“Yandex Direct, costs” report

The report contains information about expenditures on pay-per-click and pay-per-conversion campaigns in Yandex Direct. 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.

This data is supplemented with session information (for example, the bounce rate, session depth, and time on site). All the information needed for analyzing the performance of ad campaigns can be shown in a single report.

Ways to use this report

The report helps you analyze Yandex Direct advertising campaigns in different contexts: spending and number of attracted customers.

Conditions for getting the report

The report can be viewed by:

• Yandex Direct campaign owner.
• Yandex Direct manager account.
• Representative of the owner.
• Agency representative.

If you don't have access to a tag in Yandex.Metrica, ask the owner of the tag to grant you access, for example, guest access.

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.

Report structure and settings

To display information in the report, Yandex Metrica gets data about clicks and expenditures and compares them with session data for the selected period. 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.

Specifics of the display and calculation of some metrics:

Sessions

Linked to the tag installed on the site that the ad leads to.

Clicks

Available in the report for any tag that you have access to. Data is shown for campaigns that lead to the site, if you have access to them in Yandex Direct.

Expenses

Yandex Metrica includes CPC for pay-per-click campaigns and CPA for pay-per-conversion campaigns.

Expenditures are calculated without VAT. 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 amounts may differ depending on whether the account was converted to the payment currency. For instance, if you converted the account to rubles, the CPC is calculated with the discount (if one was awarded before 1 September 2015), and available in two currency types: rubles and Yandex units.

Yandex Metrica links the expenditure data to the click date. Therefore, for pay-per-conversion campaigns, expenditure data may differ from the Yandex.Direct “Report on conversions”, where expenditures are calculated as of the conversion date.

The report supports some customization features. For example, segmentation, segment comparison, and goal selection. When creating a goal-based report, the indicators of “clicks”, “costs”, and “average costs” don't change.

Questions and answers

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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}