaScript redirect, or when users navigate to your site with the HTTP protocol from a site that is only available over HTTPS (more information about switching to HTTPS). For example:


  • is your site.
  • is the referral source.

Tag data is sorted according to how the groups are positioned on the report page, and shown in two ways: