How to evaluate the results of a display campaign in search results
You can view reports on the results of your advertising campaign after your ads start being served. Regularly review the statistics to evaluate the effectiveness of your campaign.
Which metrics to track
To analyze the effectiveness of a premium banner in search results, it is important to measure its reach and attractiveness to users.
Impressions
Number of viewable ad impressions.
Clicks
Number of clicks on the banner.
Reach
The number of unique users who viewed the ad. The reach is calculated based on the history of impressions on different user devices (smartphones, tablets, and desktop computers).
How to generate a report
Click the View statistics link on the display campaign page. In Report Wizard, create a report using the following settings:
Dimension
Choose “For selected period”.
Attribution
Select “Last impression from Yandex Direct cross-device”.
Columns
Select metrics:
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Impressions
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Clicks
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Reach
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Conversions.
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Total expenditure
In the report, you will see:
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Media reach produced by advertising.
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How many conversions did the display ad attract? Details;
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How often users interacted with your banner.
Note
For some parameters (such as audience reach), the system uses a statistical method to calculate metrics based on a sample of users. This lets you quickly get the parameter value for a large amount of data. This means that the value in the statistics may differ somewhat from the actual value.
How to make decisions based on statistics
How to compare banners
Unlike performance campaigns, banners belonging to the same ad group are served uniformly. You can compare them by the number of clicks. This shows user engagement with the banner. Add the Ad/banner № cross section to the report and the Clicks and CTR (%) columns, and compare the metrics between banners.
How to interpret statistics on clicks and conversions
Display ads can bring traffic to your site and result in purchases. You can compare display campaigns by the number of clicks and conversions: please note that reach and frequency are more important for display campaigns than clicks and conversions. You shouldn't compare the number of clicks and conversions with similar indicators in performance campaigns, because performance advertising focuses on existing demand, while display advertising creates more interest in a “cold” audience.
Questions?
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