Tracking conversions by yclid

By default, Yandex.Metrica attributes a conversion to the converted session.

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For example, a user clicked an ad and went to the website, but there was no conversion. The user then clicked on the website in search results and completed a goal to reach a conversion. Yandex.Metrica assigns the conversion to the source in search results.

You can tell the system to assign certain conversions to Yandex.Direct. These may include conversions that Yandex.Metrica has already attributed to a different source, or conversions made offline (for instance, a payment registered on the payment system side or an order confirmed by phone). Manually linking conversions to Yandex.Direct traffic will allow you to configure ad display strategies more precisely to meet your business objectives.

To link conversions to Yandex.Direct traffic, you need to collect yclid tags via a special JavaScript snippet and send them to Yandex.Metrica in a CSV file along with the information about the conversions. See the instructions below.

Use the extended conversion window for linking conversions. This means that data about a conversion is added to a session in Yandex.Metrica if 21 days or less have passed between the session with the yclid that the conversion should be linked to and the time when the file with the conversion data is processed. If a conversion was completed later or you sent your conversion data more than 21 days after the session on the website, Yandex.Metrica will ignore it. This means that the earlier you transmit information about yclid values and conversions, the more likely it is that conversions will be attributed to sessions.

You can view conversion data in any Yandex.Metrica report. To do this, add a goal that you created for tracking conversions. When selecting the Last click attribution model, some sessions will not be displayed as the click-through from the ad might not be the last in the session history.

Below are instructions for working with yclid:
  1. Go to the Campaign parameters page in Yandex.Direct and make sure that the Tag links for Yandex.Metrica option is enabled.
  2. On the Settings → Goals page, create a JavaScript event goal. For the goal ID, specify the event to track (for example, order confirmation — “order_confirmed”). You will need this ID when creating a CSV file.

    If you want to analyze offline conversions separately from conversions on the website, enter a more specific description in Name (for instance, “Purchase in office”, “Offline goal”, or “Cash payment”). This will make it easier to find the goal in the list.

    You can use a previously created goal if conversions for this goal are done both on the website and offline and you want to get general statistics. In this case, transmit data only for the offline conversions with the yclid values.

  3. Analyze the conversion rate of your ad campaigns and use goals when configuring the display strategies for advertising in Yandex.Direct.