Questions about statistics
- Impressions on the day a campaign was automatically stopped
- Discrepancies in data
- Data processing may take more than 10 minutes
- I am getting “false clicks”
- I have noticed a spike in impressions, clicks or expenditure
- I got clicks and impressions, but no orders or calls
- I noticed a dip in impressions or clicks
Impressions on the day a campaign was automatically stopped
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 is also the explanation for cases when the number of clicks during the day exceeds the number of impressions.
Discrepancies in data
- Different click numbers
- Why do I see different totals for funds spent in the Yandex.Direct interface and in the API?
- Why is the average CPC displayed in my statistics higher than the Search CPC displayed in the interface?
- Why is the total on my bill greater than the cost of clicks in my statistics?
- Why do my statistics not match my forecasts?
- Why do the statistics in Yandex.Direct not match the statistics in Yandex.Metrica?
Different click numbers
Click data on the campaign page may differ from data shown on other pages.
In the bid setting section of the campaign page, only clicks on the ad over the last 28 days are shown. For “regular” ads, these are clicks on desktop and tablet search results, while for mobile ads, these are clicks on smartphone search results. If the ad group has both “regular” and mobile ads, the combined data is displayed.
In most cases, clients notice differences in clicks:
- Refine keywords (impressions will begin when statistics start to accumulate again).
- Move your campaign to the archive (accumulated statistics are reset to zero).
The page for a specific ad campaign shows only the keywords for which there are ad impressions. The figure on the “My campaigns” will take into account all the clicks for the ads for the entire duration of a particular campaign.
Impression statistics and clicks on keywords may not be shown if you:
All statistical data is saved and return to their previous values when impressions resume.
On the campaign page, statistics are shown only for search queries which contain keywords set by you, without taking synonyms into account. Statistical reports show clicks for keywords taking into account search queries which do contain synonyms.
By default, statistics for the entire period of your ad campaign on search and in ad networks are shown in the report. This factor also affects the difference in click data. You can configure which time period you want to get a report for.
Why do I see different totals for funds spent in the Yandex.Direct interface and in the API?
When statistics appear in the interface, as well as when calculating totals, the sum total of funds spent is rounded to two decimal places. Depending on whether you are viewing the general or detailed statistics, the values are rounded off either before or after they are added together. The total in the API statistics is not rounded off. This may result in slightly different total amounts.
Why is the average CPC displayed in my statistics higher than the Search CPC displayed in the interface?
Your ads not only display for searches that match your keywords exactly, but also for searches that include your keywords as part of the query. Furthermore, the number of competing bids and the bid amounts for these searches can vary. Furthermore, the amount deducted from your account will never exceed the maximum bid you entered.
Why is the total on my bill greater than the cost of clicks in my statistics?
Your bills (called "acts" in Russian) are automatically generated at the end of each month. The amounts listed in these acts can not be changed.
All Yandex.Direct advertising campaigns are regularly checked by an automatic system that protects advertisers from invalid clicks. The statistics for a given campaign may change after the campaign is checked.
If the total contained in the acts for a given period does not match the cost of the clicks in the statistics, that means your statistics for that period were corrected. This discrepancy will be compensated for when the next act is generated.
Why do my statistics not match my forecasts?
The number of real impressions and clicks within a campaign, as well as money spent, may differ from the predicted values, because the forecast considers only impressions on the main Yandex Search. In particular, such tools as Budget forecast and Wordstat do not take temporary targeting settings and impressions in the ad networks into account.
Why do the statistics in Yandex.Direct not match the statistics in Yandex.Metrica?
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 some of your ad campaigns
Users have ad blocking software (such as AdBlock) installed on their browsers, operating systems, or on proxy servers, 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 those clicks do not result in website sessions
- In Yandex.Direct's statistics I see one set of Yandex.Metrica data, and in my own counter I see another
In the Yandex.Direct statistics from Yandex.Metrica there is data on page depth, conversion rates, and goal costs. 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.
Data processing may take more than 10 minutes
The "Statistics by day and General statistics sections contain the overall campaign statistics by default. Check the Detailed ad statistics box to view more detailed information.
The ad system will then calculate the approximate volume of statistical data required. If the requested amount of data is quite large, it may take a long time to process or cause your browser to crash. This is when a warning will appear. Advertisers can then choose whether they want to receive the statistics in an XLS file, or view them in the browser.
Yandex recommends that you download the file. This process can take between 15 minutes to an hour to generate the XLS report. Once complete, you'll be able to view it at your convenience. You may see the ready report in the XLS Statistics section on the statistics page, where it will remain available for two weeks.
I am getting “false clicks”
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 statistical reports, and advertisers are not charged for them. If you notice an increase in the number of clicks on an ad, it is usually due to one of the factors described under the I have noticed a spike in impressions, clicks or expenditures section.
I have noticed a spike in impressions, clicks or expenditure
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.
- Related keywords are enabled
The system selects related keywords to increase your target audience coverage. However, related keywords are not added at regular intervals, so you can expect to see some spikes in activity when they are added. To get information on what related keywords got clicks for a specific period of time, refer to the Search queries tab on the campaign statistics page.
- 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 been the victim of fraud, please contact us using the form below. 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 restore those funds to your advertising campaign ASAP.
I got clicks and impressions, but no orders or calls
We'd recommend paying attention to the quality of your website. Try using Session Replay in Yandex.Metrica to determine if your site 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.
I noticed a dip in impressions or clicks
The number of clicks or impressions may have fallen drastically for the following reasons:
- Insufficient bid
It's possible that your competitors raised their bids, so your ad groups are not winning auctions due to low bids or downward bid adjustments. Your ads can win auctions and be selected for impressions if you increase your bids and cancel your bid adjustments.
- Your advertised offer is seasonal
There are some offers that users are only interested in for part of the year. For example, people search for “snow boots” on Yandex more often in the winter than in the summer. You can use the keyword statistics service to find out when search terms related to your topic are popular.
- Similar ads in different campaigns
It might be the case that your other campaigns contain ads that perform better despite having similar display criteria and displaying in the same regions that your campaign in question does. To find these ads in the Report wizard, select the Campaigns and Ad number cross-sections and filter by display criteria (keywords, target audiences, mobile app interests) and region. The report will show you which ads get the most impressions and clicks.
You can disable ads that are less successful in favor of those that perform better or you can alter your display criteria and regions.
- Relaunching a strategy
You can perform certain actions that will relaunch automatic strategies. For example, your strategy will relaunch when you change your strategy settings or add funds when your account balance is zero.
When you relaunch your strategy, the system recalculates your indicators to set a new forecast and select optimal bids. This takes some time.
More information about relaunching your strategy.
- Ads with adult, medical, or tragedy-related subjects
You can edit ads so that they are moderated as adult, medical, or tragedy-related content. There will be restrictions on the display of these ads on Yandex.Direct: adult and tragedy-related ads will only be served for narrowly-related search terms and medical ads will only be served on search and on medical sites in ad networks.
If you believe that your ad subject was determined incorrectly, please contact us.
If these recommendations didn't help, contact us using the form below. You must enter your ad number and the time period when you noticed a drop in impressions and clicks.