Yandex.Metrica statistics

Yandex.Metrica is a special analytical tool that lets you find out what happens on your site after a user clicks on a banner. This information is essential for analyzing ad performance in-depth.

  1. How to start gathering statistics
  2. Yandex.Metrica reports
  3. How to add a parameter (UTM tags)

How to start gathering statistics

  1. Create a counter on Yandex.Metrica and set goals for it.
  2. Install counter code on all your website pages as close to the top of the page as possible (the completeness of the data you collect depends on this). You can check if the counter is installed correctly or not in the browser console.

Yandex.Metrica reports

“Ad systems” report

This report contains data on click-throughs from banners: sessions, users, bounce rate, page depth and other metrics.

The UTM tag is used to report this information more precisely: specify Yandex.Display as your ad system utm_source=yadisplay.

For more information about reports, see Yandex.Metrica help.

UTM-tag report

UTM is a tag standard for collecting statistics. Tags help you track click-through traffic more precisely.

Tags can consist of one or more parameters that are added to a URL. This makes it possible to track click-throughs from a concrete link.


The tag contents are correctly recognized if the site uses UTF-8 encoding.

This report is generated based on the following parameters:
  • utm_source — site URL or name of the ad system
  • utm_medium — method of driving traffic
  • utm_campaign — name of ad campaign
  • utm_content — additional information that helps distinguish ad materials
  • utm_term — keyword or other targeting means

How to add a parameter (UTM tags)

You can add a parameter when you create or edit a banner in the Link to site field by using the ? and & operators, for example:

Make sure that the pages that the resulting links lead to are accessible.