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The Superior Tracking and Transformation (STAT) Tag is a Javascript tag designed to improve tracking and make it easier to monetize partner websites. To use the STAT tag, partners simply add a snippet of Javascript code to their web pages—the tag then automatically begins converting direct links to joined brands into tracking links.

Besides the link transformation aspect, the STAT tag also enables more consistent impression tracking and cross-device user identity tracking.

How is it useful to brands?

The STAT Tag allows brands to effortlessly harness the power of accurate impression tracking and improved user identity matching. With reliable impression tracking, brands can better evaluate each partner's overall value, traffic quality, and effectiveness. And, of course, improved user identification means an increased number of cross-device sales will be correctly attributed to the partner channel. This improved tracking all comes by way of a first-party cookie set whenever a user loads your partner's page.

How is it useful to partners?

Partners invest a lot of time and money to produce quality content. However, content is just one side of the equation. It's also essential to properly coordinate ad and link placement with relevant content, and even the best partners sometimes miss opportunities to include tracking links. The link transformation functionality of the STAT Tag automatically detects all of the relevant direct URLs on the partner's site and transforms them into tracking links. Since the transformation is both automatic and comprehensive, partners no longer need to go through the effort of manually pulling tracking links.

As a brand, how do I turn on impression tracking?

  1. From the left navigation bar, select  [Menu] → Settings.

  2. In the right-hand column, under Tracking, select General.

  3. On the General Tracking Settings screen, in the Impression Reporting field, select [Edit].

  4. Select [Toggle on] Enable statistics for impressions.

  5. Select Save.

What are the functions of the STAT tag?

The STAT Tag has the following three functions.

Transform links

Why do we transform links?

Many of the links on a partner's page may not earn even though they are valuable. Our transform link functionality will solve that problem by auto-transforming any direct links to associated affiliate links so that partners can focus their time more on creating the content while transforms the links for them.

When and how do we transform links?

Once a STAT Tag is placed on the partner's web page, the transformation function searches for links on the page that contain joined brand domains. When we find a relevant link, we transform that direct link into a tracking link while preserving the specific landing page.

Impression tracking

Why do we track impressions?

Impressions are usually the first interaction with a potential converting user and are more useful for measuring how often users engage with the associated ad. While brands rarely desire to base payout rates on the number of impressions served, impression data can help brands make better strategic decisions.

When do we track impressions?

An impression is tracked each time a user loads a web page that contains the STAT Tag and any links to a joined brand's content.

How do we track impressions?

The STAT Tag keys into the URL of each link and logs an impression for each one. If there are multiple instances of the same URL (e.g.,, then the tag will only log a single impression on that page load. If there are multiple URLs (e.g., and https://advertiser/com/clothing), the tag will register one impression for each unique URL.

Identify user

What is Identify User?

As the name indicates, this function captures information about the user and passes that data to our Consortium user identity pools. The more often we identify users, the better our cross-device tracking will be.

How do we identify users?

When a page loads, the STAT Tag drops a first-party cookie in the partner's browser. This cookie allows us to track user activity and helps stitch together different sessions by the same user.

Where can I see the tag on my brand account?

The STAT Tag integration only happens partner-side. See STAT Tag Implementation for Partners for more information.

What type of ads does STAT Tag support?

The STAT Tag currently supports all types of ads that are available on the platform.

What is the name and lifespan of the cookie?

The name of the cookie is IR_MPI and it is a permanent cookie with a lifespan of five years.

Are there any prerequisites for my partners to use the STAT Tag?

There are no prerequisites! Any partner can implement the tag and there is no cost for them to do so. Just make sure that impression tracking is enabled in your brand tracking settings. See As a brand, how do I turn on impression tracking? above to learn how to do so.

Is impression tracking available for all brands?

Yes! Impression tracking is available for all brands. See As a brand, how do I turn on impression tracking? above to learn how to do so. If you do not see the option to turn on impression reporting in your tracking settings, contact support.

How do I see impression reporting?

Once you have impression tracking enabled and impression data is coming in, impressions will show up in your normal performance reporting. By default, the data will be aggregated by partner and by URL. You can also see your total impressions by partner.

As a brand, where can I view my impression reports?

First, you should confirm that impression tracking is enabled. See As a brand, how do I turn on impression tracking? above to learn how to do so. Impression reports are available under Performance Reporting. If you cannot find this report in the reporting section, contact support.

Can I see which impressions were correlated with a specific click or conversion?

We're looking into ways to provide even more value from impression reporting, but right now we are only providing aggregated impression data for a given ad at the View level.

Are there any fees associated with the STAT Tag?

The STAT Tag is completely free.

Does the STAT Tag work on social platforms?

No. The STAT Tag requires the partner the place a Javascript tag on their site. Most social platforms do not support the addition of third-party Javascript tags like the STAT Tag.

Do partners have to use all three of the STAT Tag's functions?

It's technically possible for the partners to modify the tag during implementation, stripping out parts of the functionality. We recommend that partners use all three functions in order to provide the best user identity and impression insights.

If one of your partners has implemented the tag and you have enabled impression tracking, but you are not seeing impressions, we recommend reaching out directly and confirming that the partner is using all three functions of the tag.

Will the STAT Tag interfere with other link transformation Javascript code on the partner's web page?

The STAT Tag has no inherent functionality to override any tags of the web page. We respect all existing affiliate links on the partner's page, and we do not overwrite any links that already have affiliate tracking. Our script will only modify brand links (for brands currently joined to the partner in that do not already have affiliate tracking information.

What type of partners can use STAT Tag?

Any partner can use the STAT Tag. The partner types listed below may find the tag especially useful.

  • Editorial sites

  • Blog sites

  • Forums

  • Coupon and deal sites

  • Content networks

Will the STAT Tag always create secure (HTTPS) links?

This depends on the page. The STAT Tag uses a protocol-relative URL, which means that it will assign an unsecured (HTTP) protocol to any links transformed on an unsecured page, and a secure (HTTPS) protocol to any links transformed on a secure page.

Is the STAT Tag GDPR-compliant?

All of the functionalities in the STAT Tag are GDPR compliant. We always hash the raw data, and we do not show any personally identifiable information (PII) info as part of our impression reporting.

What type of data is collected by the STAT Tag?

Function Type

Data Captured/Parameters

Identify User

The following data is captured on page load.

  • User email or ID (hashed)

  • STAT version

  • UUID

  • Session ID

  • Cookie ID

  • Device ID

  • IP Address (hashed)

  • Geolocation (geo-hashed)

Transform Links

The following data is captured only when the user clicks on the ad/link.

  • Referring URL

  • Ad ID

  • Partner ID

  • Campaign ID

  • Deep link page

  • UUID

  • Session ID

  • STAT version

Track Impression

The following data is captured upon page load.

  • Page URL (for referring URL reporting)

  • Partner ID

  • Campaign ID

  • Ad ID

  • STAT version

  • Session ID

  • UUID

Got another question for us?

If you have any further questions, contact support.

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