This may happen when ads are displayed on one day and the clicks generated by the ads were made on another day. For example, if a user entered a search query and saw your ad at 11:59 pm, but only clicked on it at 12:01 am, then the impression and click will show up in the statistics for two different days.
This is also the case when the number of clicks during the day exceeds the number of impressions.
The page where you set bids only shows the keywords for which ads are being shown then. Should you delete or update any of the keywords, the bids page will not display this keyword and clicks generated by it. The figure on the My campaigns will reflect all the clicks for all the ads for the entire duration of a particular campaign.
Statistics reports show click totals for the entire time that your campaign has run, both on search and in the ad networks.
The bid setting page only displays clicks from the past 28 days that affect the CTR of your ads on the first search results page. For regular ads, these are clicks on regular ads in search results, on desktop and tablets, and, for mobile ads, clicks on mobile ads in search results on mobile phones. If the ad group has both regular and mobile ads, the combined data is displayed.
To find out the exact number of clicks on your ad for a given period, for all available partners — for example, the number of clicks on a mobile ad in search results on desktop and tablets, or the number of clicks in the ad networks — use Statistics reports.
The page where you set bids only lists the keywords that your ads are currently served based on. If you replace or delete a keyword, data that was collected on it will not be displayed on the page where you set bids.
When statistics appear in the interface, as well as when calculating totals, the sum total of funds spent is rounded to two decimal places. The values are rounded off before or after the calculation is performed. This depends on whether you are viewing the general or detailed statistics. The total in the API statistics is not rounded off. This may result in slightly different total amounts.
Your ad is not only displayed for searches that precisely match your keywords, but also for searches that include your keywords as part of the query. Furthermore, the amount and size of competing bids for these searches can vary. Therefore the amount deducted from your account will never be more than the maximum bid you specified.
Acts (service invoices used to close a service transaction in the Russian Federation) are automatically generated at the end of each month. The amounts contained in acts are not subject to revision.
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 a check is performed.
If the total contained in the acts for a given period does not match the cost of the clicks reflected in the statistics, that means that the statistics for that period were revised. The discrepancy in the totals will be taken into account when generating the next act.
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.
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.
This difference may be due to the following:
You did not link your Metrica counters to several ad campaigns
There is ad blocking software (such as AdBlock) installed on the browser, operating system, or on the proxy server of the site user, 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 clicks on that do not lead to a session on your site
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.
Yandex.Direct is concerned with the security of ads placed on its service. Therefore, a multistage technology, which combines both automatic and manual filtration methods, is used to protect against unfair and erroneous clicks.
Clicks which are identified by Direct as invalid are not counted in Direct's statistical reports and funds are not debited from the advertiser's account for them.
Often an increase in the number of ad clicks can be caused by other factors. The most frequent reasons for spikes in activity are described in the section I noticed a spike (or a dip) in impressions (or clicks or expenditures).
The number of clicks or impressions could have changed sharply for the following reasons:
An abrupt spike or dip in activity could be caused by any changes you recently made to the campaign settings.
Even minor changes in ad texts and campaign settings (time, impression region, strategy), as well as changes in bidding can influence your contextual advertising statistics. Of particular importance are changes to keywords, as they are the defining condition controlling the serving of ads. For example, adding a popular phrase to the list of keywords can cause a sharp surge in the number of impressions and clicks.
Content ads are displayed in the ad networks (Yandex Advertising Network and ad exchanges) if the advertising content corresponds to the content of the page or the interests of the user. The content of an actively visited website could match that of your ad. Thus the ad was displayed on the appropriate page of that site.
To check whether the surge in activity was caused by adding networks:
You can ban impressions on certain websites if you believe that they don't serve your purposes. To do this:
You can also completely disable ads from being served in ad networks in the strategy selection menu.
By banning ad displays in the ad networks, you lose a considerable part of the audience which may be interested in your ad.
The system selects additional relevant phrases to increase your target audience coverage. Because additional phrases are not added at a regular pace, you can expect to see some spikes in activity when they are.
To check whether the surge in activity was caused by additional relevant phrases, go to the Phrases by days tab on the statistics page.
You can see which additional keywords got the most clicks over a certain period of time in the Additional keywords statistics report. Click on View statistics on the campaign page.
You can set restrictions on spending for additional relevant phrases or disable them completely in the Keyword optimization section of the campaign settings.
Go to the Phrases by days section in statistics to identify the keywords which got the most clicks. If some particular keywords stick out in the statistics, it could be caused by external factors (time of year, a TV program, news etc.). You can also use Yandex.Metrica to view specific search queries which led to your website.
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.
It's recommended 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.