Roistat Integration

Roistat Integration

Roistat is cross-channel analytics with a focus on ad spend and ROI. It installs as a single tracker that captures clicks, calls, and leads, linking them to ad expenses from Google Ads, Yandex Direct, and other sources.

How the Tracker Works

The Roistat script writes a visit identifier — a 32-character string — to the roistat_visit cookie. For any target action (form, call, chat), this ID is passed along with the lead, allowing the system to identify the traffic source.

<!-- Basic installation — insert before </head> -->
<script>
(function(w, d, s, r, n) {
  w[n] = w[n] || function() { (w[n].q = w[n].q || []).push(arguments) };
  var f = d.getElementsByTagName(s)[0];
  var j = d.createElement(s);
  j.async = true;
  j.src = 'https://cdn.roistat.com/px.js';
  f.parentNode.insertBefore(j, f);
})(window, document, 'script', null, 'roistat');
roistat('init', { projectId: 'YOUR_PROJECT_ID' });
</script>

Via GTM, this is installed as a "Custom HTML" tag with a "All Pages" trigger.

Sending Visit Data on Form Submission

The form should pass roistat_visit to the backend. The most reliable way is a hidden field filled before submit:

document.querySelectorAll('form').forEach(form => {
  form.addEventListener('submit', () => {
    let input = form.querySelector('[name="roistat_visit"]');
    if (!input) {
      input = document.createElement('input');
      input.type = 'hidden';
      input.name = 'roistat_visit';
      form.appendChild(input);
    }
    input.value = getCookie('roistat_visit') ?? '';
  });
});

function getCookie(name) {
  const m = document.cookie.match(new RegExp('(?:^|; )' + name + '=([^;]*)'));
  return m ? decodeURIComponent(m[1]) : null;
}

On the backend, save this value with the lead — it's then sent to the Roistat API as the visit field.

API for Lead Creation

Roistat accepts leads via REST API. Required fields: projectId, visit, and at least one contact field.

curl -X POST 'https://cloud.roistat.com/api/proxy/1.0/project/lead/create' \
  -H 'Content-Type: application/json' \
  -d '{
    "projectId": "YOUR_PROJECT_ID",
    "visit": "abc123def456...",
    "fields": [
      { "name": "name", "value": "John Smith" },
      { "name": "phone", "value": "+79001234567" },
      { "name": "email", "value": "[email protected]" },
      { "name": "order_id", "value": "ORDER-789" }
    ]
  }'

Success response:

{ "status": "ok", "lead_id": 123456 }

Integration via PHP (Laravel / Plain PHP)

// app/Services/RoistatService.php
class RoistatService
{
    private string $projectId;
    private string $apiUrl = 'https://cloud.roistat.com/api/proxy/1.0/project/lead/create';

    public function __construct()
    {
        $this->projectId = config('services.roistat.project_id');
    }

    public function sendLead(array $fields, string $visitId): bool
    {
        $payload = [
            'projectId' => $this->projectId,
            'visit'     => $visitId,
            'fields'    => array_map(
                fn($name, $value) => ['name' => $name, 'value' => $value],
                array_keys($fields),
                array_values($fields)
            ),
        ];

        $response = Http::timeout(5)->post($this->apiUrl, $payload);
        return $response->ok() && $response->json('status') === 'ok';
    }
}

In the controller:

public function store(FormRequest $request, RoistatService $roistat)
{
    $lead = Lead::create($request->validated());

    $roistat->sendLead([
        'name'     => $lead->name,
        'phone'    => $lead->phone,
        'email'    => $lead->email,
        'order_id' => (string) $lead->id,
    ], $request->input('roistat_visit', ''));

    return response()->json(['ok' => true]);
}

Call Tracking

Roistat provides built-in call tracking. After adding numbers in your account, the script automatically replaces phone numbers on the page. No additional JS needed — just ensure numbers are in text or in href="tel:..." attributes.

If a phone number is rendered by a JS framework (React, Vue), ensure the Roistat script initializes after components mount:

// React: call after mount
useEffect(() => {
  if (window.roistat) {
    window.roistat('replacePhones');
  }
}, []);

Verification

1. Open the site in a browser
2. In DevTools → Application → Cookies, verify roistat_visit is present and not empty
3. Submit a test form — in Roistat account → "Leads", a record with source should appear (not "direct")
4. In console, check for no errors loading px.js

Timeline

Basic tracker installation + visit transfer from forms — 2–4 hours. API lead creation integration on custom backend — 2–3 more hours. Testing and attribution verification across all channels — 1–2 hours.