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Rokt ID

The Rokt ID can be used for conversion attribution in the event you'd like to track conversions without sharing customer data. Here's how it works:

  1. For each accepted offer, Rokt generates a unique Rokt ID that you'll use as a dynamic field in the destination URL (UTM parameter).
  2. Then, you maintain the Rokt ID via either:
    1. your own storing mechanism, such as a third party attribution system
    2. the Rokt referral tag on your landing page described below
  3. Finally, you return the Rokt ID (passbackconversiontrackingID) to us when the customer converts. There are several options for returning the Rokt ID, which we've outlined below.

Update your campaign traffic URL to support Rokt ID passthrough

To generate the unique Rokt ID, please ensure that the destination URL of your creative includes the following as a URL parameter: rtid={rokt.carbon.conversiontrackingid|}.


In the Destination URL, you will need to add & or ? before rtid={rokt.carbon.conversiontrackingid|}. This is determined by the original traffic link. If the original traffic link contains a ?, add an & before the rtid.


If the original traffic link does not contain a ?, add a ? before the rtid


Add the Rokt ID tag to your landing page


View our integration guide on setting up the Rokt ID tag in Google Tag Manager.

Capture the Rokt ID on your confirmation page

Setting up automatic conversion reporting helps you clients measure the impact of your campaigns on your business. Rokt offers a variety of ways to integrate your conversion data. For greatest accuracy, we recommend using the Rokt Web SDK and Event API.


If you are capturing conversions using the Web SDK, please ensure the data attribute passbackconversiontrackingID is integrated.

Though less accurate, we also support conversion reporting through third-party measurement tools, file transfer, and manual upload.

Premium integration: Combining the Web SDK and Event API

If possible, we recommend setting up conversion reporting through both the Web SDK and Event API. This helps identify any anomalies and provides redundancy if there are any issues on the frontend or backend.

If you choose to set up both integrations, ensure you populate one of transactionid or confirmationref in both the Web SDK and Event API integrations. Rokt can then deduplicate incoming your conversion events using these variables, ensuring your reporting is accurate.

Test the Rokt ID

Please feel free to check in with your account manager to have Rokt validate the implementation for you.

To check that the Rokt ID is functioning correctly on your campaign’s landing page:

  1. Go to your campaign’s landing page.
  2. Navigate to your browser’s Developer Tools.
  3. Go to the “Network” tab and check that referral-tag.js network request have a status code of 200.
  4. Go to the “Application” tab and select Local Storage. Verify that the rtid is present and matched the rtid UTM parameter in the URL.

To check that the Rokt Web SDK is correctly attributing conversions with the Rokt ID:

  1. Navigate to a confirmation page from your campaign’s landing page after accepting an offer.
  2. Navigate to your browser’s Developer Tools.
  3. Go to the “Network” tab. Once there, select the placements asset.
  4. From there, go to the “Payload” tab and check that the passbackconversiontrackingid field contains the value from the rtid in Local Storage.
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