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Yandex.Metrica Advertising campaign efficiency evaluation

Yandex.Metrica is a special tool which tells you what happens on your website when it is clicked through from an ad from Yandex.Direct. This information is needed to thoroughly analyze the efficiency of ads.

What Metrica monitors

Attracting users

Yandex.Direct reports in Metrica clearly show which ad campaigns, advertisements, phrases, and search queries were used by users to reach your website, as well as which regions they came from and from which ad platforms. Use this information to optimize your advertising campaigns.

For example, you can improve phrases by adding keywords from the relevant search queries, as well as negative keywords from irrelevant queries. This will help you acquire more engaged users and improve your CTR.

Learn more about Yandex.Direct reports...

Website audience

In Yandex.Metrica you can get detailed information about your audience. The gender, age, and interests of website users are calculated by analyzing their internet behavior using Crypta technology. Based on this data, advertisements can be made more relevant and their efficiency can be improved.

Learn more: data included in the Yandex.Metrica reports

Goals and conversions

It is not only important to attract users to your website, but also to find out whether they will become real customers. For this purpose, you have to set goals in Yandex.Metrica, i.e. identify key activities which website users must fulfill.

For example, a user may become your customer if they:

  • click on the “Shopping cart” button
  • go all the way from the shopping cart to the “Thank you for your purchase” page when placing an order
  • visit at least two pages on the site
  • visit the contact information page
  • register with the website or subscribe to a mailing list

Learn more about setting goals in Yandex.Metrica...

Goals that you set will help identify which phrases and advertisements are used to visit the website by users who achieve these goals. You will be able to not only analyze the increase in converted sessions, but also optimize them by using one of the automatic strategies: Average CPA or Weekly budget. Maximum conversions.


Owners of online stores can get detailed information from Yandex.Metrica about each order placed in their online store. You can find out how much money was generated by each order, and which channels the most profitable orders came from.

Learn more about reports for online stores...

Advertising expenses

You can quickly evaluate your Yandex.Direct advertising expenses in the Yandex.Metrica interface. For example, you can view overall advertising expenses, find out the average converion cost for all your ad campaigns, and estimate the average or total cost of clicks for certain device types, regions, search queries, and sites.

Read more about reports on advertising expenses

Target calls

Customers place orders by phone as well as through the site. The “Target Call” service allows you to compare the efficiency of different promotional channels. You will get special telephone numbers, which can be associated with different sources, with a level of drilldown that can go as far as individual advertising campaigns. The phone number on the website and on the virtual business card (or vCard) is automatically replaced depending on the source. This means you can find out how the caller discovered you.

Узнайте больше об услуге “Target call”...

How to start collecting statistics

  1. Create a counter in Yandex.Metrica and set goals for it.

  2. Install the counter code on all pages of your site as close as possible to the start of the page — how complete the data collected is depends on this. To check whether a counter is correctly installed, you can use the browser console.

  3. Fill out the Metrica counters field in your ad campaign's settings in Yandex.Direct. This is sufficient for Yandex.Direct and Yandex.Metrica to interact correctly.

  4. If you don't specify counter numbers, then the automatic tagging of links can help you transfer data between Yandex.Direct and Yandex.Metrica. Make sure that in your campaign settings you have enabled the Tagging links for Metrica option, and your site correctly opens links containing tags.

    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:

    After an ad is clicked on, the Metrica counter on your site will track the tag and link the session with a specific click. If there are several counters on your site, the sessions and clicks will be accounted for in each of them, so you will need to factor this in when analyzing the results of advertising.

    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.

    If you don't have the technical capability to configure your site to work with tagged links, then complete the Metrica counters form in your campaign settings and disable the Tagging links for Metrica option.

    Attention! If you have not filled out the Metrica counters field in your campaign settings and the Tagging links for Metrica option has been disabled, then click data for ads will not end up in Yandex.Metrica, and data from Yandex.Metrica will not end up as Yandex.Direct statistics.

Questions and answers

How quickly is data updated in Yandex.Metrica reports?

User actions on your site are reflected in the majority of reports in Yandex.Metrica in the space of just a few minutes. Data for special Yandex.Direct reports undergoes additional inspection, meaning such reports will only appear in Yandex.Metrica after a few hours.

How quickly the data on reaching the goals becomes available on Yandex.Direct?

The data on reaching a particular goal becomes available on Yandex.Direct within 24 hours.

Why does data in statistics for Yandex.Direct and for Yandex.Metrica differ?

The point of comparing Yandex.Direct's statistics with Yandex.Metrica's special reports on Yandex.Direct is because Yandex.Metrica takes into account all sessions on a site, while Yandex.Direct only factors in clicks on ads.

Before comparing, make sure that your Metrica counter is installed on all pages of your site and linked to all your campaigns in Yandex.Direct.

Data from both Yandex.Direct and Yandex.Metrica may differ, which is normal and should not be cause for concern.

The number of sessions and number of clicks do not match

This difference may be due to the following:

  • You did not link your Metrica counters to several ad campaigns

  • There is ad blocking software (such as AdBlock) installed on the browser, operating system, or on the proxy server of the site user, which can stop counters from loading properly

  • Technical issues such as users leaving the site before the counter has the time to load properly

  • You added a vCard to your ad, and clicks on that do not lead to a session on your site

In Yandex.Direct's statistics I see one set of Yandex.Metrica data, and in my own counter I see another

Statistics on page depth, conversion indicators, and goal costs from Yandex.Metrica will end up in Yandex.Direct. If your site has several counters installed, then Yandex.Metrica will calculate the data for each counter separately, while Yandex.Direct will provide a total for all counters.

You can also find answers to the following questions in Yandex.Metrica's help:

If you have any other questions regarding Yandex.Metrica, please contact the support service.

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