This report shows data on traffic from ads in various ad systems.
The following additional conditions must be met to collect statistics:
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:
Then use the resulting URL in your ad campaign.
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.
In some cases, the source might be unknown. The line Yandex: 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 line Yandex: Unknown might appear in a Yandex.Direct source because of a gap in time between generating the yclid tag in Yandex.Direct and registering the session in Yandex.Metrica. This can happen in the following situations: