The Report Wizard is a useful tool for viewing statistics. You can use it to get detailed statistics on all campaigns and evaluate the effectiveness of specific keywords and ads.
How to create a report
Click on View statistics on the campaign page. To view the statistics for all campaigns: in the side menu select Statistics → Statistics for all campaigns.
You need to accumulate impression statistics first before making a report. Therefore, ads that have no impressions cannot have reports generated for them.
- Set a time period
You can manually select a date range or choose one of the suggested time periods.
You can also view data for two periods simultaneously. Just click and set A and B periods. The end date for period B must be earlier than the start date for period A and periods should not overlap with each other.
Please note that statistics are available for the three-year period prior to the current month.
- Enter the goal and attribution model
If your campaigns are linked to a Yandex Metrica tag and goals are set, the report shows metrics that describe the conversion of clicks into real orders. Select the goal for which you want to get conversion data. By default, data is output for all goals.
Users may go to the site multiple times — for example, from an ad, a link in the search results, or a bookmark saved in the browser. Attribution is a rule that determines which of the clicks is the source of the session.
- Choose cross sections and columns
Under Cross sections, choose which sections of data to build a report from. Under Columns, choose statistical indicators.
For example, you want to know how clicks and impressions are distributed in your campaigns among users of different ages and genders. Under Cross sections, choose Campaigns, Gender, Age. Under Columns, select Impressions, Clicks, and CTR.
You can change the order of sections and columns by simply clicking and dragging them.
- Add filters
You can select data to display in the report by adding filter criteria.
For example, you want to know which campaigns received the most clicks from men aged over 45. First, in Cross sections, choose Campaigns. In Columns, choose Impressions and Clicks. Then add the Age and Gender filters:
You can save filters for future use.Note. You can use multiple values in a single filtering condition, like if you want to prepare a report on just two keywords. When entering keywords, separate them by using the “Enter” key.
How to configure graphs for reports
Report data can be displayed as a graph. To do this, click Show graph above the table containing the report.
- Graph types
You can choose a line graph or a histogram to display data.
If you are studying statistics for a long time period, the data may not always appear in a histogram. In this case, Yandex.Direct will by default create a line graph.
- Data displayed
- For convenience, displayed data is divided into three groups based on measurement type:
- Quantitative indicators — Impressions, Clicks, Average Display Position, Average Click Position, Page Depth, Conversions.
- Percentages — CTR (%), Bounces (%), Conversion rate (%).
- Cost indicators — Total expenditure (RUB), Average CPC (RUB), Goal cost (RUB), ROI, Revenue (RUB).
The graph can only compare data for two types of measurements. For example, quantitative indicators such as Impressions, Clicks and Average CPC. The second scale is added to the graph automatically when selecting an indicator from another group of measurements. In this case, data from the third group will be unavailable to input on the graph.
- Choosing a cross section
- You can drill down on the data from one of the columns to get more detail.
- Choose the required column from the drop-down list.
- Choose a cross section. Statistical indicators listed in the report parameters are available for selection.
If a cross section for a specified period in the statistics returns more than five values, then the graph displays the first five highest values, while the remaining values are added together and displayed as a sixth aggregate indicator.
Hover your mouse cursor over a graph to see the breakdown of information for an indicator.
You can save any graph as a PNG, JPEG or SVG file, or print it out. To do this, click the Export button.
Save a report to use it again in the future. Your saved report will appear in a drop down list:
You can also download a report in XLS, XLSX or CSV format. To do this, click the Export button.
Only the first 75,000 lines of the report will be downloaded.