Questions about statistics

This may happen if users click on ads the day after they are displayed. For example, if a user entered a search query and saw your ad at 23:59, but only clicked on it at 00:01, then the impression and click will show up in the statistics for two different days.

This also explains cases when the number of clicks during a day exceeds the number of impressions.

If you see a large number of recurring sessions or very short sessions, check whether they show up in the “Yandex Direct, summary” report in Yandex Metrica. You can find the suspicious session by time — look at the daily statistics broken down by the minute.

Yandex.Direct uses multi-stage fraud protection that includes both automated and manual filtration methods to protect you from malicious or erroneous clicks. Clicks that Yandex Direct identifies as invalid or erroneous are not counted in the “Yandex Direct, summary” report in Yandex Metrica or in Yandex Direct statistical reports. The advertiser's account is not charged for these clicks.

If your suspicions are confirmed, Yandex will restore those funds to your advertising campaign ASAP.

The number of clicks or impressions may have increased drastically for the following reasons:

Changes in the ad campaign

Even minor changes in ad texts and campaign settings (time, display region, strategy), as well as changes in bids can influence your ad statistics. Changes to keywords can really affect statistics, as keywords are the main criteria that determines if your ads get served. For example, adding a popular phrase to your list of keywords can cause a sharp surge in your impressions and clicks.

Impressions in ad networks

Content ads are displayed in the ad networks (Yandex Advertising Network and ad exchanges) if the advertising content corresponds to the site content or the user's interests. We are constantly adding new sites and working to improve ad performance on sites that are already part of the networks. Any one of of the network sites may become a source of useful traffic for you. You can check the number of impressions in ad networks with the Statistics by day report on the campaign statistics page. Click the Show additional settings button and check the ad networks box.

Added statistics on product campaigns to the account's Report Wizard

Until March 28, 2023, product campaign statistics were not available for cross sections in the Report Wizard, for all campaigns. You cannot compare product campaign metrics with the metrics of other ad types.

Beginning on March 28, 2023, data on product campaigns was added to the account's Report Wizard. This could have affected the overall metrics. That's why you might see increased impressions, clicks, or expenditures in reports.

External factors

To find out what keywords resulted in the majority of clicks, go to the Phrases by day report on the campaign statistics page. If certain phrases noticeably stand out, it may be caused by external factors (such as the current season, a certain TV show, the news, technical issues, changes in your competitors' bids, etc.). You can also use the Yandex Metrica “Yandex Direct, summary” report to view specific search queries which led to your website.

You can enter budget restrictions to monitor your ad expenses. Keep your campaign performance and desired audience coverage in mind when setting restrictions. If your budget is too small it will decrease your number of impressions and your potential customers may end up with your competitors.

If you think your ad campaign has become a victim of fraud, please contact us using the form at the bottom of the page. You must enter your ad number and the period of time when you think malicious clicks or impressions took place. If your suspicions are confirmed, Yandex will refund the money to your shared account ASAP.

We'd recommend paying attention to the quality of your website. Try using Session Replay in Yandex Metrica to determine if your website has quality issues. Session Replay allows you to perform a detailed analysis of user behavior (such as their actions and time spent on your site) and to identify problems in navigation, page logic and site usability.

Other times, the cause of weak sales may be poor campaign performance: users are unable to find the products, services, or terms of service that they want. Please check that you have correctly set your display region and your impression schedule. Also check that your site is free of errors and that you have refined your keywords. Follow Yandex's recommendations for improving advertising performance.

Fraudulent conversions are actions aimed at spending the advertiser's budget. The following conversions are not considered fraudulent:

Repeat conversions within different sessions

Sessions are defined according to one of four attribution models. For example, a user submitted a request during different sessions. This is not considered fraud.

A session on the "Thank you for your purchase" page is set as a goal, but the user forgot to close the page and the conversion was counted twice. This is not fraud either.

To avoid such situations, use verifiers that prevent users from sending the same data again. Either change the attribution model or the goal for optimization.

Fields filled in incorrectly

• Contact details. An invalid email or phone number specified by the customer aren't fraudulent conversions.
• Inappropriate use of fields. For example, a user left feedback in the contacts form or submitted other information instead of a phone number. Filling out a form in exchange for a reward promised on the site is not considered a fraud either.

  To avoid such situations, carefully adjust the data format in forms and try not to mislead users.

Yandex can only check conversions for fraud over the past 30 days. It is technically impossible to itemize conversions for an earlier period.

If you suspect that some conversions were made deliberately to drain your ad budget, contact us.

The number of clicks or impressions may have fallen drastically for the following reasons:

If these recommendations didn't help, contact us using the form at the bottom of the page. You must enter your ad number and the time period when you noticed a drop in impressions and clicks.

The dsp.yandex.ru name represents a combination of external ad network sites that collect a small number of impressions. We don't list statistics for them individually because the numbers are insignificant. As soon as a site gets a significant number of impressions, the name of the site is shown.

You might be using low-frequency keywords, which means that the probability of an impression for the selected location-based audience segment is not very high, even with bid adjustments to raise the bid. Choose keywords with a higher impression frequency if you want to increase the number of impressions in the selected geo segment.

In addition, your competitors might have raised their bids, so your bid adjustment is not high enough for your ads to win the auction. Change your bids so that you can win auctions more often and be selected for impressions.

Check the settings for the “Search queries” report. The report with the keyword text filter excludes search queries that didn't have clicks and that aren't listed individually in the statistics (Other search queries). This might make the number of impressions for a keyword in the Report Wizard higher than in the “Search queries” report.