“Ad systems” report
This report contains information about traffic to your site from advertising systems.
To view the report, go to Reports → Sources → Ad systems.
An example of this report is available for the Yandex Metrica demo tag.
To identify this source, Yandex Metrica uses the referrer, UTM tags, and Openstat tags.
Ways to use this report
Analyze what kind of sources attract more users
This report shows which advertising systems bring visitors to your site.
Determine engagement of users that were attracted from different sources
All of this data can be derived from your website's bounce rate. The higher the bounce rate, the lower user engagement (bounces indicate users who leave within 15 seconds of staying at a single page).
Report structure and settings
Report data is grouped by source type:
Source |
Note |
Yandex Direct |
To display information about Yandex Direct campaigns in the report, go to Yandex Direct, open the Edit campaign page, and select the tag installed on your site in the Yandex Metrica tags section. |
Yandex Market |
To collect statistics on clicks from Yandex Market, use tags in URL parameters when setting up a campaign in Yandex Market. |
Yandex PromoPages |
To collect statistics on clicks from Yandex PromoPages, specify the tag installed on your site in the campaign settings. |
Other advertising systems |
Yandex Metrica receives information about different advertising systems from tags, which are parameters in the ad's link. If an ad system does not add a special tag to your link, you can manually form the link using UTM or Openstat tags. Use the generated link in your ad campaign. Values to set in the List of tags
If the UTM tag specifies a different value for the |
Undefined means that some of the session characteristics couldn’t be identified, although the session itself was registered in the system. For instance, Yandex Direct traffic may have Yandex Direct: Undefined listed as the source. That means that Yandex Metrica recognized the ad platform, but couldn’t identify details such as the campaign, keyword, and so on.
Why sessions aren’t recognized
There are many reasons why sessions might be “undetected” in Yandex Metrica. For example, if the source of Yandex Direct traffic appears as Yandex Direct: Undefined, this could mean that there was a delay between generating the yclid tag in Yandex Direct and registering the session in Yandex Metrica. This can happen in the following situations:
- The user accessed the page by clicking an ad, left the tab open, and later refreshed the page.
- The user clicked a link from an ad, but then forwarded it to someone else. The repeat session using this link won't be associated with the click from Yandex Direct, either.
- Redirects on the site may cause yclid tags to disappear from the link and lose the referrer.
The report supports all settings available in Yandex Metrica.
Useful links |
Online training |
Banned in Russia.