“Yandex.Direct, summary” report

The report allows you to assess how many visitors to your site were attracted by an ad and the quality of the advertising campaign (for example, based on data about bounces).

Statistics are based on registered (valid) clicks, meaning clicks that weren't filtered out by the anti-fraud system in Yandex.Direct.

To view the report: Reports → Standard reports → Sources → Yandex.Direct, summary.

  1. Ways to use this report
  2. Conditions for getting the report
  3. Report structure and settings
  4. Questions and answers

Ways to use this report

Determine how many users went to the site from an ad

The report will show data on the number of users for the specified period.

See the overall bounce rate for an ad campaign

Bounces help you understand how well a page on your site matches the ad that the user clicked through from. The higher the bounce rate, the less the site is engaging users (bounces are users who leave within 15 seconds of looking at a single page).

Conditions for getting the report

To display “Yandex.Direct” reports in Yandex.Metrica: in Yandex.Direct, go to the Edit campaign page. Under Yandex.Metrica tags, select the tag installed on your site. If a tag isn't linked to an ad campaign, traffic from ads are assigned in Yandex.Metrica reports to the “Third-party campaigns” source.

A yclid tag with a unique click number is automatically added to all ad links. Make sure your site correctly opens links with tags. When a user clicks on an ad, the Yandex.Metrica tag on your site tracks the tag and links the session to the specific click.

Report structure and settings

Report data is grouped by levels of detail:
  • Campaign – name and number.
  • Ad — title and number.
  • Ad impression criteria — for example, the query on which your ad appears, or retargeting condition.
  • Search query – a user's query in a search engine where an ad impression was made and the user clicked through to the advertiser's website.

The report supports all settings available in Yandex.Metrica.

Questions and answers

How to get statistics on third-party campaigns in Yandex.Direct reports

For statistics to be displayed correctly, go to the Campaign parameters page in Yandex.Direct, fill in the Yandex.Metrica tags box and enable Tag links for Yandex.Metrica.

How to configure ads for correct reports in other web analytics systems
For other web analytics systems to correctly count traffic from ads in Yandex.Direct, configure them in one of the following ways:
Why Yandex.Metrica and Yandex.Direct data differ

Yandex.Direct statistics show clicks that were not filtered out by the fraud protection system (these are called registered clicks). Yandex.Metrica displays the number of sessions by registered click-throughs from ads (“Yandex.Direct” group reports), as well as by unregistered ones (Ad systems report). Learn more about data differences.

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 (&):

http://example.com/?utm_source=yandex&utm_medium=cpc&utm_campaign=campaign123&utm_content=ad456&utm_term=keyword
If the page URL already contains parameters, the label should be added after an ampersand (&):
http://example.com/?uid=1234&utm_source=yandex&utm_medium=cpc&utm_campaign=campaign123&utm_content=ad456&utm_term=keyword

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:
http://example.com?utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_id}&utm_keyword={keyword}

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.


This happens as the reports are by default based on the Last non-direct click attribution model. It helps you calculate the conversion rate more precisely by taking into account the user's session history to select the traffic source.

To remove statistics on a stopped or archived campaign from the report, select the Last click model. In this case, Yandex.Metrica detects the current traffic source for each session.

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