Parameters passed in ad URLs

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:

http://www.site.com/?utm_source=yandex-direct&term={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.

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:

utm_source=yandex&utm_medium=cpc 

And added the following parameters in your ad link:

utm_source=ya&utm_medium=perfomance&utm_name=brand

The resulting link will include:

utm_source=yandex&utm_medium=cpc&utm_name=brand

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:

utm_medium=cpc&utm_source=yandex

Tracking link at the ad group level:

utm_medium=cpc&utm_source=yandex&utm_term={ad_id}

Link in ad:

re-store.ru/?utm_term={keyword}&utm_content=HappyNY#ancor

Resulting link:

re-store.ru/?utm_medium=cpc&utm_source=yandex&utm_term={ad_id}&utm_content=HappyNY#ancor

Example 2

At the campaign level, you set the following parameters:

utm_medium=cpc&utm_source=yandex

You omitted a tracking link at the ad group level.

Link in ad:

re-store.ru/?utm_term={keyword}&utm_content=HappyNY#ancor

Resulting link:

re-store.ru/?utm_medium=cpc&utm_source=yandex&utm_term={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.

A link with dynamic parameters will look something like this:

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}&region={region_id}&region_name={region_name}

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)	Link	Parameter 1
roses	http://site.com/{param1}	rose.html
lilac	http://site.com/{param1}	lilac.html
iris	http://site.com/{param1}	iris.html

Keyword (including negative keywords)	Link	Parameter 1
roses	http://site.com/{param1}	rose.html
lilac	http://site.com/{param1}	lilac.html
iris	http://site.com/{param1}	iris.html

The ad which will be displayed according to the keyword roses will lead to the page http://www.site.com/rose.html.

The ad which will be displayed according to the keyword lilac will lead to the page http://www.site.com/lilac.html.

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:

http://www.site.com/?utm_source={source}&utm_medium=cpc&utm_campaign={campaign_id}&utm_content={position_type}.{position}&utm_term={keyword}

Using parameters with templates

http://www.site.com/?key=##&ad_id={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, http://site.ru/trudi/giraffe.html, http://site.ru/aurora/elephant.html).

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

An ad with the textPlush giraffe for adults and children will lead to the http://site.ru/trudi/giraffe.html page, whereas the title Cute elephant to brighten your day will lead to the http://site.ru/aurora/elephant.html page.

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