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The platform reads UTM tags from the links visitors arrive by and saves them at registration and payment. This way you see which channel a student came from and which ad brought the payment. Ad system counters — Meta Pixel, Google Analytics, Yandex Metrica and VK Ads — are connected through custom code and receive goal events automatically.

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How the platform saves tags

1

A visitor follows a link with tags

For example: https://myschool.ru/?utm_source=instagram&utm_medium=cpc&utm_campaign=autumn. You can add tags to a link to any school page.
2

The platform remembers the tags in the browser

The tags are saved in the visitor’s browser. If the visitor closes the tab and comes back later without tags, the platform still knows the source until the storage period ends.
3

The tags are attached to actions

At registration, the tags are written to the user card. At course enrollment, they go to the access data. When an invoice is created, they go to the payment.
Tags are stored in a specific browser. If a student came from an ad on a phone but registered on a computer, the tags are not carried over.

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Which parameters are recognized

Rules:
  • Parameter names are written in lowercase, as in the table. The platform does not recognize UTM_SOURCE or Utm_Source.
  • The value of each parameter is cut to 300 characters.
  • If the link has no tags but the visitor came from another website, the platform saves only that website’s domain. Such a visit does not replace an ad tag that is already saved.

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Which tag is saved if a student came several times

The platform keeps the last meaningful source. A new tag replaces the saved one only if its channel is at least as important as the saved one. Importance is set by the utm_medium value. Example: a student came from an ad with utm_medium=cpc, and a week later from a newsletter with utm_medium=email. The ad is saved because it has a higher priority. After 90 days the ad tag expires, and the next visit from the newsletter replaces it.

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Where to see tags

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Registration source

In People → All users, the Registration column shows where the user came from: All saved parameters are visible in the user card, in the UTM at registration block. Learn more about the card in User card.

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Payment source

In Sales → Payments, open a payment: the UTM when purchasing block shows the tags the student had when they went to payment. For subscription renewals, the tags from when the student first got access are used.

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Filter by tags

The user and payment lists have a UTM filter button.
1

Open the filter

Click UTM filter above the list.
2

Set conditions

Choose a Parameter and enter a Value. To add another condition, click Add parameter.
3

Apply the filter

Click Apply. The Clear button resets all conditions.
The filter looks for an exact, case-sensitive match: Instagram and instagram are different values. If you set several conditions, only records that match all of them stay in the list.

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Tags in external systems

  • Webhooks pass the registration tags, and course enrollment events also pass the enrollment tags. Learn more in Webhooks.
  • Redirect after payment. If the tariff has a Redirect after payment link, the payment system returns the buyer to this link, and the platform adds the payment tags to it. This way the thank-you page on your website gets the source of the sale.

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Ad system pixels

The platform sends goal events to the counters installed on the school website on its own. You add the counter code in My school → For developers → Custom code, in the Custom HTML field. This code is inserted into the head of every school page. Learn more in Custom code.

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Which events are sent

How the payment event works:
  • The event is sent once per payment and only if the successful payment page is opened within 5 minutes after the payment.
  • The amount and currency are passed only for real currencies: in Meta Pixel and Google Analytics as event parameters, in Metrica as goal parameters, in VK Ads as the goal value.
  • If the tariff has Redirect after payment set, the buyer may return from the payment system straight to your page, skipping the school’s successful payment page. Then the payment event is not sent — record the payment on your own page using the tags in the link.
  • Meta Pixel receives the payment ID together with the payment, so the event is not counted twice.
For the goals to appear in Metrica reports, create goals of the “JavaScript event” type in the counter with the IDs from the last column of the table.

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Frequently asked questions

Tags are saved in the browser. If the student followed the ad on one device but registered on another device or in another browser, the tags did not reach the registration. Also check that the parameters in the link are written in lowercase: utm_source, not UTM_SOURCE.
From 14 to 90 days depending on utm_medium: 90 days for paid channels (cpc, paid, affiliate, paid_social), 14 days for sms, push, email and 30 days for the rest. After that, the tag is deleted from the browser.
The ad. A newsletter tag with utm_medium=email does not replace an ad tag with utm_medium=cpc until the ad tag expires: paid channels have a higher priority.
The filter looks for an exact, case-sensitive match. If the link had utm_source=Instagram, a filter for instagram will not find this record. With several conditions, a record must match all of them at once.
In Sales → Payments, open the payment you need — the UTM when purchasing block. You can filter the payment list with the UTM filter button.
There is no separate UTM report in the school interface. Tags are available in the user and payment lists with filtering, in webhooks and in connected counters.
The platform sends goals only if the page has a counter and the window.YM_ID variable with the counter number is set. Add it to Custom HTML together with the counter code and reload the page.
The registration event is sent only when a new account is created by email or phone number. Signing in with Telegram does not send it.
The event is sent from the successful payment page if it is opened no later than 5 minutes after the payment. If the student closed the tab before reaching this page or opened it later, the event is not sent.
Updated: 2026-10-15 18:32 UTC