Different data in Yandex.Metrica reports and Yandex.Direct statistics

The information in Yandex.Metrica reports may differ from the data in Yandex.Direct reports for the following reasons:

  • After clicking an ad, a user closed the site page before the Yandex.Metrica tag loaded (when they clicked through from a mobile device, for example). In this case, the discrepancy in indicators can reach 25%.
  • The tag did not load on the site, because the user's browser (or the corporate proxy server) has a plugin that prohibits downloading tracking tags.
  • The user's antivirus system blocks the tag from loading.

These reasons can't be controlled by Yandex.Metrica.