How Yandex.Metrica works with tags

  1. How to correctly create a tag
  2. Display tags in reports

Yandex.Metrica tracks all clicks on links with a tag. For example, this can be a direct click on a link saved in a browser or a link included in an email. Yandex.Metrica can process the following types of tags:

Tag label Note

Standard reports are created for tags. Data on the utm_referrer tag can be tracked in the By URL parameters and Sites reports. In order for a tag to appear in a report, it must be compiled correctly.

The Advertising systems, Social networks, and Messenger reports are also generated from UTM tags.

The tag is added by Yandex.Direct. Example:
Data about ad click-throughs is available in the “Yandex.Direct” reports group:

In these reports, statistics reflect only registered clicks that were not filtered out by the anti-fraud system.

ymclid The tag is set by Yandex.Market. For data about traffic from Yandex.Market, see the Advertising systems report. Example:
gclid Used for tracking Google Adwords ads. To determine sources with the gclid tag, use segmentation. Example:

Yandex.Metrica gets tag information from the first pageview in a user's session. If there isn't a tag in the first pageview, it isn't detected for the entire session.

Tag parameters used for determining sources:
Ad systems Mailing lists Social networks and websites Search engines, messengers
utm_source, utm_medium, openstat_service, gclid from, utm_source (for SMS messages and push notifications), utm_medium, openstat_service utm_source, utm_medium, utm_referrer utm_source, utm_medium
Note. Tag content is recognized correctly if the site uses UTF-8 encoding.

How to correctly create a tag

The first parameter is always added after a “?”, while all others are added after a “&”. Tags also should not contain superfluous characters (for example, %2B).

Parameter Description Note
utm_source Traffic source The tag is used to track incoming traffic from social media and ad platforms (except for Yandex.Direct).
utm_medium Traffic channel The tag is used to track incoming traffic from social media, messengers, and email newsletters.
utm_campaign Campaign name
utm_content Campaign content
utm_term Key phrase
Recommended values for utm_source
Ad systems
  • adfox — for AdFox
  • admitad — for Admitad
  • adnews — for AdNews
  • adnous — for ADNOUS
  • adriver — for AdRiver
  • advmaker — for
  • aport ( — for Aport
  • AvitoPromo — for Avito Promo
  • begun — for Begun
  • bing — for Bing Ads
  • B2BContext — for B2BContext
  • criteo — for Criteo
  • directadvert ( — for Direct/ADVERT
  • drivenetwork — for DriveNetwork
  • facebook (fb,, — for Facebook
  • giraffio — for (AppCity)
  • google (adwords, adsense) — for Google
  • instagram — for Instagram
  • kavanga — for Kavanga
  • ladycenter — for Ladycenter
  • link — for LinkRU
  • magna — for Magna Context
  • marketgid — for MarketGid
  • medialand — for Medialand
  • merchant — for Google Merchant
  • moimir — for Moi mir
  • nnn ( — for NNN (National News Network)
  • odnoklassniki — for Odnoklassniki
  • price ( — for
  • prre — for PRRE.RU
  • mytarget (targetmailru) — for myTarget (Target
  • taboola — for Taboola
  • — for Market
  • trorer (rorer) — for RORER
  • Ttarget — for tTarget
  • ( — for Ukrainian Banner Network
  • videonow — for
  • vkontakte (vk, — for VK
  • whisla — for Whisla
  • youtube — for YouTube
Social networks
  • vk, vkontakte, or — for VK
  • facebook, fb, or — for Facebook
  • twitter or — for Twitter
  • ok, odnoklassniki,, or — for Odnoklassniki
  • livejournal — for Live Journal
  • or googleplus — for Google+
  • — for My World
  • linkedin or — for LinkedIn
  • delicious — for delicious
  • tumblr or — for Tumblr
  • instagram or — for Instagram
  • — for Pinterest
  • reddit — for Reddit
  • stumbleupon — for StumbleUpon
  • skype — for Skype
  • telegram — for Telegram
  • viber — for Viber
  • wechat — for WeChat
  • whatsapp — for WhatsApp
SMS messages and push notifications
  • sms — for text messages
  • push — for push notifications
Recommended values for utm_medium
Ad systems
  • banner
  • cpa
  • cpc
  • cpm
  • cpp
  • cpv
  • display
  • paidsearch
  • ppc
Social networks
  • social
  • social-network
  • social-media
  • sm
  • social network
  • social media
Other sources
  • email or e-mail for incoming traffic from email newsletters
  • messenger for incoming traffic from instant messengers
If you don't use all the parameters in the tag, pay attention to their sequence:

Use the utm_referrer parameter to allow Yandex.Metrica to correctly detect the source of a click when there is a JavaScript redirect, or when users navigate to your site over the HTTP protocol from a site that is only available over HTTPS (more information about switching to HTTPS).

For the value, enter the address of the site that the click-through came from. Example:


  • is your website
  • is the referral source

If you specify the full address as the value with HTTP or HTTPS, then you need to encode this URL. For example, you want to specify the address Encoded, the address looks like this: