“Yandex.Direct, costs” report
The report contains information about expenditures on pay-per-click and pay-per-conversion campaigns in Yandex.Direct. The report shows data for campaigns that lead to the site (but not to the mobile app).
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.
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 getting the report
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
To display information in the report, Yandex.Metrica gets data about clicks and expenditures and compares them with session data for the selected period. Some data might be outside of the specified period. This depends on the attribution model used in the report.
For example, when you select the “Last click from Yandex.Direct” model, a click or conversion might occur after the selected time period, be linked to a later session, and fail to show up in the report. When you select the “First click” model, a click might occur earlier than the site session. In this case, the date of the click might be outside the report period, and the data might fail to show up in the report. We recommend increasing the date range when generating the report.
Specifics of the display and calculation of some metrics:
- 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 campaigns that lead to the site, if you have access to them in Yandex.Direct.
Yandex.Metrica includes CPC for pay-per-click campaigns and CPA for pay-per-conversion campaigns.
Expenditures are calculated without VAT. If you pass data in different currencies, you can select a specific currency in the report. When you select a currency, the values of money metrics are recalculated at the conversion rate preceding the expenditure date.
The amounts 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.
Yandex.Metrica links the expenditure data to the click date. Therefore, for pay-per-conversion campaigns, expenditure data may differ from the Yandex.Direct “Report on conversions”, where expenditures are calculated as of the conversion date.
The report supports some custom settings. For example, segmentation, segment comparison, and goal selection. When creating a goal-based report, the indicators of “clicks”, “costs”, and “average costs” don't change.
Questions and answers
- Yandex.Direct campaigns under the login you're using to view the report.
- Campaigns that the login has representative access to in Yandex.Direct.