Enabling Yandex Direct reports

For users of Yandex Direct, additional reports on ad campaigns may be available in Yandex Metrica.

Conditions for getting reports

Yandex Metrica can display Yandex Direct reports. To enable this, go to the Edit campaign page of Yandex Direct and select your site's tag under Yandex Metrica tags. If a tag isn't linked to an ad campaign, traffic from ads are assigned in Yandex.Metrica reports to the “Third-party campaigns” source.

A yclid tag with a unique click ID is automatically added to all ad links. Make sure your site correctly opens links with tags. When a user clicks on an ad, the Yandex Metrica tag on your site tracks the tag and links the session to the specific click.

Access to reports

Yandex Direct, summary and Yandex Direct, sites reports become accessible in Yandex Metrica after you configure your ad campaign in Yandex Direct. To gain access to the Yandex Direct, costs report, you need to enable some special settings.

You can set up Yandex Direct reports directly from Yandex Metrica interface. To do this, use the Attraction menu item. The list will show all campaigns that this login has rights to. If you have questions about campaigns, ask them on this page.

Using the Attraction menu item, you can also set up a Yandex Business advertising subscription.

Calculating Yandex Direct ad campaign expenses

Starting May 27, 2020, Yandex Metrica calculates expenses for Yandex Direct campaigns in the same way as Yandex Direct does by default: without VAT. So the “Yandex Direct” group reports and the “Sources, costs, and ROI” report display such metric values as CPC, Average CPC, Average goal completion cost, and Average converted session cost without VAT for the current and past periods.

Differences between data in Yandex Metrica and Yandex Direct reports

The statistics for a Yandex Direct ad campaign may differ from data for the same campaign in Yandex Metrica. Yandex Direct statistics reflect clicks that weren’t filtered out by the anti-fraud system. Only these registered (valid) clicks are included in Yandex Direct statistics.

The Ad systems report shows the number of sessions for all clicks, both registered and unregistered. The Yandex Direct, summary, Yandex Direct, sites, and Yandex Direct, costs reports show sessions for registered clicks (you can’t see sessions for unregistered clicks in these reports).

Furthermore, the number of clicks registered in Yandex Direct and the number of sessions and clicks shown in Yandex Metrica reports may differ. Here are some reasons why a click or pageview might not be counted by Yandex Metrica:

• The tag code was placed on the website incorrectly. Check the code snippet.

• The tag number is not specified in Yandex Direct campaign settings.

• After clicking through from an ad, a user closed the website page before Yandex Metrica tag loaded (when they clicked through from a mobile device, for example). In this case, the discrepancy in indicators can reach 25%.

• Cyclical redirect is installed on the website.

• Ad blockers that may contain rules for blocking tags are set up on the browser, the user’s OS, or a corporate proxy server.

• The tag didn’t load on the site because the user’s browser (or a corporate proxy server) has a plugin that prohibits downloading tracking tags.

• The user’s antivirus system blocks the tag from loading.

• Technical problems related to the distance to the server that receives the tag information, or the traffic level for that internet provider.

These reasons can't be controlled by Yandex Metrica.

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http://example.com/?utm_source=yandex&utm_medium=cpc&utm_campaign=campaign123&utm_content=ad456&utm_term=keyword

http://example.com/?uid=1234&utm_source=yandex&utm_medium=cpc&utm_campaign=campaign123&utm_content=ad456&utm_term=keyword

http://example.com?utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_id}&utm_keyword={keyword}