Sources, costs, and ROI report

You can use the report to track the performance of an ad campaign created in any ad systems, including pay-per-conversion systems. The report displays data on campaigns whose ads lead to the website (not the mobile app). Yandex Metrica reports do not display statistics on pay-per-impression ad campaign expenses.

To view the report, go to End-to-end analytics → Sources, costs, and ROI.

Ways to use this report

Find the most profitable advertising channels

See which advertising sources bring the most revenue, taking into account the amounts spent on them.

To do this, from the list of metrics select ROI for the goal you are transmitting a value for, or the metric ROI for E-commerce revenue. The higher the ROI, the more profitable the ad. An ROI value of zero means that the ad does not generate additional revenue — it just covers its cost. A negative ROI signals that you are putting more money into advertising than you are getting in return.

Find out the cost of targeted user actions

Pay attention to the metrics CPA, converted session, CPA, converted user, and CPA, conversion. To calculate the metric, you need to create a goal.

Conditions for getting the report

To receive a report on the costs of an advertising campaign:

Yandex Direct

You must be the owner of the Yandex Direct campaign that you want to view statistics for, representative of the owner or agency representative.

If you have access to the campaigns of multiple Yandex Direct clients, you’ll be able to view the list of these clients’ chief representatives in the Yandex Metrica interface.

Note

If you have access to a Yandex Direct campaign and have uploaded data from another advertising system in a file, you will see information on advertising campaigns from all sources in the report.

Yandex Market

Yandex Metrica collects data for placements based on the ADV model. Information is transmitted starting April 1, 2021.

To view the report:

Link the Yandex Metrica tag in the Yandex Market account.
Get any role in Yandex Market other than “Operator” or “Developer”.
To make the data in the report more complete, add UTM tags to the links and in the url element of the price list that you upload to Yandex Market.

Google Ads

Set up integration in Yandex Metrica to retrieve data from your Google Ads account.

Facebook* Ads

Create a connection in Yandex Metrica to transfer data from your Facebook Ads account.

Other advertising systems

Upload data about your ad campaign to Yandex Metrica in one of these ways:

Report structure and settings

Data sent in a CSV file or for a Yandex Direct campaign does not supplement sessions like other data that you can upload to Yandex Metrica. It is compared with already known information: the transmitted UTM tags are checked against sessions that have the same tags, and the data from Yandex Direct campaign is associated with the corresponding campaign. Therefore, the report does not support most standard settings. You can create a segment that is not available in other reports — for expenses, and for sessions with the selected condition.

Displaying data

Yandex Metrica displays the data for the period selected in the report. Therefore, some data may not be included in the specified period. This depends on the attribution model used in the report.

For example, when you select the model “Last click from Yandex Direct”, a click or conversion might occur after the selected time period, be linked to a later session, and fail to show up in the report. When you select the “First click” model, a click might occur earlier than the site session. In this case, the date of the click might be outside the report period, and the data might fail to show up in the report. We recommend increasing the date range when generating the report.

Dimensions presented in the report

Dimension	Value
Dimension	Yandex Direct	Other advertising network
Advertising channel	Yandex Direct. Set by Yandex Direct	`UTMSource` value. Usually transmits the name of a specific advertising system.
Type of advertising channel	Set by Yandex Direct	`UTMMedium` value. This can be contextual advertising, mailing lists, and other types of channels. You can also use this tag to distinguish types of placement in a particular system.
Campaign	Name and number of the campaign. Set by Yandex Direct	`UTMCampaign` value. Usually transmits the name of an ad campaign.
Ad impression criteria	A user’s query in a search engine where an ad impression was made and the user clicked through to the advertiser’s website. Set by Yandex Direct	`UTMTerm` value. It's typically used to pass keywords or other targeting criteria.
Ad content	The search query on which the ad appears, or the retargeting condition. Set by Yandex Direct	`UTMContent` value. Usually sends the properties of a particular ad (for example, a creative) or specifies which part of the ad was clicked — for example, a link or image.

For more information about UTM tags, see How Yandex Metrica works with tags.

Metrics that are not available in other reports

Metric	Description	Note
Expenses	Amount excluding VAT, transferred in a file. You can change the currency in which expenses are displayed.	For the “Market” source, costs and other monetary indicators are transmitted to Yandex Metric in Yandex units. (1 Yandex unit is equal to 30 rubles.). In the report, the amount is converted to the currency of your choice. Data can also be updated within 90 days of being transmitted to Yandex Metrica.
Clicks	Number of clicks downloaded from the file.	For the “Market” source, data can be updated within 90 days of being transmitted to Yandex Metrica.
CPC	Cost per click.	—
CPA, converted session	The cost of one converted session, that is, a session where a user completes a goal.	To calculate the metric, you need to create a goal.
CPA, converted user	Cost of the user who completed a goal during a session.
CPA, conversion	Cost of one conversion.
CPA, purchase	Cost of one purchase.	To calculate the metric, you need to transmit the total revenue in the e-commerce data
ROI for E-commerce revenue	Rate of return on investment
ROI by goal	Rate of return on investment taking the goal into account.	To calculate the metric, create a JavaScript event type goal and transmit Revenue by goal
Share of Ad Spending for E-commerce revenue	Share of advertising expenses in the total revenue passed to Yandex Metrica as E-commerce data.	To calculate the metric, you need to transmit the total revenue in the e-commerce data
Share of Ad Spending by goal	Cost revenue ratio for the selected goal	To calculate the metric, create a JavaScript event type goal and transmit Revenue by goal

How ROI is calculated

ROI by revenue = $(\frac{TotalRevenue — expense}{Cost})\times100$

ROI by goal = $(\frac{GoalValue — expense}{Cost})\times100$

How CPA is calculated

CPA, converted session = $\frac{Cost}{TargetSessions}$

CPA, converted user = $\frac{Cost}{TargetVisitors}$

CPA, conversion = $\frac{Cost}{GoalAchievements}$

CPA, purchase = $\frac{Cost}{NumberOfPurchases}$

How Share of ad spending is calculated

Share of Ad Spending by E-commerce revenue = $\frac{Cost}{TotalEcommerceRevenue}$

Share of Ad Spending by goal = $\frac{Cost}{GoalValue}$

If you transfer data in multiple currencies, you can select one of them in the report. When you select a currency, monetary metric values are recalculated using the exchange rate from the day before the date of the expenditure.

The "Map" diagram is not available in the report.

Adding order data from the CRM to the report

You are already transmitting data from the CRM to Yandex Metrica

: You can add all the metrics related to your orders to the report yourself. To do this, click Metrics and select the Orders from CRM or Advertising costs group.

You set up data transmission by button in the Sources, costs, and ROI report

: When you set up data transmission, the main metrics related to your orders are added to the report: “Paid orders”, “Profit”, “Average order value”, “ROI, orders”, “CPA, orders”, “CPO, orders”, “CPC”.

Full list of metrics related to orders:

ROI, orders	Rate of return on investment
CPA, orders	Cost per order.
CPO, orders
Cost revenue ratio, orders	Cost revenue ratio per order.

All orders	All orders transmitted from the CRM that were successfully linked to sessions in Yandex Metrica. Spam orders are not counted
Orders in progress	Orders with the “In progress” status that were successfully linked to sessions in Yandex Metrica.
Paid orders	Orders with the Paid status that were successfully linked to sessions in Yandex Metrica.
Spam orders	Orders with the Spam status that were successfully linked to sessions in Yandex Metrica.
Canceled orders	Orders with the Canceled status that were successfully linked to sessions in Yandex Metrica.
Conversion to order	Ratio of all orders from the CRM to all site sessions over the reporting period. Indicates the traffic source that brings the most orders. Spam orders are not counted
Conversion to payment	Ratio of paid orders to all orders. If this ratio is 100%, all created orders were paid. Includes only the orders that were successfully linked to sessions in Yandex Metrica.
Average order value =	Ratio of revenue to all paid orders. Includes only the paid orders that were successfully linked to sessions in Yandex Metrica
Revenue	Total amount of money earned on all the orders. Includes only the paid orders that were successfully linked to sessions in Yandex Metrica
Profit	Difference between the revenue and production cost of goods. When calculating the profit, only those paid orders that were successfully linked to sessions in Yandex Metrica are counted.

How metrics are calculated:

All orders

All orders = ${OrdersInProgress + PaidOrders + CanceledOrders}$

Conversion to order

Conversion to order = $\frac{AllOrders}{Sessions}$

Conversion to payment

Conversion to payment = $\frac{PaidOrders}{AllOrders}$

Profit

Profit = ${Revenue — Cost}$

Average order value

Average order value = $\frac{Revenue}{PaidOrders}$

ROI, orders

ROI, orders = $\frac{Profit — Costs}{Costs}$

CPA, orders

CPA, orders = $\frac{Costs}{AllOrders}$

CPO, orders

CPO, orders = $\frac{Costs}{PaidOrders}$

Cost revenue ratio, orders

Cost revenue ratio, orders = $\frac{Costs}{Profit}$

Difference between data in Yandex Metrica and other advertising systems

Yandex Direct

: Data in the report may differ from data in Yandex Direct. In particular, the ROI may differ. If you've chosen the Optimize ROI strategy, Yandex Direct will calculate its results using the goal you set in the campaign. However, in Yandex Metrica, you have the option to specify a different goal for analysis.

Yandex Market

: Data in the report may differ from data in Yandex Market, as services calculate indicators differently.

Google Ads

Click data may differ because Yandex Metrica reports only include data on paid clicks that have corresponding UTM tags. Make sure that all Google Ads advertisements contain UTM tags and that the tag settings list all of your site’s domains.

Expense data may differ because Yandex Metrica only uploads data for domains specified in the tag settings and for URLs with UTM tags. Check that you have configured the tracking template and make sure that all of your site’s domains with a tag installed are specified in the tag settings.

Facebook Ads

Click data may differ because Yandex Metrica reports only include data on paid clicks that have corresponding UTM tags. Make sure that all ads contain UTM tags and that the tag settings list all of your site’s domains.

Expense data may differ because Yandex Metrica only uploads data for domains specified in the tag settings and for URLs with UTM tags.

Questions and answers

Expense data is not displayed

Data may not be displayed if:

The URL specified in the ad has a domain other than the domain in the tag settings.
UTM tags are not configured or are incorrectly configured. Make sure that links in ads are marked with UTM tags with standardized values.
You use short link services, such as click.ru. In this case, Yandex Metrica cannot correctly identify the ad that brings users to your website.
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"Order sources from CRM" report