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

The “Yandex.Direct” group of reports is shown if at least one of the following conditions is met:

  • The counter number is specified in Yandex.Direct in the Metrica counters box on the Campaign parameters page.

  • Yandex.Metrica has data on clicks on Yandex.Direct ads based on the yclid tag. This tag is automatically added to the URL in the ad if the option is enabled in the Yandex.Direct campaign parameters.

Otherwise, these reports aren't displayed in Yandex.Metrica. You can use both at once when you are setting up a campaign in Yandex.Direct.

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

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

The statistics for a Yandex.Direct ad campaign may differ from data for the same campaign in Yandex.Metrica. The Yandex.Direct statistics represent 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, ad platforms, 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 counter code was installed on the site incorrectly. Check the counter code.
  • The counter number wasn't specified in the Yandex.Direct campaign settings, or the Tag links for Yandex.Metrica option wasn't turned on.
  • After clicking through from an ad, a user closed the site page before the Metrica counter loaded (when they clicked-through from a mobile device, for example). In this case, the discrepancy in indicators can reach 25%.
  • Cyclical redirect is installed on the site.
  • Ad blockers that may contain rules for blocking counters are set up on the browser, the user's OS, or a corporate proxy server.
  • Technical problems related to the distance to the server that receives the counter information, or the traffic level for that internet provider.