Example of a campaign statistics report

A sample report in XML format is shown below.

<?xml version="1.0" encoding="UTF-8" ?>
<report
  <reportID>1234</reportID>
  <campaignID>1234567</campaignID>
  <startDate>2013-05-01</startDate>
  <endDate>2013-05-31</endDate>
  <phrasesDict>
      <phrase type="phrase" phraseID="2" value="refrigeration equipment" />
      <phrase type="retargeting" DictID="912" value="retargeting: order not completed" / 
</phrasesDict>
  <stat>
      <row bannerID="123456"
          phraseID{stat}="2"
          statDate="2013-05-15"
          sum_search="10"
          sum_context="2"
          shows_search="1000"
          shows_context="123"
          clicks_search="100"
          clicks_context="23"
          sum="12"
          shows="1234"
          clicks="123"
          regionID="1"
          placeName="Yandex"
          placeType="search"
          goal_id="18565"
          goal_conversion="25.91"
          goal_cost="1.54"
          session_depth="9.35"
          goal_conversions_num="28" 
           position_type="premium"
          stat_type="Text"
          shows_average_position="4.87"
          clicks_average_position="4.95"/>
      <row bannerID="123457"
          DictID{stat}="912"
          RetargetingID="3097" 
           statDate="2013-05-25"
          sum_search="0"
          sum_context="96.35"
          shows_search="0"
          shows_context="755"
          clicks_search="0"
          clicks_context="57"
          sum="96.35"
          shows="755"
          clicks="57"
          regionID="1"
          placeName="catalog.tut.by"
          placeType="context"
          goal_id="18777"
          goal_conversion="28.88"
          session_depth="9.39"
          position_type="other"
          stat_type="Image"/>
  </stat>
</report>

Descriptions of report elements are provided below.

Element/attribute

Description

Output condition

report element

reportID

ID of the report.

campaignID

The campaign ID.

startDate

The start date of the report, YYYY-MM-DD.

endDate

The end date of the report, YYYY-MM-DD.

phrasesDict

Keyword dictionary. Contains information about objects in the report: keywords, Yandex Catalog categories, retargetings, and targeting conditions for dynamic text ads.

stat

Statistical data.

phrasesDict element

phrase

Information about the keyword, category, or retargeting in the attributes type, phraseID, DictID, and value.

type

Contains the value “phrase” in entries about keywords, “rubric” in entries about Yandex Catalog categories, or “retargeting” in entries about retargetings.

phraseID

ID of the keyword in the report.

The phraseID identifier exists only within the report and does not match the keyword ID in Yandex Direct. It is used for standardizing report data and links the phrase and row elements.

rubricID

ID of the category in the report.

Exists only within the report and does not match the category ID in Yandex Direct. Used for standardizing report data; links the phrase and row elements.

DictID

ID of the retargeting in the report.

Exists only within the report and does not match the retargeting ID in Yandex Direct. Used for standardizing report data; links the phrase and row elements.

value

Either the text of the keyword, the number of the Yandex Catalog category, or the retargeting description in the report.

stat element

row

Keyword statistics for one day in the report period.

sum

Cost of clicks deducted from the balance of the campaign1.

shows

Number of impressions1.

clicks

Number of clicks1.

bannerID

The ad ID.

In the GroupByColumns parameter, the value of “clBanner” or “clImage” is specified.

phraseID

The keyword ID in the report (see the phrasesDict element).

The phraseID identifier exists only within the report and does not match the keyword ID in Yandex Direct. It is used for standardizing report data and links the phrase and row elements.

In the GroupByColumns parameter, the value “clPhrase” is specified and the entry contains information about the keyword (not about the Yandex Catalog category or retargeting).

rubricID

ID of the Yandex Catalog category in the report (see the phrasesDict element).

Exists only within the report and does not match the category ID in Yandex Direct. Used for standardizing report data; links the phrase and row elements.

In the GroupByColumns parameter, the value “clPhrase” is specified and the entry contains information about the keyword, not about the Yandex Catalog category.

DictID

The retargeting ID in the report (see the phrasesDict element).

Exists only within the report and does not match the retargeting ID in Yandex Direct. Used for standardizing report data; links the phrase and row elements.

In the GroupByColumns parameter, the “clPhrase” value is specified and the entry contains information about retargeting.

RetargetingID

Retargeting ID in Yandex Direct.

In the GroupByColumns parameter, the “clPhrase” value is specified and the entry contains information about retargeting.

statDate

The data statistics are provided for. If the GroupByDate input parameter has the value “week” or “month”, the first date of the week or month is specified.

In the GroupByColumns array, the value “clDate” is present.

sum_search

Cost of clicks in the search.

The PageType input parameter is omitted or has the value “all”.

sum_context

Cost of clicks in the Yandex Advertising Network.

shows_search

Number of impressions in the search.

shows_context

Number of impressions in the Yandex Advertising Network.

clicks_search

Number of clicks in the search.

clicks_context

Number of clicks in the Yandex Advertising Network.

regionID

ID of the display region.

In the GroupByColumns array, the “clGeo” value is present.

placeName

Name of the site where the ad is being displayed.

In the GroupByColumns array, the value “clPage” is present.

placeType

Type of display platform: “search” — the search platform (including Yandex search and search sites in the Yandex Advertising Network), or “context” — a site in the Yandex Advertising Network.

goal_id

The ID of the goalgoal in Yandex Metrica, if it was passed in the StatGoals input parameter.

0 — If the ID was not passed. In this case, the other Yandex Metrica indicators contain aggregated data for all goals.

In the GroupByColumns array, the value “clStatGoals” is present.

goal_conversion

The percentage of goal visits as part of the total number of visits.

goal_cost

The average cost of a goal visit: the relationship of revenue to the number of goal visits.

session_depth

Session depth for the site.

goal_conversions_num

Number of goal visits (conversions).

In the GroupByColumns array, the value “clGoalConversionsNum” is present.

position_type

The ad display block: “premium” for Premium Placement, or “other” for other ad blocks.

In the GroupByColumns array, the value “clPositionType” is present.

stat_type

Type of ad display: with or without an image. Possible values: Image/Text.

In the GroupByColumns array, the “clImage” value is present.

shows_average_position

Average display position of the ad. Calculated using only displays on the first page of Yandex search results.

The top position is assigned the number 1.

In the GroupByColumns array, the value “clAveragePosition” is present.

clicks_average_position

Average position where the ad was clicked. Calculated using only clicks on the first page of Yandex search results.

Notes

  1. The values of the sum, shows and clicks parameters depend on the PageType input parameter:

    • when the value is “all” or PageType is omitted, cumulative data is given for the search and the Yandex Advertising Network. However, data is given separately for the search and the Yandex Advertising Network in the parameters sum_search, shows_search, clicks_search, sum_context, shows_context, and clicks_context.
    • If the value is “search”, data is provided for Yandex search and search sites in the Yandex Advertising Network.
    • If the value is “context”, data is provided for sites in the Yandex Advertising Network, other than search sites.
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