Yandex.Direct campaign statistics

Yandex.Direct users can access a number of additional reports in Yandex.Metrica about their ad campaigns (Traffic → Yandex.Direct).

For “Yandex.Direct” reports to be displayed in Yandex.Metrica, perform one or both of these actions on the Campaign parameters page in Yandex.Direct:

Attention. If your website does not allow custom URL parameters, disable the Tag links for Yandex.Metrica option. If you didn't enter your tag ID, Yandex.Metrica reports won't have data about Yandex.Direct campaigns.

Differences between data in Yandex.Metrica and Yandex.Direct reports

Statistics for a Yandex.Direct ad campaign may differ from data for the same campaign in Yandex.Metrica. Yandex.Direct statistics reflect clicks that weren't filtered out by the anti-fraud system. Only these registered (valid) clicks are included in Yandex.Direct statistics.

The Ad systems report shows the number of sessions for all clicks, both registered and unregistered. The Yandex.Direct, summary, Yandex.Direct, sites, and Yandex.Direct, costs reports show sessions for registered clicks (you can't see sessions for unregistered clicks in these reports).

Furthermore, the number of clicks registered in Yandex.Direct and the number of sessions and clicks shown in Yandex.Metrica reports may differ. Here are some reasons why a click or pageview might not be counted by Yandex.Metrica:

  • The code snippet was placed on the website incorrectly. Check the code snippet.
  • The tag ID wasn't specified in the Yandex.Direct campaign settings, or the Tag links for Yandex.Metrica option wasn't turned on.
  • After clicking an ad, the user closed the web page before the Yandex.Metrica tag loaded (on a mobile device, for example). In this case, the discrepancy in indicators can reach 25%.
  • Cyclical redirect is installed on the website.
  • Ad blockers that may contain rules for blocking tags are set up on the browser, the user's OS, or a corporate proxy server.
  • The tag did not load on the site, because the user's browser (or the corporate proxy server) has a plugin that prohibits downloading tracking tags.
  • The user's antivirus system blocks the tag from loading.
  • Technical problems related to the distance to the server that receives the tag information, or the traffic level for that internet provider.

These reasons can't be controlled by Yandex.Metrica.

Select a question to find a solution.

Check that:
  • The tag ID is specified in the Yandex.Direct campaign settings, and the Tag links for Yandex.Metrica option is enabled.
  • The 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 see data for pages that have the Yandex.Metrica tag installed, go to Reports → Standard reports → Content → Popular. Data will be shown if site users have visited these pages. To check whether the tag is installed correctly on any of the site's pages, see Checking the tag.
  • The site was functioning correctly during the selected report dates.

Yandex: Unknown means that the session that Yandex.Metrica registered couldn't be traced to a specific click on a Yandex.Direct ad. So besides the advertising system itself, the rest of the data couldn't be detected either: the campaign, keyword, query, and so on.

The reason for Yandex: Unknown appearing in a Yandex.Direct source might be a gap in time between generating the yclid tag and registering the 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.

Make sure that the tag is formed correctly. A UTM tag has five parameters in any order, 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 tag 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 tags are lost.
  • The ad specifies an invalid URL that doesn't open a page.

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 Tags report . In order to start showing the tags, remove utm_content from the report.

The tag parameters have standardized 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 tags and their data won't be reflected in the “UTM tags” 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 report Standard reports → Content → By URL parameters.


See the reasons above why data may differ. If the reasons have been resolved but you still have questions, fill out in the form below.