“Yandex.Direct” reports are missing data

Data for Yandex.Direct campaigns is collected and displayed correctly in Yandex.Metrica under the following conditions:

Choose your situation to find a solution:

Check that:
  • The tag ID is specified in the Yandex.Direct campaign settings, and the Tag links for Yandex.Metrica option is enabled.
  • The 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 will be shown if site users have visited these pages. To check whether the tag is installed correctly on any of the site's 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. So besides the advertising system itself, the rest of the data couldn't be detected either: the campaign, keyword, query, and so on.

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 tag is formed correctly. A UTM tag has five parameters in any order, separated by ampersands (&):

If the page URL already contains parameters, the tag should be added after the ampersand (&):
In addition, UTM tags might not be counted because:
  • The Yandex.Metrica tag isn't installed on landing pages, or it 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 tags are lost.
  • The ad specifies an invalid URL that doesn't open a page.

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

If you use all the UTM tags except utm_content, the data for utm_term won't be available in the standard Tags report. In order to start showing the tags, remove utm_content from the report.

The tag 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 tags and their data won't be reflected in the “UTM tags” report.

For example:

where utm_keyword is a custom parameter.

The “UTM tags” 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.