“Sources, costs, and ROI” report
You can use the report to track the performance of an ad campaign created in any ad systems, including pay-per-conversion systems. The report shows data for campaigns that lead to the site (but not to the mobile app).
View the report: .
- Ways to use this report
- Conditions for getting the report
- Report structure and settings
- Adding order data from the CRM to the report
- Difference between data in Yandex Metrica and other advertising systems
- Questions and answers
Ways to use this report
See which advertising sources bring the most revenue, taking into account the amounts spent on them.
To do this, from the list of metrics select ROI for the goal you are transmitting a value for, or the metric ROI for E-commerce revenue. The higher the ROI, the more profitable the ad. An ROI value of zero means that the ad does not generate additional revenue – it just covers its cost. A negative ROI signals that you are putting more money into advertising than you are getting in return.
Pay attention to the metrics CPA, converted session, CPA, converted user, and CPA, conversion. To calculate the metrics, you need to create a goal.
Conditions for getting the report
To receive a report on the costs of an advertising campaign:
- Link the Yandex Metrica tag in the Yandex Market account.
You must be the owner of the Yandex Direct campaign that you want to view statistics for, a representative of the owner, or an agency representative.
If you have access to multiple Yandex Direct clients' campaigns, the list of these clients' chief representatives will be available in the Yandex Metrica interface.
Yandex Metrica collects data for placements on the advertising model (ADV). Information is transmitted starting April 1, 2021.
Report structure and settings
Data sent in a CSV file or for a Yandex Direct campaign does not supplement sessions like other data that you can upload to Yandex Metrica. It is compared with already known information: the transmitted UTM tags are checked against sessions that have the same tags, and the data from Yandex Direct campaign is associated with the corresponding campaign. Therefore, the report does not support most standard settings. You can create a segment that is not available in other reports – for expenses, and for sessions with the selected condition.
- Displaying data
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Yandex Metrica displays the data for the period selected in the report. Some data might be outside of the specified period. This depends on the attribution model used in the report.
For example, when you select the “Last click from Yandex Direct” model, a click or conversion might occur after the selected time period, be linked to a later session, and fail to show up in the report. When you select the “First click” model, a click might occur earlier than the site session. In this case, the date of the click might be outside the report period, and the data might fail to show up in the report. We recommend increasing the date range when generating the report.
- Dimensions presented in the report
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Dimension Value Yandex Direct Other advertising system Advertising channel Yandex Direct. Set by Yandex Direct. UTMSource value. Usually transmits the name of a specific advertising system. Type of advertising channel Set by Yandex Direct. UTMMedium value. This can be contextual advertising, mailing lists, and other types of channels. You can also use this tag to distinguish types of placement in a particular system. Campaign Name and number of the campaign. Set by Yandex Direct. UTMCampaign value. Usually transmits the name of the advertising campaign. Ad impression criteria A user's query in a search engine where an ad impression was made and the user clicked through to the advertiser's website.
Set by Yandex Direct.
UTMTerm value. Usually transmits a keyword or other impression criteria. Ad content The search query on which the ad appears, or the retargeting condition. Set by Yandex Direct. UTMContent value. Usually transits the properties of a particular ad (for example, a creative) or specifies which part of the ad was clicked — for example, a link or an image. Dimension Value Yandex Direct Other advertising system Advertising channel Yandex Direct. Set by Yandex Direct. UTMSource value. Usually transmits the name of a specific advertising system. Type of advertising channel Set by Yandex Direct. UTMMedium value. This can be contextual advertising, mailing lists, and other types of channels. You can also use this tag to distinguish types of placement in a particular system. Campaign Name and number of the campaign. Set by Yandex Direct. UTMCampaign value. Usually transmits the name of the advertising campaign. Ad impression criteria A user's query in a search engine where an ad impression was made and the user clicked through to the advertiser's website.
Set by Yandex Direct.
UTMTerm value. Usually transmits a keyword or other impression criteria. Ad content The search query on which the ad appears, or the retargeting condition. Set by Yandex Direct. UTMContent value. Usually transits the properties of a particular ad (for example, a creative) or specifies which part of the ad was clicked — for example, a link or an image. For more information about UTM tags, see How Yandex Metrica works with tags.
- Metrics that are not available in other reports
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Yandex Metrica Description Note Expenses The amount including VAT, sent in the file. You can change the currencythat the expense is shown in. For the “Market” source, costs and other monetary indicators are transmitted to Yandex Metric in Yandex units. (1 Yandex unit is equal to 30 rubles.). In the report, the amount is converted to the currency of your choice.
Data can also be updated within 90 days of being transmitted to Yandex Metrica.
Clicks The number of clicks downloaded from the file. For the “Market” source, data can be updated within 90 days of being transmitted to Yandex Metrica. CPC Cost per click. — CPA, converted session The cost of one converted session, that is, a session where a user completes a goal.
To calculate the metric, you need to create a goal. CPA, converted user Cost of the user who completed a goal during a session.
CPA, conversion The cost of one completed goal.
CPA, purchase The cost of one purchase. To calculate the metric, you need to transmit the total revenue in the E-commerce data. ROI for E-commerce revenue Rate of return on investment. ROI by goal The rate of return on investment taking the goal into account. To calculate the metric, you need to create a JavaScript event type goal and transmit Revenue by goal. Share of Ad Spending for E-commerce revenue The share of ad expenditures in the total revenue passed to Yandex Metrica as E-commerce data. To calculate the metric, you need to transmit the total revenue in the E-commerce data. Share of Ad Spending by goal Share of Ad Spending for the selected goal To calculate the metric, you need to create a JavaScript event type goal and transmit Revenue by goal. Yandex Metrica Description Note Expenses The amount including VAT, sent in the file. You can change the currencythat the expense is shown in. For the “Market” source, costs and other monetary indicators are transmitted to Yandex Metric in Yandex units. (1 Yandex unit is equal to 30 rubles.). In the report, the amount is converted to the currency of your choice.
Data can also be updated within 90 days of being transmitted to Yandex Metrica.
Clicks The number of clicks downloaded from the file. For the “Market” source, data can be updated within 90 days of being transmitted to Yandex Metrica. CPC Cost per click. — CPA, converted session The cost of one converted session, that is, a session where a user completes a goal.
To calculate the metric, you need to create a goal. CPA, converted user Cost of the user who completed a goal during a session.
CPA, conversion The cost of one completed goal.
CPA, purchase The cost of one purchase. To calculate the metric, you need to transmit the total revenue in the E-commerce data. ROI for E-commerce revenue Rate of return on investment. ROI by goal The rate of return on investment taking the goal into account. To calculate the metric, you need to create a JavaScript event type goal and transmit Revenue by goal. Share of Ad Spending for E-commerce revenue The share of ad expenditures in the total revenue passed to Yandex Metrica as E-commerce data. To calculate the metric, you need to transmit the total revenue in the E-commerce data. Share of Ad Spending by goal Share of Ad Spending for the selected goal To calculate the metric, you need to create a JavaScript event type goal and transmit Revenue by goal. How ROI is calculatedROI by revenue =
ROI by goal =
How CPA is calculatedCPA, converted session =
CPA, converted user =
CPA, conversion =
CPA, purchase =
How Share of ad spending is calculatedShare of ad spending for E-commerce revenue =
Share of ad spending by goal =
If you pass data in different currencies, you can select a specific currency in the report. When you select a currency, the values of money metrics are recalculated at the conversion rate preceding the date of the expenditure.
The “Map” diagram is not available in the report.
Adding order data from the CRM to the report
- You are already transmitting data from the CRM to Yandex Metrica
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You can add all the metrics related to your orders to the report yourself. To do this, click Metrics and select the Orders from CRM or Advertising costs group.
- You set up data transmission by button in the Sources, costs, and ROI report
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When you set up data transmission, the main metrics related to your orders are added to the report: “Paid orders”, “Profit”, “Average order value”, “ROI, orders”, “CPA, orders”, “CPO, orders”, “CPC”.
Full list of metrics related to orders:
| ROI, orders | Rate of return on investment. |
| CPA, orders | Cost per order. |
| CPO, orders | |
| Cost revenue ratio, orders | Cost revenue ratio per order. |
| ROI, orders | Rate of return on investment. |
| CPA, orders | Cost per order. |
| CPO, orders | |
| Cost revenue ratio, orders | Cost revenue ratio per order. |
| All orders | All orders transmitted from the CRM that were successfully linked to sessions in Yandex Metrica. Spam orders are not included. |
| Orders in progress | Orders with the “In progress” status that were successfully linked to sessions in Yandex Metrica. |
| Paid orders | Orders with the “Paid” status that were successfully linked to sessions in Yandex Metrica. |
| Spam orders | Orders with the “Spam” status that were successfully linked to sessions in Yandex Metrica. |
| Canceled orders | Orders with the “Canceled” status that were successfully linked to sessions in Yandex Metrica. |
| Conversion to order | Ratio of all orders from the CRM to all site sessions over the reporting period. Indicates the traffic source that brings the most orders. Spam orders are not included. |
| Conversion to payment | Ratio of paid orders to all orders. If this ratio is 100%, all created orders were paid. Includes only the orders that were successfully linked to sessions in Yandex Metrica. |
| Average order value | Ratio of the total revenue to the total number of paid orders. Includes only the paid orders that were successfully linked to sessions in Yandex Metrica. |
| Revenue | Total amount of money earned on all orders. Includes only the paid orders that were successfully linked to sessions in Yandex Metrica. |
| Profit | Difference between the revenue and production cost of goods. When calculating the profit, only those paid orders that were successfully linked to sessions in Yandex Metrica are counted. |
| All orders | All orders transmitted from the CRM that were successfully linked to sessions in Yandex Metrica. Spam orders are not included. |
| Orders in progress | Orders with the “In progress” status that were successfully linked to sessions in Yandex Metrica. |
| Paid orders | Orders with the “Paid” status that were successfully linked to sessions in Yandex Metrica. |
| Spam orders | Orders with the “Spam” status that were successfully linked to sessions in Yandex Metrica. |
| Canceled orders | Orders with the “Canceled” status that were successfully linked to sessions in Yandex Metrica. |
| Conversion to order | Ratio of all orders from the CRM to all site sessions over the reporting period. Indicates the traffic source that brings the most orders. Spam orders are not included. |
| Conversion to payment | Ratio of paid orders to all orders. If this ratio is 100%, all created orders were paid. Includes only the orders that were successfully linked to sessions in Yandex Metrica. |
| Average order value | Ratio of the total revenue to the total number of paid orders. Includes only the paid orders that were successfully linked to sessions in Yandex Metrica. |
| Revenue | Total amount of money earned on all orders. Includes only the paid orders that were successfully linked to sessions in Yandex Metrica. |
| Profit | Difference between the revenue and production cost of goods. When calculating the profit, only those paid orders that were successfully linked to sessions in Yandex Metrica are counted. |
How metrics are calculated:
All orders =
Conversion to order =
Conversion to payment =
Profit =
Average order value =
ROI, orders =
CPA, orders =
CPO, orders =
Cost revenue ratio, orders =
Difference between data in Yandex Metrica and other advertising systems
- Yandex Direct
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Data in the report may differ from data in Yandex Direct. In particular, the ROI may differ. If you use the Optimization of profitability strategy in Yandex Direct, the indicator will be calculated according to the goal indicated in the campaign settings, while in Yandex Metrica you can specify a different goal.
- Yandex Market
- Data in the report may differ from data in Yandex Market, as services calculate indicators differently.
- Google Ads
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Click data may differ because Yandex Metrica reports only include data on paid clicks that have corresponding UTM tags. Make sure that all Google Ads advertisements contain UTM tags and that the tag settings list all of your site's domains.
Expense data may differ because Yandex Metrica only uploads data for domains specified in the tag settings and for URLs with UTM tags. Check that you have configured the tracking template and make sure that all of your site's domains with a tag installed are specified in the tag settings.
- Facebook Ads
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Click data may differ because Yandex Metrica reports only include data on paid clicks that have corresponding UTM tags. Make sure that all ads contain UTM tags and that the tag settings list all of your site's domains.
Expense data may differ because Yandex Metrica only uploads data for domains specified in the tag settings and for URLs with UTM tags.
Questions and answers
- The URL specified in the ad has a domain other than the domain in the tag settings.
- UTM tags are not configured or are incorrectly configured. Make sure that links in ads are marked with UTM tags with standardized values.
- No data for the last 7 days.
