Updates to attribution models in Yandex Direct and Yandex Metrica
Yandex Metrica is phasing out the legacy attribution models: "First click", "Last non-direct click", "Last click from Yandex Direct", and "Last click from Yandex Direct (cross-device)".
These changes will roll out in two stages:
- Starting April 21, the legacy attribution models will no longer be available when creating new unified performance campaigns. You also won't be able to switch active campaigns to these outdated models.
- Starting May 20, active campaigns using legacy models will automatically switch to newer cross‑device versions or automatic attribution. This switch won't cause the strategy to retrain, and your campaigns will keep running as usual.
The attribution logic will remain unchanged. The settings will still offer updated versions of the legacy models you're familiar with. For more information, see Yandex Ads.
Attribution
In the attribution settings, select the model to evaluate your campaign results:
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Automatic
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First click
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Last click
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Last non-direct click
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Last click from Yandex Direct
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First impression from Yandex Direct
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Last impression from Yandex Direct
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