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 for analyzing the performance of ad campaigns can be shown in a single report.
The report supports some customization features (such as segmentation, segment comparison, and goal selection). When creating a goal-based report, the “clicks”, “CPC”, and “average CPC” don't change.
In order to view the report, you must have guest access to the Yandex.Metrica tag and the Yandex.Direct campaigns that you want to get information about. Let's look at an example.
The tag belongs to one account (A1), and the Yandex.Direct campaign belongs to another account (A2).
To view the report under the A1 account, the owner of the Yandex.Direct (A2) account should add the A1 account to the list of representatives for the campaigns in Yandex.Direct (if the owner has sufficient rights to do this).
To view the report under the A2 account, the owner of the Yandex.Metrica tag (A1) should grant guest access to the tag for the owner of the Yandex.Direct account.
If you have access to the campaigns of multiple Yandex.Direct clients, the list of these clients' chief representatives will be available in the Yandex.Metrica interface.
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 has been 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 1 September 2015), and available in two currency types: 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.
Data discrepancies between Yandex.Metrica and Yandex.Direct
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.