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.
How to start gathering statistics
“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
For more information about reports, see Yandex.Metrica help.
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.
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
& operators, for example:
Make sure that the pages that the resulting links lead to are accessible.