---
metadata:
  - name: generator
    content: Diplodoc Platform v5.52.0
alternate:
  - https://yandex.com/support/direct/en/statistics/metrika.md
  - https://yandex.com/support/direct/ru/statistics/metrika.md
  - https://yandex.com/support/direct/tr/statistics/metrika.md
  - https://yandex.com/support/direct/zh/statistics/metrika.md
  - href: en/statistics/metrika.md
    type: text/markdown
    title: Markdown version
  - href: ../llms.txt
    type: text/markdown
    title: llms.txt
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/direct/en/llms.txt

# Yandex Metrica: evaluate your promotion performance

The more users buy a product or order a service after clicking on an ad, the greater the profit of your business. That's why it's important to know which actions by website visitors lead to purchases, and how to make your ads in Yandex.Direct work towards these actions.

[Yandex Metrica](https://metrica.yandex.com) allows you to learn how site users behave, to set _goals_ (user actions that are important to you), and to track _conversions_ (sessions fulfilling these goals). Yandex Metrica reports can also help you explore your site's audience and evaluate the quality of your site and its usability.


## Why Yandex Metrica is important for promotion in Yandex Direct {#reasoning}

#### You can use Yandex Metrica data to increase your return on investment in promotion

After you set up your goals in Yandex Metrica, you can switch to an automatic strategy. For example, the [Maximize conversions](https://yandex.com/support/direct/en/strategies/average-cpa.md) strategy lets you get the maximum number of conversions and bring the average weekly CPA closer to the value you set. [Learn more about strategies](https://yandex.com/support/direct/en/strategies/select-strategy.md)

If you manage your bids manually, Yandex Direct can automatically raise or lower bids depending on the forecasted conversion probability. By setting up priority goals for your campaign, you help Yandex Direct predict conversions more accurately. [Learn more about priority goals](https://yandex.com/support/direct/en/impressions/automatic-bid-adjustment-in-yan.md)

#### Yandex Metrica is helpful for setting up promotions

Yandex Metrica lets you collect data about a site's audience. This data helps you more accurately target your ads, make them more attractive, and optimize your campaign settings.

[How to set up a campaign based on website audience data](#audience)

#### Site statistics in Yandex Metrica help you improve this

Your campaign success also depends on the quality of your website. Even if an ad has a lot of impressions and clicks, you can still get more revenue out of it by analyzing site statistics and improving its usability.

[How to identify shortcomings of your website](#site)

<!--<p>Бойтесь, если у вас её нет. Иначе нас не возьмёт наш machine learning. Ставьте на него цели — немного и правильные (искал товары, положил в корзину/нажал Отложить, купил. Много и не надо). Для сайтов с невысокой посещаемостью лучше добавить помимо основной цели ещё одну выше по воронке.</p>-->

## How to start collecting statistics {#settings}

#### Step 1. Create a Yandex Metrica tag and install it on your site

The Yandex Metrica tag is the code included in the content of your website pages. [Create a tag](https://metrica.yandex.com/add/) and install it on your site as close to the top of the page as possible so it collects the most complete data.

<!-- ссылка Подробнее о создании счетчика ru en tr ../../metrica/general/creating-counter.md заменена на абсолютную -->
[For more information about creating tags](https://yandex.ru/support/metrica/general/creating-counter.html), see Yandex Metrica Help.

#### Step 2. Create goals for the tag

Specify the visitor actions you're interested in as goals. We recommend creating several goals that correspond to different levels of user engagement, for example:

- For online stores — “Viewed 2 or more products”, “Added an item to the cart”, “Placed an order”.

    {% note tip %}

    <!-- ссылка электронной коммерции ru en tr ../../metrica/data/e-commerce.md заменена на абсолютную -->
    To get detailed information about each order, set up [e-commerce](https://yandex.ru/support/metrica/data/e-commerce.html) data collection.

    {% endnote %}

- For a site offering services — “Viewed 3 or more pages”, “Visited the services catalog”, “Clicked “Call Me””, “Submitted an online request”.

<!-- ссылка Подробнее о создании целей ru en tr ../../metrica/reports/add-goals.md заменена на абсолютную -->
[For more information about creating goals](https://yandex.ru/support/metrica/general/goals.html), see Yandex Metrica Help.

#### Step 3. Link Yandex Metrica to Yandex.Direct

Fill out the **Yandex Metrica tags** field in your campaign settings in Yandex Direct.

If you create many campaigns having identical set of tags, you can enter their identifiers in the **Metrica tags for new campaigns** field of the user settings page.

A `yclid` label with a unique click number is automatically added to all links in your ads. Make sure that your site correctly opens links containing tags. After a user clicks on your ad, the Metrica tag on your site will track the tag and link the session with a specific click.

{% cut "How tagging links works" %}

A `yclid` tag with a unique click number is automatically added to the click-through link for your ad, for example:

```httpget translate=no 
http://site.ru/?yclid=123456
```


If clicking through on a `yclid` tag returns an error, configure your site to use arbitrary URL parameters. If you use redirects, please check that the `yclid` tag redirects to the destination URL.

{% endcut %}

<!--<p><?oxy_comment_start author="glunchadze" timestamp="20180725T161640+0300" comment="Может, всё-таки уберём? Пережиток прошлого, можно оторвать"?>По<?oxy_comment_end?> умолчанию также включена опция<?oxy_comment_start author="revina" timestamp="20180503T183338+0300" comment="Она включена по умолчанию. Почему нужно ее отдельно включать?" flag="done"?> <uicontrol>Размечать ссылки для&#160;Метрики</uicontrol>. <?oxy_comment_end?>К&#160;ссылкам с&#160;ваших объявлений будет добавляться метка <codeph>yclid</codeph> с&#160;уникальным номером клика, например: <codeph locale="ru com">http://site.ru/?yclid=123456</codeph><codeph locale="ua">http://site.ua/?yclid=123456</codeph><codeph locale="tr">http://site.com.tr/?yclid=123456</codeph>. Убедитесь, что ваш сайт корректно открывает ссылки с&#160;метками.</p><p><dl display-style="cut"><dlentry><dt>Как работает разметка ссылок</dt><dd><p>Когда пользователь переходит по&#160;объявлению, счетчик Метрики с&#160;помощью метки связывает визит с&#160;его кликом. Если на&#160;сайте несколько счетчиков, визиты и&#160;клики будут учитываться в&#160;каждом из них&#160;— обратите на&#160;это внимание при&#160;анализе результатов.</p><p>Если переход по ссылке с&#160;меткой <codeph>yclid</codeph> приводит к ошибке, настройте на&#160;своем сайте использование произвольных параметров URL. Если вы используете редиректы, проверьте, что метка <codeph>yclid</codeph> передается в&#160;конечный URL. </p><p>Если у вас нет технической возможности настроить сайт для&#160;работы с&#160;размеченными ссылками, в&#160;параметрах кампании заполните поле <uicontrol>Счетчики Метрики</uicontrol> и&#160;отключите опцию <uicontrol>Размечать ссылки для Метрики</uicontrol>.</p></dd></dlentry></dl></p>-->

## Access to goals without access to the tag {#access-to-goals}

If there are people who help you manage your campaigns in Yandex Direct, like an [agency](https://yandex.com/support/direct/en/quick-start/get-help.md) or a [setup expert](https://yandex.com/support/direct/en/quick-start/get-help.md), you can choose to give them access only to the goals on the tag for your site. This will enable them to use these goals for campaign optimization without having access to the Yandex Metrica tag. To do this, go to Yandex Metrica, open the **Goals** page, and enable the **Allow optimizing campaigns for goals without access to the tag** option. If you created the tag recently, the option is enabled by default.

When you create a campaign, information about the Yandex Metrica tags installed on the website is automatically shown in the [relevant field](https://yandex.com/support/direct/en/campaigns/campaign-settings.md#settings). If you are setting up an ad but don't have access to the necessary tags, the system will suggest requesting access to goals on these tags. To do so, click **Request access**. Note that you won't have access to all tag statistics. Only the part of these statistics that is necessary to run campaigns will be available to you:

- Data on goals will be collected only for the launched campaign. That's why you won't be able to use the data obtained during campaigns run on other accounts. The statistics will only contain the data obtained during the campaign where the goals were used.

- Transferring income data from Yandex Metrica to Yandex Direct won't be available. E-commerce goals can be used for optimization. In the [Maximum conversions](https://yandex.com/support/direct/en/strategies/average-cpa.md) strategy limited by cost-revenue ratio (CRR), specify the conversions and set their value.

- You can't set up retargeting lists for such goals.

- Hints in the interface like the number of conversions over the past period or CPA recommendations won't be available.

## How to analyze statistics {#analysis}

<!-- ссылка отчеты Метрики по Директу ru en tr ../../metrica/sources/direct-summary.md заменена на абсолютную -->
<!-- ссылка Директ, сводка ru en tr ../../metrica/sources/direct-summary.md заменена на абсолютную -->
<!-- ссылка Директ, расходы ru en tr ../../metrica/sources/direct-clicks.md заменена на абсолютную -->
Review your [Yandex Metrica reports for Yandex.Direct](https://yandex.ru/support/metrica/sources/direct-summary.html). The [Yandex Direct, summary](https://yandex.ru/support/metrica/sources/direct-summary.html) report provides traffic statistics for ads, keywords, and search queries, and the [Yandex Direct, costs](https://yandex.ru/support/metrica/sources/direct-clicks.html) report provides cost statistics for them.

> For example, if the **Yandex Direct, summary** report shows a high bounce rate after a click on one of the ads, users might not be able to find the advertised product on the landing page. You can prevent bounces by editing your ad or landing page.

{% cut "When a session is considered a bounce" %}

A session is considered a bounce if the following conditions are all met at the same time:

- No more than one [pageview](#pv2) is recorded within the [session duration](https://yandex.ru/support/metrica/general/counter-general.html#counter-general__time-out).

- The session duration is less than the [specified bounce calculation time](https://yandex.ru/support/metrica/code/counter-initialize.html#counter-initialize__param-accurateTrackBounce) (15 seconds by default).

- A "non-bounce" event is not recorded.

{% cut "Learn more" %}

Session duration is calculated based on user activity on the site: pageviews, clicks on external links, file downloads, and the use of the [hit](https://yandex.ru/support/metrica/objects/hit.html), [params](https://yandex.ru/support/metrica/objects/params-method.html), [extLink](https://yandex.ru/support/metrica/objects/extlink.html), [file](https://yandex.ru/support/metrica/objects/file.html), and [notBounce](https://yandex.ru/support/metrica/objects/notbounce.html) functions.

An auxiliary non-bounce event is generated in the browser once the [specified bounce calculation time](https://yandex.ru/support/metrica/code/counter-initialize.html#counter-initialize__param-accurateTrackBounce) has elapsed since the session began. Due to time zone differences between the server and client, as well as data transmission delays, the recorded event time may differ from the actual time. As a result, a non-bounce session shorter than 15 seconds (or the specified time) might be recorded.

{% endcut %}

{% endcut %}

In each report, you can select a goal and see its conversion statistics. From the **Yandex.Direct, summary** report, you can learn which ads are more likely to lead to your goal, while from the **Yandex.Direct, costs** report, you can learn how much you spend on these clicks. Reallocate your budget in favor of better performing ads and keywords to get more conversions.

{% note info %}

The Yandex.Direct data for generating Yandex Metrica reports is received by Yandex Metrica within a few hours.

{% endnote %}

## How to set up a campaign based on website audience data {#audience}

Promotions are more effective when they address a specific target audience. To improve your targeting, make sure you know your users.

#### Contact your visitors again

You can display ads for people who already interacted with your site. For example, users who looked at three or more products but didn't make a purchase can be suggested a broader selection of products in the category they're interested in. To do this, create a retargeting list based on Yandex Metrica goals and segments. [Learn more about retargeting](https://yandex.com/support/direct/en/impression-criteria/retargeting-lists.md)

#### Adapt your ads to your audience

<!-- ссылка Долгосрочные интересы ru en tr ../../metrica/visitors/interests.md заменена на абсолютную -->
<!-- ссылка География ru en tr ../../metrica/visitors/geography.md заменена на абсолютную -->
<!-- ссылка Пол ru en tr ../../metrica/visitors/sex.md заменена на абсолютную -->
<!-- ссылка Возраст ru en tr ../../metrica/visitors/age.md заменена на абсолютную -->

Yandex Metrica gives you a deeper insight into your audience by the reports [Long-term interests](https://yandex.com/support/metrica/visitors/interests.html#interests), [Geography](https://yandex.com/support/metrica/visitors/geography.html), [Gender](https://yandex.com/support/metrica/visitors/sex.html), [Age](https://yandex.com/support/metrica/visitors/age.html). When you select a goal, you can see the characteristics of users who reach the goal more often. You can set up bid adjustments to increase the number of such users, and write separate ad texts for them. [Learn more about bid adjustments](https://yandex.com/support/direct/en/impressions/bids-adjustment.md)

#### Find out how visitors go to your site

<!-- ссылка Поисковые запросы ru en tr ../../metrica/sources/search-queries.md заменена на абсолютную -->
For example, see the [Search query](https://yandex.com/support/metrica/sources/search-queries.html#search-queries) report: you can add the most effective queries to your campaign keywords.

## How to identify shortcomings of your website {#site}

#### Check your website performance on different devices and browsers

<!-- ссылка Устройства ru en tr ../../metrica/reports/user-pc.md заменена на абсолютную -->
<!-- ссылка Браузеры ru en tr ../../metrica/reports/user-pc.md заменена на абсолютную -->
<!-- ссылка Время загрузки страниц ru en tr ../../metrica/reports/timing.md заменена на абсолютную -->
If the website loads slowly or fails to adapt to screen size, mobile users bounce out. You can compare bounce rates and page depth for desktops, smartphones, and tablets (in the [Devices](https://yandex.com/support/metrica/technologies/tech-general.html) report), and for different browsers (in the [Browsers](https://yandex.com/support/metrica/technologies/tech-general.html) report). You can analyze website performance using the [Page load time](https://yandex.com/support/metrica/reports/timing.html#timing) report (you can also group it by device).

#### Evaluate user interaction with the website

- Identify the landing pages that often bounce visitors back from the website: see the bounce rate in the report **Content → Landing pages**.

<!-- ссылка составную цель ru en tr ../../metrica/general/goal-steps.md заменена на абсолютную -->
<!-- ссылка Конверсии ru en tr ../../metrica/reports/conversion.md заменена на абсолютную -->
- Create a [multi-step goal](https://yandex.com/support/metrica/general/goal-steps.html#goal-steps): define the sequence of steps the user takes on their purchase path. In the [Conversions](https://yandex.com/support/metrica/reports/conversion.html#conversion) report, you see which step you lose your customers at most often.

- Find out what difficulties the users have: use [Session Replay](https://yandex.ru/support/metrica/en/webvisor/info) to select sessions with product views without purchases and replay the sessions.

<!-- ссылка кликов ru en tr ../../metrica/behavior/click-map.md заменена на абсолютную -->
<!-- ссылка ссылок ru en tr ../../metrica/behavior/link-map.md заменена на абсолютную -->
<!-- ссылка скроллинга ru en tr ../../metrica/behavior/scroll-map.md заменена на абсолютную -->
- Additionally evaluate your website navigation using the maps of [clicks](https://yandex.com/support/metrica/behavior/click-map.html#click-map), [links](https://yandex.com/support/metrica/behavior/link-map.html#link-map), and [scrolling](https://yandex.com/support/metrica/behavior/scroll-map.html#scroll-map).

<!-- ссылка Аналитика форм ru en tr ../../metrica/behavior/web-forms.md заменена на абсолютную -->
- Use the [Form analysis](https://yandex.com/support/metrica/behavior/web-forms.html#web-forms) tool to test how your forms work: you will find out on which field of your form the users usually drop the form.

{% note tip %}

For more information about checking website usability, see the guides [for the desktop version](https://yandex.ru/adv/partners/usability_desktop) and [mobile version](https://yandex.ru/adv/partners/usability_mobile).

{% endnote %}

#### Learn more

<!-- - Как создать, настроить и установить счетчик Яндекс Метрики (видео): [часть 1](https://www.youtube.com/watch?v=MvzTpjvjOXU), [часть 2](https://www.youtube.com/watch?v=iiQhXsci-00), [часть 3](https://www.youtube.com/watch?v=VJoCX9A_Jvk) -->

<!-- - [Яндекс Метрика: введение в веб-аналитику (видео)](https://www.youtube.com/watch?v=E51Cnd0y_gY) -->




- [Yandex Metrica Help](https://yandex.ru/support/metrica/index.html)



- [How to use statistics to manage promotions](https://yandex.com/support/direct/en/statistics/performance-stat-guide.md)

- [Differences between Yandex Direct and Yandex Metrica statistics](https://yandex.com/support/direct/en/troubleshooting/stat.md#stat-diff/counters)

<!-- source: en/_includes/footer.md -->
#### Have questions? {#questions}

{% note alert %}

Our customer support can only assist you with campaigns linked to the username you are contacting us from. You can check your username by opening [ya.ru](http://ya.ru/) in another browser tab. Our team can access your data only when processing your request.

{% endnote %}

Scan the QR code or tap it to follow the link.

<!-- стили желтых кнопок-катов: -->



<!-- стили желтой кнопки-ссылки: -->



<!-- стили куар-кодов: -->


<!-- стили полезных ссылок: -->




<!--------------------------------------- локаль ru ---------------------------------------------->
<!-------------------------------------- /локаль ru ------------------------------------------->



<!-------------------------------------- локаль en ------------------------------------------------->

<div class="footer-col-social">

<div class="social-card"> <!-- telegram ссылка как в ru-->

<a href="https://t.me/YandexDirectSupportBot?utm_source=direct&utm_medium=help&utm_campaign=ru" target="_blank">
    <img src="https://yastatic.net/s3/doc-binary/src/support/direct/ru/files/telegram-qr.png" style="width: 96px;">
</a>

</div>




<div class="social-card"> <!-- watsapp -->

<a href="https://wa.me/74951399193?utm_source=direct&utm_medium=help&utm_campaign=en" target="_blank">
    <img src="https://yastatic.net/s3/doc-binary/src/support/direct/ru/files/watsapp-qr-en.png" style="width: 96px;">
</a>

</div>

</div>

If you select Telegram or WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history.


<!-- желтая кнопка-кат: -->
<div class="cut-button">

{% cut "Call" %}

You can contact us from 10:00 to 19:00 (UTC+3) by phone:

**Moscow**: [+7 495 139-91-93](tel:+74951399193)

**Russia**: [8 (800) 700-47-45](tel:88007004745) (toll-free within Russia)

To access campaigns, the customer service specialist will need your [PIN](https://yandex.com/support/direct/en/troubleshooting/pin-code.md).

{% endcut %}

</div>




<!-- желтая кнопка-кат: -->
<div class="cut-button">

{% cut "Leave a message" %}

<iframe form-id="1435" collapsed="no" collapsible="no" form-title="Обратиться в отдел клиентского сервиса" id="all-p" width="100%" src="https://forms.yandex.ru/surveys/1435/?lang=en&title=%D0%9E%20%D1%87%D0%B5%D0%BC%20%D0%B2%D1%8B%20%D1%85%D0%BE%D1%82%D0%B8%D1%82%D0%B5%20%D1%81%D0%BF%D1%80%D0%BE%D1%81%D0%B8%D1%82%D1%8C%3F&requestid=1678345963548777-1444993988871094178-vla1-3501-vla-l7-balancer-8080-BAL-7399&iframe=1&path=%2Fsupport%2Faudience%2Ftroubleshooting%2Fstart.html&feedback_sid=8935512981673750718&mobile=false&service=audience&referer=https%3A%2F%2Fyandex.ru%2Fsupport%2Faudience%2Fdelete-data.html&url=https%3A%2F%2Fyandex.ru%2Fsupport%2Faudience%2Ftroubleshooting%2Fstart.html" frameborder="0" style="background: #FFFFFF; border-radius: 10px; padding: 18px"></iframe>

{% endcut %}

</div>

<!-- ссылки: -->

<br>
<br>


<div class="grid-container">
    <div class="grid-item">
        <div><p><h3><span style="font-weight:normal">Useful links</span></h3></p>
        <ul>
            <li><a href="https://direct.yandex.com/dna/grid/campaigns">My campaigns</a></li>
            <p></p>
            <li><a href="https://wordstat.yandex.ru/">Wordstat</a></li>
            <p></p>
            <li><a href="https://yandex.com/support/direct/en/payments/payment-methods">Payment methods</a></li>
            <p></p>
            <li><a href="https://yandex.com/support/direct/en/troubleshooting/other">Contacts</a></li>
        </ul>
        </div>
    </div>
    <div class="grid-item">
        <div><p><h3><span style="font-weight:normal">Legal documents</span></h3></p>
        <ul>
            <li><a href="https://yandex.com/legal/direct_adv_rules_ch/en/">Advertising requirements</a></li>
            <p></p>
            <li><a href="https://yandex.com/legal/direct_display_rules_ch/en/">Display rules</a></li>
            <p></p>
            <li><a href="https://yandex.com/legal/offer_direct_ae/en/">Terms of service</a></li>
        </ul>
        </div>
    <div class="grid-item">
        <div><p><h3><span style="font-weight:normal">Training</span></h3></p>
        <ul>
           <li><a href="https://yandex.com/adv/edu?menu=open">Online courses</a></li>
        </div>
        <ul>
    </div>
    <div class="grid-item">
        <div><p><h3><span style="font-weight:normal">Learn more</span></h3></p>
        <ul>
           <li><a href="https://yandex.com/adv/news">New in Yandex Direct</a></li>
           <p></p>
           <li><a href="https://yandex.com/adv/solutions?menu=open">Yandex customer cases</a></li>
        </div>
        <ul>
    </div>
</div> 


<!---------------------------------------- /локаль en ------------------------------------------>



<!---------------------------------------- локаль zh ------------------------------------------------>
<!----------------------------------------- /локаль zh ----------------------------------------->



<!----------------------------------------- локаль tr ----------------------------------------------->
<!---------------------------------------- /локаль tr -------------------------------------------->
<!-- endsource: en/_includes/footer.md -->

<!-- уточнить. оригинал попап ../../metrica/general/glossary.dita#glossary/failure -->

<!-- тут был попап из _includes/metrica/popup.md -->