Configuring multiple ruuvis

In my humble opinion, hard-coding the area, row and column into the tags themselves is not a good idea. Every tag already has a unique MAC address which is its unique identifier. This identifier is transmitted with every BLE advertisement regardless of its format. All you need to do is map the MAC addresses to area/row/column in the app that would receive, process and store your advertisements.
This application - Collecting RuuviTag measurements and displaying them with Grafana - provides a nice example of mapping MACs to human-readable tags before storing the measurements in the InfluxDB database. As you need “multidimensional” tags (area/row/column) you might need to do some custom coding but the Ruuvi Collector will give you a nice headstart.
Just my two cents…

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