---
metadata:
- name: generator
content: Diplodoc Platform v5.52.0
alternate:
- https://yandex.com/support/direct/en/statistics/url-tags.md
- https://yandex.com/support/direct/ru/statistics/url-tags.md
- https://yandex.com/support/direct/tr/statistics/url-tags.md
- https://yandex.com/support/direct/zh/statistics/url-tags.md
- href: en/statistics/url-tags.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
# URL parameters
You can pass various parameters and tags (including UTM tags) in Direct ad URLs. Use them to track various statistical metrics, like traffic sources, and evaluate the effectiveness of campaigns.
## What are URL parameters? {#about}
URL parameters are variables (tags) that can be added to a link to a promoted site. Using link parameters and web analytics tools like Yandex Metrica and Google Analytics, you can obtain additional information about the clicks generated by these links.
For example, you can use a parameter to notify Yandex Metrica that a user has reached the website via a keyword:
{.border-yes}
URL parameter is a “name = value” pair. You can enter custom names (`term`, `block`). Alternatively, you use universal tags like UTM, which help analytical systems to correctly interpret information.
Depending on the set value, parameters can be as follows:
- **static**: You can set the value to be passed, e.g., `utm_term=sony_playstation` (`utm_term` — name, `sony_playstation` — static value).
- **dynamic**: Relevant values are automatically added by the system, e.g., `term={keyword}` or `utm_term={keyword}`, where `{keyword}` stands for the keyword which triggered the ad impression. List of [dynamic parameters in Yandex Direct](#dynamic).
## How to add parameters to a link {#how-add}
toAdd the appropriate parameters to a link to your site using the operators `?` and `&`, for example:
```httpget translate=no
http://www.site.com/?source=yandex-direct&term={keyword}
```
Choose names and values for the parameters, such as `term={keyword}` or `keyword={keyword}`.
Make sure that the pages the links redirect to are available.
{% note alert %}
Cyrillic characters transferred in the URL are automatically encoded in UTF-8. It's important that your site correctly accepts requests in this encoding. When Cyrillic characters are encoded in UTF-8, the URL becomes longer. If the URL exceeds 4096 bytes, only the [yclid](https://yandex.com/support/direct/en/statistics/metrika.md#settings) and openstat tag values will be passed.
{% endnote %}
[How to add URL parameters to a campaign](https://yandex.com/support/direct/en/statistics/url-tags-for-camping.md)
## UTM tags {#utm}
UTM is a standard means for obtaining statistics. Key UTM tags:
| Name | Description | Examples |
| ----- | ----- | ----- |
| `utm_source` | Click source or promotion platform, required. | `utm_source=yandex`: Ads are placed in Yandex Direct |
| `utm_medium` | Type of promotion, required. | _Cpc_, _search_ — contextual ads, _display_ — display ads. |
| `utm_campaign` | Campaign name, required. | `utm_campaign=polet_v_kosmos` or `utm_campaign={campaign_id}` |
| `utm_content` | Additional information that helps differentiate ads, optional. | You can use several values, separating them by "\|" or ".": `utm_content={position_type}.{position}` |
| `utm_term` | Keyword, optional. | `utm_term={keyword}` |
toAdd the appropriate parameters to a link to your site using the operators `?` and `&`, for example:
```httpget translate=no
http://www.site.com/?utm_source=yandex-direct&utm_medium=cpc&utm_campaign=go_to_space&utm_term={keyword}
```
#### Recommendations
- We recommend placing tags sequentially: first specify `utm_source`, then `utm_medium`, followed by `utm_campaign`, `utm_content`, and `utm_term`.
- UTM data will be collected correctly if you fill in the mandatory parameters.
- Use Latin characters in the values: type in English or use transliteration. If you use Cyrillic characters, your text might get garbled. Avoid capital letters. Separate words with underscores ( _ ) or hyphens ( - ).
- Sometimes, the `utm_source=yandex` tag is truncated to `utm_source=ya` when a user clicks a link. This happens because links with the full `yandex` value in UTM tags may open incorrectly for some users.
{% note info %}
Furthermore, `yandex` may be truncated to `ya` for any `utm_source` value. For instance, a link with the `utm_source=yandex_dtm` tag may be shortened to `utm_source=ya_dtm`.
{% endnote %}
If you need the tags to be consistent, replace `yandex` with `ya` or any other value that suits you in the settings.
You can manually create a link with suitable parameters, or use the [service for UTM tag generation](https://yandex.ru/search/?text=%D0%B3%D0%B5%D0%BD%D0%B5%D1%80%D0%B0%D1%82%D0%BE%D1%80+utm+vtnjr&clid=1955453&win=507&lr=213). Make sure that the pages the links redirect to are available.
[How to add UTM tags to campaigns](https://yandex.com/support/direct/en/statistics/url-tags-for-camping.md)
## Dynamic parameters in Yandex Direct {#dynamic}
The table below provides a list of values for dynamic parameters in Yandex Direct, which are recommended for collecting detailed statistics.
#|
|| **Value to be inserted in URL** | **Description** | **Transmitted value** ||
|| `{ad_id}` or `{banner_id}` | ID of ad | number ||
|| `{campaign_name}` | Campaign name | text up to 255 characters ||
|| `{campaign_name_lat}` | Transliterated campaign name | Latin text, up to 255 characters ||
|| `{campaign_type}` | Campaign type |
`type1`: Unified performance campaign.
`type2`: App promotion (no longer supported).
`type3`: Dynamic ads (no longer supported).
`type4`: Smart banners (no longer supported).
`type6`: Search banner. ||
|| `{campaign_id}` | The campaign ID | number ||
|| `{creative_id}` | Creative ID from Ad Builder | number ||
|| `{device_type}` | Device type on which impression was made |
`desktop`: Desktop.
`mobile`: Mobile phone.
`tablet`: Tablet. ||
|| `{gbid}` | Group ID | number ||
|| `{keyword}` | The keyword for which the ad was displayed (Text & Image ads or app promotion) | keyword text without negative keywords ||
|| `{phrase_id}` | Keyword ID for Text & Image ads in a unified performance campaign or for an app promotion | number ||
|| `{retargeting_id}` | Audience target ID that links an ad group with a retargeting list or mobile app interests. Read more about audience targets in the [Yandex Direct API documentation](https://yandex.com/dev/direct/doc/dg/objects/audience-target.html) | number ||
|| `{coef_goal_context_id}` | Bid adjustment ID for retargeting list | number ||
|| `{match_type}` | Type of match between impression criteria and search query |
`rm`: Autotargeting.
`syn`: Semantic matching. ||
|| `{matched_keyword}` | Matched keyword (used instead of `{match_type}`) | text of a selected keyword or semantic match ||
|| `{adtarget_name}`
This parameter is no longer supported. We recommend removing it from your links. | Dynamic text ad targets | name of a dynamic text ad target ||
|| `{adtarget_id}` | ID of the targeting condition | number ||
|| `{position}` | Exact position of an ad within a section. Transfers only the position number for which it isn't possible to determine the type of section where the ad is displayed (use with `{position_type}`) |
position number in the section (for example `1`)
`0`: Ad was displayed in the ad networks (YAN or ad exchanges). ||
|| `{position_type}` | Type of ad section if the ad was served on a Yandex search results page |
`premium`: Premium placement.
`dynamic_places`: Dynamic placements.
`other`: Section to the right or at the bottom.
`none`: Ad was displayed in the ad networks (YAN or ad exchanges). ||
|| `{source}` | Placement |
ad network publisher domain (for example, `travel.ru`) for impressions in ad networks (YAN or ad exchanges)
`none` for impressions on Yandex search
To serve on search sites in the Yandex Advertising Network, use either the domain or the value `none`. ||
|| `{source_type}` | Ad network type |
`search`: Search site.
`context`: Ad network site. ||
|| `{region_name}` | Name of the region where the ad has been displayed | name of the region ||
|| `{region_id}` | ID of the region where the ad has been displayed | number ||
|| `{yclid}` | ID of a click on a Yandex Direct ad. It's used to track the source of traffic to your site For more information, see [Yandex Metrica Help](https://yandex.ru/support/metrica/data/get-yclid.html). | number ||
|#
A link with dynamic parameters will look something like this:
```httpget translate=no
http://www.site.com/?type={source_type}&source={source}&block={position_type}&pos={position}&key={keyword}&campaign={campaign_id}&name={campaign_name}&name_lat={campaign_name_lat}&retargeting={retargeting_id}&ad={ad_id}&phrase={phrase_id}&gbid={gbid}&device={device_type}®ion={region_id}®ion_name={region_name}
```
{% note info %}
We can guarantee that the values for `{campaign_id}`, `{ad_id}`, `{banner_id}`, and `{phrase_id}` are populated in [sitelinks](https://yandex.com/support/direct/en/efficiency/quick-links.md) only when these parameters are also present in the ad URL.
{% endnote %}
**UTM tags can be used with Yandex Direct dynamic parameters**
```httpget translate=no
http://www.site.com/?utm_source={source}&utm_medium=cpc&utm_campaign={campaign_id}&utm_content={position_type}.{position}&utm_term={keyword}
```
For the `utm_content` tag, you can set several parameters using `|` or `.` For example, `utm_content={position_type}.{position}`.
## Tags report in Yandex Metrica {#reports}
Track your placement statistics using Yandex Metrica reports:
- [By URL parameters](https://yandex.com/support/metrica/content/url-params.html): If you add parameters with custom names to the links.
- [UTM tags report](https://yandex.com/support/metrica/reports/tags-utm.html#tags-utm): If you add tags to links according to the UTM standard.
You must use all UTM tags to get the correct information in the standard [UTM tag report](https://yandex.com/support/metrica/reports/tags-utm.html#tags-utm) in Yandex Metrica. Please note that if you use all UTM tags apart from `utm_content`, then data for `utm_term` may not be received, and can only be done by reconstructing the report (you must remove the`utm_content` dimension in the report settings).
#### Learn more
- [How to add URL parameters to a campaign](https://yandex.com/support/direct/en/statistics/url-tags-for-camping.md)
- [Using special URL parameters in ad settings.](https://yandex.com/support/direct/en/statistics/use-url-tags.md)
- [Evaluating campaign performance](https://yandex.com/support/direct/en/statistics/metrika.md)
- [Why do the Yandex Direct statistics show more conversions than the tag on the website?](https://yandex.com/support/direct/en/troubleshooting/stat.md#counters)
- [Yandex Metrica Help: Tags](https://yandex.com/support/metrica/reports/tags.html)
- [Yandex Metrica Help: Data about traffic from Yandex Direct ads](https://yandex.com/support/metrica/reports/direct.html)
#### 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.
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.
{% 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 %}
{% cut "Leave a message" %}
{% endcut %}
