Parameters passed in ad URLs

You can pass various parameters and tags (including UTM tags) in Direct ad URLs. They can be used for tracking various statistical data (such as traffic sources) and evaluating the effectiveness of ad campaigns.

What are URL parameters?

URL parameters are variables which can be added to a link to an advertiser's 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:

The parameter itself is a "name-value" pair. 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 — the required values are automatically added by the system, e.g. term={keyword}, where {keyword} stands for the keyword which triggered the ad impression

How to add parameters to an ad

You can add parameters when you create or edit ads in the Link to site field by using the ? or &, operators. For example:{keyword}

You should choose a parameter name, e.g. term={keyword} or keyword={keyword}.

Make sure that the pages the links redirect to are available.

Attention. Cyrillic characters passed 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 and _openstat tag values will be passed.

Shared parameters set at the campaign level

Specify shared UTM tags and dynamic parameters at the campaign level and monitor results of ad placement. Tags and parameters are automatically added to each link in every ad: to links, sitelinks, and the button.

For this, in the campaign settings under URL parameters, enter the parameters and UTM tags. They will be added at the end of the links specified in ad settings.

This option is only available in Text & Image ads, Dynamic ads, and Smart banners campaigns.

In Text & Image ads, URL parameters at the campaign level take precedence over ad tags.

For example, if you set the following URL parameters at the campaign level:


And added the following parameters in your ad link:


The resulting link will include:


For dynamic ads and smart banners, group-level parameters take precedence. However, if you specify parameters only at the campaign level, such parameters will take precedence.

Example 1

You specified the following URL parameters at the campaign level:


Tracking link at the ad group level:


Link in ad:{keyword}&utm_content=HappyNY#ancor

Resulting link:{ad_id}&utm_content=HappyNY#ancor
Example 2

At the campaign level, you set the following parameters:


You omitted a tracking link at the ad group level.

Link in ad:{keyword}&utm_content=HappyNY#ancor
Resulting link:{keyword}&utm_content=HappyNY#ancor

If a Turbo page is specified in the ad, then the URL parameters apply. If only a vCard is specified, the parameters won't be added to it.

When you update URL parameters, your ads are resubmitted for moderation.

Yandex Direct's dynamic parameters

The table below provides a list of values for Yandex Direct's dynamic parameters which are recommended for collecting detailed statistics.

Value to be inserted in URL


Transmitted value

{ad_id} or {banner_id}

ID of ad



Campaign name

text up to 60 characters


Transliterated campaign name

Latin text, up to 60 characters


Campaign type

type1 — Text & Image ads

type2 — Ads for Mobile Apps

type3 — Dynamic ads

type4 — Smart banners

type6 — Search banner


Ad campaign ID



Creative ID from Ad Builder



Device type on which impression was made

desktop — desktop

mobile — mobile phone

tablet — tablet


Group ID



The keyword for which the ad was displayed (Text & Image Ads or Ads for Mobile Apps)

keyword text without negative keywords


The ID of the keyword for the Text & Image Ads or Ads for Mobile Apps



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



Bid adjustment ID for retargeting list



ID of a mobile app interest number


Type of match between impression criteria and search query rm — autotargeting

syn — semantic matching


Matched keyword (used instead of {match_type}) text of a selected keyword or semantic match


Dynamic text ad target

name of a dynamic text ad target


ID of a targeting condition for dynamic ad.



Exact position of an ad within a block. Passes only the position number, which doesn't define the block type where the ad is displayed (use with {position_type})

position number in a block (for example 1)

0 — ad was displayed in the ad networks (YAN or ad exchanges)


Ad block type if the ad appeared on a Yandex search results page

premium — premium placement

other — block to the right or at the bottom

0 — ad was displayed in the ad networks (YAN or ad exchanges)



ad network publisher domain (for example, 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.


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


ID of the region where the ad has been displayed number


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. number

A link with dynamic parameters will look something like this:{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}&region={region_id}&region_name={region_name}
Note. In sitelinks the insertion of values of the parameters {campaign_id}, {ad_id}, {banner_id}, {phrase_id} is guaranteed only when these parameters are also present in the ad URL itself.

Special parameters {param1} and {param2}

The dynamic parameters {param1} and {param2} are general purpose parameters. First, for collecting statistics you can use them as additional parameters, for which you manually set a list of transmitted values. Second, by using {param1} and {param2} you can redirect users to different landing pages on your site based on different keywords they used to reach your ad.

You can only set {param1} and {param2} values in XLS/XLSX files, in Direct Commander, or via the API.

For example, you can use Excel spreadsheets to set the values:

Keyword (including negative keywords)


Parameter 1







The ad which will be displayed according to the keyword roses will lead to the page

The ad which will be displayed according to the keyword lilac will lead to the page

  • The link indicated in the uploaded file is checked without the parameters {param1} and {param2}. For example, if the link{param1} is entered, then Yandex Direct verifies the page by referring to the link Make sure that this page is available and correctly displays in all browsers.

  • Special characters in the values of {param1} and {param2} parameters are automatically encoded in UTF-8. For example, if you use flowers/lilac.html as “{param1}”, the “/” character (forward slash) is converted to “%2F” and the ad leads to

UTM tags

UTM is a standard means for obtaining statistics. Here are the basic names of UTM tags:

  • utm_source — source of click
  • utm_medium — traffic type
  • utm_campaign — ad campaign name
  • utm_content — additional information which helps to differentiate ads
  • utm_term — keyword

The parameters utm_source, utm_medium, and utm_campaign are required, while utm_content and utm_term are optional. You must use all UTM tags to get the correct information in the standard tags report 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 theutm_content dimension in the report settings).

UTM tags can be used with Yandex Direct's dynamic parameters:{source}&utm_medium=cpc&utm_campaign={campaign_id}&utm_content={position_type}.{position}&utm_term={keyword}

Using parameters with templates

Parameters can be used with templates:{ad_id}

Please make sure that the pages to which the template links redirect are available.

Using special parameters for directing clicks on the same ad to different landing pages

Depending on the keyword, you can use a template along with special parameters to send the user to different pages when they click on an ad.

You can do this using XLS/XLSX files, in Direct Commander, or through the API. If you have several groups of ads of the same type, combine these ads into one group. Just change the group number for all the ads you want to combine into one group. Set a unique keyword for each ad and add a template to the title and text. Add the {param1} parameter to the link for all the ads. Enter its value in the “Parameter 1” column.

If you need to enter several variables at once on the referral page, then use {param1} and {param2} together. Let's say that information on your site is grouped by manufacturer and a separate page was created for each item (for example,,

Enter links in the format{param1}/{param2}. For each ad, enter the manufacturer in the “Parameter 1” column and the item in “Parameter 2”.

Ad group 1

Ad 1

Ad 2

Keyword (with negative keywords)

giraffe elephant


Cute #animals# to brighten your day!


Plush #animals# that children and adults will love


Parameter 1



Parameter 2



An ad with the textPlush giraffe for adults and children will lead to the page, whereas the title Cute elephant to brighten your day will lead to the page.

As a result, keywords from an ad group will get enough impressions and your ad group will avoid the “Rarely served” status.

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