This report shows data on traffic from ads in various ad systems.
The following additional conditions must be met to collect statistics:
Enter the counter number in the Metrica counters box.
Keep the Tag links for Metrica option enabled (links from Yandex.Direct ads will have the yclid=... tag appended to them).
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, where utm_source or, respectively, Openstat Service should be set as:
and use the resulting link in your ad campaign.
If the value of the utm_source parameter is not specified correctly in the UTM tag, Yandex.Metrica detects the ad source from the value of the utm_medium parameter. If the source was detected this way, the report shows the row Other ad: determined by tags.
In some cases, the source might be unknown. Unknown means that some of the session characteristics were not detected, although the session itself was registered in the system.
For example, for sessions originating from Yandex.Direct, this means that the session that Yandex.Metrica registered couldn't be traced to a specific click-through from Yandex.Direct. So besides the advertising system itself, the rest of the data couldn't be detected either: the campaign, keyword, query, and so on.
There are many reasons why sessions might be “undetected” in Yandex.Metrica. For example, the reason for 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: