“Yandex Direct, sites” report

This report contains statistics on sites where your ad is placed via Yandex Direct. The report helps you evaluate the quality of an advertising campaign, for example, by focusing on the bounce rate.

Statistics are based on counted clicks that have passed the fraud protection system check in Yandex Direct.

To view the report, go to Reports → Sources → Yandex Direct, ad platforms.

Ways to use this report

This report helps you analyze the effectiveness of the sites where your ads are placed. This can be done by examining the relationship of several indicators, such as the number of visitors and the bounce rate. This analysis lets you disable inefficient content sites.

Conditions for getting the report

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.

Report structure and settings

Data in the report is grouped as follows:

The report supports all settings available in Yandex Metrica.

Questions and answers

How to get statistics on third-party campaigns in Yandex Direct reports

To ensure the statistics are displayed correctly, fill in the Yandex Metrica tags field in the Yandex Direct ad campaign settings. About a day later, the Third-party campaign mark will disappear, and you will be able to see detailed statistics for the ad campaigns.

How to configure ads for correct reports in other web analytics systems

For other web analytics systems to correctly count traffic from ads in Yandex Direct, configure them in one of the following ways:

Why Yandex Metrica and Yandex Direct data differ

Yandex Direct statistics show clicks that were not filtered out by the fraud protection system (these are called registered clicks). Yandex Metrica displays the number of sessions based on both registered clicks from ads (“Yandex Direct” reports) and unregistered ones (the Ad systems report). Learn more about data differences.

Chat with us

Write an email

Select a question to find a solution.

Check that:

  • 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.
The recommendations did not help

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.

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.
The recommendations did not help

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.

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 (&):

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

If the page URL already contains parameters, the label should be added after the ampersand &:

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

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.

The recommendations did not help

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.

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 label 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.

For example:

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

where utm_keyword is a custom parameter.

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.

The recommendations did not help

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.

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.

The recommendations did not help

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.

Useful links

Online training
Previous
"Yandex Direct, summary" report
Next
“Yandex Direct, costs” report