Statistics: evaluating the results of an advertising campaign
Study the statistics to find out what results your ad campaigns bring and what you can improve in them.
For a campaign aimed at increasing sales or the number of requests, you need to analyze the number of clients who came to you through advertising, the cost of attracting them, and the revenue they brought. For detailed instructions, see the section How to evaluate the results of a performance campaign.
Tools for studying statistics
- Reports in the Yandex.Direct interface
Regularly review the reports – they will help you find weak points in your ad campaign and fix them right away. Standard reports allow you to quickly obtain data on the most popular sets of cross sections and metrics. In custom reports in the Report Wizard and the “Search queries” report, you choose the cross sections of data you want to analyze.
- Reports in the Yandex.Metrica interface
Collect information about user activity on your site, track the achievement of your goals, and compare various segments of your audience and traffic sources. Read more about analysis of advertising campaigns using Yandex.Metrica.
- Monitoring traffic volume
Monitor changes in the volume of traffic from your ad. This can happen, for example, if your search query competitors have changed their bids. Adjust the bid and spend the budget more effectively.
- URL parameters
Add special parameters to a link in an ad and study the traffic: you can find out how users got to your site (platform number, ad position, device, and so on).