How to evaluate the results of a display campaign on the ya.ru page and in a new Yandex Browser tab
You can view reports on the results of your advertising campaign after your ads start being served. Regularly review the statistics to evaluate the effectiveness of your campaign.
Which metrics to track
To analyze how well your display banner is performing, you need to evaluate its reach and how appealing it is to users.
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Impressions: Number of viewable ad impressions.
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Clicks: Number of clicks on the banner.
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Reach: The number of unique users who watched the video. The reach is calculated based on the history of impressions on different user devices (smartphones, tablets, and desktop computers).
How to generate a report
Click the View statistics link on the display campaign page. In the Report Wizard, create a report using the following settings:
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Parameter |
Setup |
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Dimension |
For selected period |
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Attribution |
Last impression from Yandex Direct cross-device |
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Columns |
Choose:
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In the report, you will see:
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Media reach generated by advertising.
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How many conversions did the display ad attract? Learn more.
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How often users interacted with your banner.
Note
For some parameters (such as audience reach), the system uses a statistical method to calculate metrics based on a sample of users. This lets you quickly get the parameter value for a large amount of data. This means that the value in the statistics may differ somewhat from the actual value.
How to make decisions based on statistics
Increase the number of banner impressions
If the campaign wins too few auctions for ad display, you can raise the CPM bid (for a manual strategy) or increase the limit on your average CPM (for an automatic strategy). Check the table to make sure that you have relevant values of the bid or average CPM for different display regions.
How to compare banners
Unlike performance campaigns, banners belonging to the same ad group are served uniformly. You can compare them by the number of clicks. This shows user engagement with the banner. Add the Ad/banner № cross section to the report and the Clicks and CTR (%) columns, and compare the metrics between banners.
How to interpret statistics on clicks and conversions
Display ads can bring traffic to your site and result in purchases. You can compare display campaigns by the number of clicks and conversions: please note that reach and frequency are more important for display campaigns than clicks and conversions. You shouldn't compare the number of clicks and conversions with similar indicators in performance campaigns, because performance advertising focuses on existing demand, while display advertising creates more interest in a “cold” audience.
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