“Yandex.Direct, costs” report

This report contains information about the number and cost of clicks on ads in Yandex.Direct. This data is supplemented with session information (for example, the bounce rate, session depth, and time on site). All the information needed to analyze the performance of an ad campaign can be shown in a single report.

Note. Reports provide statistics starting from November 1, 2015.

Ways to use this report

The report helps you analyze Yandex.Direct advertising campaigns in different contexts: spending and number of attracted customers.

Conditions for viewing a report

The report can be viewed by the owner of the relevant Yandex.Direct campaign, their representative, or the agency representative.

If you don't have access to a tag in Yandex.Metrica, ask the owner of the tag to grant you access, for example, guest access.

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.

Report structure and settings

There are some differences in how data is displayed and calculated:

Linked to the tag installed on the site that the ad leads to.
Impressions and clicks
Available in the report for any tag that you have access to. Data is shown for all campaigns that you have access to in Yandex.Direct.

VAT is included. The price is shown in the currency that is used in the Yandex.Direct account settings.

The CPC may differ depending on whether the account was converted to the payment currency. For instance, if you converted the account to rubles, the CPC is calculated with the discount (if one was awarded before September 1, 2015) and is available in two currencies: rubles and Yandex units.

When selecting one of the currencies, the CPC might be zero if bids in Yandex.Direct were calculated in a different currency during the selected time period.

The report supports some custom settings. For example, segmentation, segment comparison, and goal selection. When creating a goal-based report, the “clicks”, “CPC”, and “average CPC” don't change.

Differences between Yandex.Metrica and Yandex.Direct data

When the First click attribution model is chosen, the report might not show information about clicks and CPC. This happens because the click on an ad was made earlier than the site session, and the date of the click doesn't fall within the report period.

As a result, the session is shown in the report, but the click isn't. We recommend increasing the date range when generating the report.

Questions and answers

The “Yandex.Direct, costs” report displays campaigns with zero values
The report shows:These can be campaigns that lead to other sites that have a different Yandex.Metrica tag installed.

Select a question to find a solution.

Check that:

  • The tag ID is specified in the Yandex.Direct campaign settings, and Tag links for Yandex.Metrica is enabled.
  • Tag settings in the Yandex.Metrica interface don't have excessively narrow filters set up on the Filters tab.
  • The tag is installed on all the landing pages. To see data for pages that have the Yandex.Metrica tag installed, go to Reports → Standard reports → Content → Popular. Data is shown if site users visited these pages. To check whether the tag is installed correctly on any of the site pages, see Checking the tag.
  • The site was functioning correctly during the selected report dates.

Yandex: Unknown means that the session that Yandex.Metrica registered couldn't be traced to a specific click on a Yandex.Direct ad. Besides the advertising system itself, the rest of the data couldn't be detected either, including the campaign, keyword, and query.

The reason for Yandex: 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:
  • The user clicked an ad but left the source page open on a browser tab, and later refreshed the page.
  • The user clicked a link from an ad, but then forwarded it to someone else. A repeat visit using this link won't be associated with the click on the Yandex.Direct ad, either.

Make sure that the label is formed correctly. A UTM label has five parameters, presented in any order, separated by ampersands (&):

If the page URL already contains parameters, the label should be added after an ampersand (&):

In addition, UTM labels might not be counted because:

  • The Yandex.Metrica tag isn't installed on landing pages or is installed incorrectly. Check how the tag is installed.
  • 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 labels are lost.
  • The ad specifies an invalid URL that doesn't open a page.

The standard report on UTM labels has a hierarchical structure: utm_source, utm_medium, utm_campaign, utm_content, and utm_term.

If you use every UTM label except utm_content, data for utm_term won't be available in the standard Labels report group report. In order to start showing the labels, remove utm_content from the report.

Label parameters have standardized names: utm_source, utm_medium, utm_campaign, utm_content, and utm_term. You can't change them or create custom names (like utm_keyword or utm_word), because they won't be part of the UTM labels and their data won't be reflected in the “UTM labels” report.

For example:

where utm_keyword is a custom parameter.

The “UTM labels” report shows information for the utm_source, utm_medium, and utm_campaign parameters. Information for the utm_keyword parameter is only available in the report Standard reports → Content → By URL parameters.

See the reasons why data may differ. If the reasons have been resolved but you still have questions, fill out the form below.