The tag number is specified in the Yandex Direct campaign settings.
Tag settings in the Yandex Metrica interface don't have excessively narrow filters set up on the Filters tab.
The tag is installed on all the landing pages. To view data for pages that have the Yandex Metrica tag installed, go to Reports -> Content -> Popular. The data is shown if site users have previously visited these pages. To check whether the tag is installed correctly on any of the site pages, see Checking tags.
The site was functioning correctly during the selected report dates.
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Yandex: Unknown means that the session that Yandex Metrica registered couldn’t be traced to a specific click on a Yandex Direct ad. Besides the advertising system itself, the rest of the data couldn’t be detected either, including the campaign, keyword, and query.
If you see Yandex: Unknown as a source in Yandex Direct, it may be due to a time gap between generating the yclid tag in Yandex Direct and recording a session in Yandex Metrica. This can happen in the following situations:
The user clicked an ad but left the source page open on a browser tab, and later refreshed the page.
The user clicked a link from an ad, but then forwarded it to someone else. A repeat visit using this link won't be associated with the click on the Yandex Direct ad, either.
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Make sure that the tag is formed correctly. A UTM tag consists of five parameters, which can be arranged in any order and are separated by ampersands (&):
In addition, UTM tags might not be counted because:
The Yandex Metrica tag isn’t installed on landing pages, or it is installed incorrectly. Check how the tag is installed.
The ad specifies a URL that redirects to a page that doesn't have the Yandex Metrica tag installed.
The ad specifies a URL that redirects to another page, and the UTM labels are lost.
The ad specifies an invalid URL that doesn’t open a page.
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The standard report on UTM tags has a hierarchical structure: utm_source, utm_medium, utm_campaign, utm_content, and utm_term.
If you use every UTM tag except utm_content, data for utm_term won't be available in the standard Labels report group report. In order to start showing the tags, remove utm_content from the report.
The tag parameters have default names: utm_source, utm_medium, utm_campaign, utm_content, and utm_term. You can't change them or create custom names (like utm_keyword or utm_word), because they won't be part of the UTM labels and their data won't be reflected in the “UTM labels” report.
The “UTM tags” report shows information for the utm_source, utm_medium, and utm_campaign parameters. Information for the utm_keyword parameter is only available in the Reports -> Content -> By URL parameters report.
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This happens as the reports are by default based on the Last non-direct click attribution model. It helps you calculate the conversion rate more precisely by taking into account the user’s session history to select the traffic source.
To remove statistics on a stopped or archived campaign from the report, select the Last click model. In this case, Yandex Metrica detects the current traffic source for each session.
Learn more about attribution models in Yandex Metrica and Yandex Direct in the blog.
See the reasons why data may differ. If the reasons have been resolved but you still have questions, fill out the form below.
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Please note: Our support team will never initiate a call to you. Do not follow any instructions of people who call you and introduce themselves as the Yandex Metrica support team.
Please note: Our support team will never initiate a call to you. Do not follow any instructions of people who call you and introduce themselves as the Yandex Metrica support team.