“Sources, costs, and ROI” report

You can use the report to track the performance of an ad campaign created in any ad system. You can combine indicators that are important for evaluating the effectiveness of an advertising campaign: standard Yandex.Metrica indicators (for example, sessions and bounces) and marketing indicators (for example, CPA and ROI). They can be calculated based on users' conversions. This way you can find out the cost of conversions, including those related to e-commerce. For example, CPA purchases.

To view the report: Reports → Standard reports → Sources → Sources, costs, and ROI.

  1. Ways to use this report
  2. Conditions for getting the report
  3. Report structure and settings
  4. Difference between data in Yandex.Metrica and Yandex.Direct

Ways to use this report

Find the most lucrative advertising channels.

See which advertising sources bring the most revenue, taking into account the amounts spent on them.

To do this, from the list of metrics select ROI for the goal you are transmitting a value for, or the metric ROI for E-commerce revenue. The higher the ROI, the more profitable the ad. An ROI value of zero means that the ad does not generate additional revenue – it just covers its cost. A negative ROI signals that you are putting more money into advertising than you are getting in return.

Find out the cost of targeted user actions

Pay attention to the metrics CPA, converted session, CPA, converted user, and CPA, conversion. To calculate the metrics, you need to create a goal.

Conditions for getting the report

To receive a report on the costs of an advertising campaign:

You must be the owner of the Yandex.Direct campaign that you want to view statistics for, a representative of the owner, or an agency representative.

If you have access to multiple Yandex.Direct clients' campaigns, the list of these clients' chief representatives will be available in the Yandex.Metrica interface.

Note. If you have access to a Yandex.Direct campaign and have uploaded data from another advertising system in a file, you will see information on advertising campaigns from all sources in the report.

Report structure and settings

Data sent in a CSV file or for a Yandex.Direct campaign does not supplement sessions like other data that you can upload to Yandex.Metrica. It is compared with already known information: the transmitted UTM tags are checked against sessions that have the same tags, and the data from Yandex.Direct campaign is associated with the corresponding campaign. Therefore, the report does not support most standard settings.

You can create a segment that is not available in other reports – for expenses, and for sessions with the selected condition.

Dimensions presented in the report:

Dimension Value
Yandex.Direct Other advertising system
Advertising channel Yandex.Direct. Set by Yandex.Direct. UTMSource value. Usually transmits the name of a specific advertising system.
Type of advertising channel Set by Yandex.Direct. UTMMedium value. This can be contextual advertising, mailing lists, and other types of channels. You can also use this tag to distinguish types of placement in a particular system.
Campaign Name and number of the campaign. Set by Yandex.Direct. UTMCampaign value. Usually transmits the name of the advertising campaign.
Ad impression criteria

A user's query in a search engine where an ad impression was made and the user clicked through to the advertiser's website.

Set by Yandex.Direct.

UTMTerm value. Usually transmits a keyword or other impression criteria.
Ad content The search query on which the ad appears, or the retargeting condition. Set by Yandex.Direct. UTMContent value. Usually transits the properties of a particular ad (for example, a creative) or specifies which part of the ad was clicked — for example, a link or an image.

For more information about UTM tags, see How Yandex.Metrica works with tags.

Metrics that are not available in other reports:

Yandex.Metrica Description Note
Expenses The amount including VAT, sent in the file. You can change the currencythat the expense is shown in.
Clicks The number of clicks downloaded from the file.
CPC Cost per click.
CPA, converted session

The cost of one converted session, that is, a session where a user completes a goal.

To calculate the metric, you need to create a goal.
CPA, converted user

Cost of the user who completed a goal during a session.

CPA, conversion

The cost of one completed goal.

CPA, purchase The cost of one purchase. To calculate the metric, you need to transmit the total revenue in the E-commerce data.
ROI for E-commerce revenue Rate of return on investment.
ROI by goal The rate of return on investment taking the goal into account. To calculate the metric, you need to create a goal of the type JavaScript event and transmit goal value.
How ROI is calculated

ROI by revenue =

ROI by goal =

How CPA is calculated

CPA, converted session =

CPA, converted user =

CPA, conversion =

CPA, purchase =

Currency conversion

By default, expenses are displayed in the currency that was sent to Yandex.Metrica. You can choose another:

  • RUB — Russian ruble
  • USD — United States dollar
  • EUR — euro

Currency conversions use the exchange rate provided by more than 15 sources, including the European Central Bank.

Currency is converted at the rate from the day before the data was loaded to Yandex.Metrica. For example, if you uploaded a file on day N, expenses are converted at the rate of day N-1. Conversion to EUR and RUB currencies is relative to USD.

The “Map” diagram is not available in the report.

Difference between data in Yandex.Metrica and Yandex.Direct

Data in the report may differ from data in Yandex.Direct. In particular, the ROI may differ. If you use the Optimization of profitability strategy in Yandex.Direct, the indicator will be calculated according to the goal indicated in the campaign settings, while in Yandex.Metrica you can specify a different goal.