“Ad systems” report

This report contains information about traffic to your site from advertising systems.

To view the report: Reports → Standard reports → Sources → Ad systems.

An example of this report is available for the Yandex.Metrica demo tag.

To determine the source, Yandex.Metrica uses the referrer and UTM and Openstat tags.

  1. What you can do with this report
  2. Report structure and settings

What you can do with this report

Analyze what kind of sources attract more users

This report shows which advertising systems bring visitors to your site.

Determine engagement of users that were attracted from different sources

All of this data can be derived from your website's bounce rate. The higher the bounce rate, the less the site is engaging users (bounces are users who leave within 15 seconds of looking at a single page).

Report structure and settings

Report data is grouped by source type:

Source Note
Yandex.Direct

In order for the report to show information about Yandex.Direct campaigns, you need to take these steps in Yandex.Direct on the Campaign parameters page:

  • Enter the tag ID in the Metrica tags box.
  • Keep the Tag links for Yandex.Metrica option enabled (URLs from Yandex.Direct ads will have the yclid=... tag appended to them).
Yandex.Display To accurately detect Yandex.Display as the traffic source, you can use UTM or Openstat tags, which should specify the yadisplay value for utm_source or Openstat Service.
Yandex.Market To collect statistics on click-throughs from Yandex.Market, use tags in URL parameters when setting up a campaign in Yandex.Market.
Other advertising systems

Yandex.Metrica receives information about different advertising systems from tags, which are parameters in the ad's link.

If an ad system does not add a special tag to your link, you can manually form the link using UTM or Openstat tags. Use the generated link in your ad campaign.

Values to set in the utm_source or Openstat Service parameters are listed below.
List of tags
  • adfox — for AdFox
  • admitad — for Admitad
  • adnews — for AdNews
  • adnous — for ADNOUS
  • adriver — for AdRiver
  • advmaker — for AdvMaker.ru
  • aport (aport.ru) — for Aport
  • AvitoPromo — for Avito Promo
  • begun — for Begun
  • bing — for Bing Ads
  • B2BContext — for B2BContext
  • criteo — for Criteo
  • directadvert (directadvert.ru) — for Direct/ADVERT
  • drivenetwork — for DriveNetwork
  • facebook (fb, facebook.com, fb.com) — for Facebook
  • giraffio — for giraffe.io (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 Mail.ru
  • nnn (nnn.ru) — for NNN (National News Network)
  • odnoklassniki — for Odnoklassniki
  • price (price.ru) — for Price.ru
  • prre — for PRRE.RU
  • mytarget (targetmailru) — for myTarget (Target Mail.ru)
  • taboola — for Taboola
  • torg.mail.ru — for Mail.ru Market
  • trorer (rorer) — for RORER
  • Ttarget — for tTarget
  • ubn.ua (banner.ua) — for Ukrainian Banner Network
  • videonow — for Videonow.ru
  • vkontakte (vk, vk.com) — for VK
  • whisla — for Whisla
  • youtube — for YouTube

If the UTM tag specifies a different value for the utm_source parameter that isn't listed above, Yandex.Metrica identifies the traffic source from the value of the utm_medium parameter: cpc, ppc, paidsearch, cpv, cpa, cpp, display, cpm or banner. In the report, these sessions will be assigned to the source Other ad: determined by tags.

Undefined means that some of the session characteristics couldn't be identified, although the session itself was registered in the system. For instance, Yandex.Direct traffic may have Yandex: Undefined listed as the source. That means that Yandex.Metrica recognized the ad platform, but couldn't identify details such as the campaign, keyword, and so on.

More information

There are many reasons why sessions might be “undefined” in Yandex.Metrica. For instance, if the source of Yandex.Direct traffic appears as Yandex: Undefined, this could mean that there was a time lag between generating a yclid tag in Yandex.Direct and registering the session in Yandex.Metrica. This can happen in the following situations:

  • The user accessed the page by clicking an ad, left the tab open, and later refreshed the page.
  • The user clicked a link from an ad, but then forwarded it to someone else. The repeat session using this link won't be associated with the click from Yandex.Direct, either.
  • Redirects on the site may cause yclid tags to disappear from the link and lose the referrer.

The report supports all settings available in Yandex.Metrica.

Select a question to find a solution.

Yandex.Metrica receives information about different advertising systems from tags, which are parameters in the ad's link. If an ad system does not add a special tag to your link, you can manually form the link using the UTM or Openstat tag. For the complete list of values, see the "Advertising systems" report section.

There could be several reasons for this.

Imagine the path from the user clicking the link to the Yandex.Metrica report:
  1. Creating the tag for the link.
  2. Clicking the link and going to the site.
  3. Loading the code snippet for the tag on the site.
  4. Collecting data for the tag and analyzing reports.
As a result, there are many steps between the first and last stage where data could be lost.
Imagine the path from the user clicking the link to the Yandex.Metrica report:
  1. Creating the tag for the link.
  2. Clicking the link and going to the site.
  3. Loading the code snippet for the tag on the site.
  4. Collecting data for the tag and analyzing reports.
As a result, there are many steps between the first and last stage where data could be lost.
Reasons at the tag creation stage
  • Tags are not formed correctly: required values are missing, parameter names are incorrect, there are superfluous question mark symbols or spaces, and so on.
  • When copying ads from one ad system to another, the tags were not changed, so the traffic is linked to another ad system.
Reasons at the click stage
  • The user stopped the page from loading and closed the page before it opened. For example, this could be an accidental click on a mobile phone or tablet.
  • The page didn't load due to problems with site accessibility, it loaded incorrectly in a certain browser.
  • 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.
  • When the user goes to the site, other scripts that are loading block the tag from working.
  • The ad specifies an invalid URL that doesn't open a page.
Reasons at the code snippet loading stage
  • The Yandex.Metrica tag isn't installed on landing pages, or it is installed incorrectly.
  • 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.
Reasons at the report analysis stage

If you are comparing reports for Yandex.Metrica and another system or ad management account, data might differ. This is due to the fact that services have different ways of registering a user's interaction with a site.

For example, in the ad manager, a click might be registered not only for going to the site, but also for opening details on an ad or going to a social media page. Yandex.Metrica only counts the users who go to the site.

You might also have different attribution models chosen in ad managers.

For more information and a video tutorial, see the Tags report section.



Yandex.Metrica and other web analytics systems and ad managers have different ways of registering a user's interaction with a site and calculating statistics. For example, in the ad manager, a click might be registered not only for going to the site, but also for opening details on an ad or going to a social media page. Yandex.Metrica only counts the users who go to the site.

Also check that:
  • You are comparing correct data for the same time period in Yandex.Metrica and the other system.
  • Last click attribution is used by default in Yandex.Metrica reports. If necessary, change the attribution settings in Yandex.Metrica to make them match the attribution settings in your system.
This might happen for the following reasons:
  • Excessively narrow filters are set in Yandex.Metrica in Settings → Filters. As a result, not all of the data is collected.
  • Yandex.Metrica filters robots out of statistics. It's possible that the other system included robot traffic in their statistics. You can check for robot traffic on the site in Standard reports → Monitoring → Robots.
  • The tag didn't load on the site because the user's browser (or a corporate proxy server) has a plugin that prohibits downloading tracking tags. Antivirus systems with high security might also prevent tags from loading.

Also make sure that the Yandex.Metrica tag is installed on all the domains and subdomains that the other system is collecting statistics for. To see data for domains that have the Yandex.Metrica tag installed, go to Standard reports → Content → Popular.


This might happen for the following reasons:
  • Robot filtering is turned off in Yandex.Metrica in Settings → Filters. As a result, the reports show data for all the robot traffic on the site.
  • The other system has overly strict filters defined.
  • The other system's tag isn't installed on all the domains, including mobile versions of the site.


This might happen for the following reasons:

  • One of the site's landing pages doesn't have the code snippet embedded on it.
  • The site might have JavaScript that runs before the code snippet and performs an internal redirect on the site. For example, this could be code for A/B testing. You can detect this code by a redirect on the site (this is usually a redirect to the same page on the site with extra parameters added to the URL). To solve this issue, contact your webmaster.
  • Your hosting provider might have enabled protection from DDOS attacks that could add redirects before going to the site. Contact your hosting provider and ask them to disable this protection.

Choose the protocol your site uses:

In this case, you won't see the traffic source if this source uses a secured HTTPS connection.

  • You can switch your site to a secured HTTPS connection. You can get an encryption certificate for free through the Let's Encrypt project, which is a non-profit certification center supported by many prominent representatives of the internet industry.
  • If you are able to edit links on the source website, add the utm_referrer tag to them and specify the source site as the tag's value. For more information, see the Tags report section.

The source site might be encrypting the referrer. In this case, you won't be able to solve the problem within your site or Yandex.Metrica.

Add the utm_referrer tag to the website's links and specify the source site as the tag's value.


Imagine the path from the user clicking the link to the Yandex.Metrica report:
  1. Creating the tag for the link.
  2. Clicking the link and going to the site.
  3. Loading the code snippet for the tag on the site.
  4. Collecting data for the tag and analyzing reports.
As a result, there are many steps between the first and last stage where data could be lost.
Reasons at the tag creation stage
  • Tags are not formed correctly: required values are missing, parameter names are incorrect, there are superfluous question mark symbols or spaces, and so on.
  • When copying ads from one ad system to another, the tags were not changed, so the traffic is linked to another ad system.
Reasons at the click stage
  • The user stopped the page from loading and closed the page before it opened. For example, this could be an accidental click on a mobile phone or tablet.
  • The page didn't load due to problems with site accessibility, it loaded incorrectly in a certain browser.
  • 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.
  • When the user goes to the site, other scripts that are loading block the tag from working.
  • The ad specifies an invalid URL that doesn't open a page.
Reasons at the code snippet loading stage
  • The Yandex.Metrica tag isn't installed on landing pages, or it is installed incorrectly.
  • 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.
Reasons at the report analysis stage

If you are comparing reports for Yandex.Metrica and another system or ad management account, data might differ. This is due to the fact that services have different ways of registering a user's interaction with a site.

For example, in the ad manager, a click might be registered not only for going to the site, but also for opening details on an ad or going to a social media page. Yandex.Metrica only counts the users who go to the site.

You might also have different attribution models chosen in ad managers.

For more information and a video tutorial, see the Tags report section.