How Yandex Metrica works with tags

Yandex Metrica tracks all clicks on links with a tag. For example, this can be a direct click on a link saved in a browser or a link included in an email. Yandex Metrica can process the following types of tags:

Tag label

Note

UTM

Standard reports are created for tags. Data for the utm_referrer tag can be tracked in URL parameters and Sites reports. In order for a tag to appear in a report, it must be compiled correctly.

The Ad systems, Social networks, Messengers, and Recommendation systems reports are also generated from UTM tags.

Openstat

from

yclid

The tag is added by Yandex Direct. Example:https://example.com/?yclid=123

Data about ad click-throughs is available in the “Yandex.Direct” reports group:

In these reports, statistics only reflect registered clicks that weren't filtered out by the anti-fraud system.

ymclid

The tag is set by Yandex Market. For data about traffic from Yandex Market, see the Ad systems report. Example:https://example.com/?ymclid=123

ysсlid

The tag is used to identify keywords from Yandex Search. Example: https://example.com/?ysclid=a1bc2.

You can view the queries in the Keywords report.

gclid

Used for tracking Google Ads. To determine sources with the tag gclid use segmentation. Example:https://example.com/?gclid=123

yqrid

Used for tracking QR code click-throughs. See click-through data in the Sources, summary report. Example:https://example.com/?yqrid=abc

yzclid

The tag is set by Yandex PromoPages. For data about traffic from Yandex PromoPages, see the Ad systems report. Example:https://example.com/?yzclid=123

Yandex Metrica gets tag information from the first pageview in a user's session. If there isn’t a tag in the first pageview, it isn’t detected for the entire session.

Parameters of tags used for determining the source:

Ad systems

Mailing lists

Social networks and websites

Search engines, messengers

Recommendation systems

utm_source, utm_medium, openstat_service, gclid

from, utm_medium, openstat_service

utm_source, utm_medium, utm_referrer

utm_source, utm_medium

utm_source, utm_medium

Note

Tag content is recognized correctly if the site uses UTF-8 encoding.

How to correctly create a tag

The first parameter is always added after a “?”, while all others are added after a “&”. Tags also should not contain superfluous characters (for example, %2B).

Parameter

Description

Note

utm_source

Traffic source

The tag is required to track incoming traffic from social media and ad platforms (except for Yandex Direct).

utm_medium

Traffic channel

The tag is used to track incoming traffic from QR codes, social media, messengers, email newsletters, and recommendation systems. If the value is utm_medium, the robot will send the source to the Other recommendation systems section. This is required for non-standard recommendation systems that aren't recognized by the referrer.

utm_campaign

Campaign name

—

utm_content

Campaign content

—

utm_term

Keyword

—
utm_source values for correctly detecting the source
Ad systems
  • adfox — for AdFox
  • admitad — for Admitad
  • adnews — for AdNews
  • adnous — for ADNOUS
  • adriver — for AdRiver
  • advcake — for ADV.Cake
  • advmaker — for AdvMaker.ru
  • aport (aport.ru) — for Aport
  • AvitoPromo — for Avito Promo
  • begun — for Begun
  • bing — for Bing Ads
  • B2BContext — for B2BContext
  • city_ads — for CityAds Media
  • criteo — for Criteo
  • directadvert (directadvert.ru) — for Direct/ADVERT
  • drivenetwork — for DriveNetwork
  • epn, epnbz — for E.PN
  • facebook (fb, facebook.com, fb.com) — for Facebook*;
  • flocktory — for Flocktory
  • gdeslon, gdeslon_cpa — for Gde Slon?
  • giraffio — for giraffe.io (AppCity)
  • google (adwords, adsense) — for Google
  • instagram — for Instagram*
  • kavanga — for Kavanga
  • ladycenter — Ladycenter
  • link — for LinkRU
  • magna — for Magna Context
  • marketgid — for MarketGid
  • medialand — for Medialand
  • merchant — for Google Merchant
  • moimir — for Moi mir Mail.ru
  • nnn (nnn.ru) — for NNN (National News Network)
  • odnoklassniki — for Odnoklassniki
  • ozon — for Ozon
  • perfluence — for Perfluence
  • price (price.ru, priceru, price-gmc) — for Price.ru
  • prre — for PRRE.RU
  • rtbhouse — for RTB House
  • mytarget (targetmailru) — for myTarget (Target Mail.ru)
  • taboola — for Taboola
  • tiktok — for TikTok
  • torg.mail.ru — for Mail.ru Market
  • trorer (rorer) — for RORER
  • Ttarget — for tTarget
  • videonow — for Videonow.ru
  • vkontakte (vk, vk.com) — for VK
  • vk_ads, vkads, vk-ads, vkr — for VK Ads
  • whisla — for Whisla
  • youtube — for YouTube
Social networks
  • vk, vkontakte, vk.com — for VK
  • facebook, fb, or facebook.com — for Facebook*
  • twitter or twitter.com — for Twitter
  • ok, odnoklassniki, ok.ru, or odnoklassniki.ru — for Odnoklassniki
  • livejournal — for Live Journal
  • plus.google.com or googleplus — for Google+
  • my.mail.ru — for Mail.ru My World
  • linkedin or linkedin.com — for LinkedIn
  • delicious — for delicious
  • tumblr or tumblr.com — for Tumblr
  • instagram or instagram.com — for Instagram*
  • pinterest.com — for Pinterest
  • reddit — for Reddit
  • stumbleupon — for StumbleUpon
Messengers
  • skype — for Skype
  • telegram — for Telegram
  • viber — for Viber
  • wechat — for WeChat
  • whatsapp — for WhatsApp
Recommendation systems
  • mirtesen.ru — for MirTesen
  • rambler — for Rambler
Search engines
  • yandex — for Yandex search
  • google — for Google search
  • go.mail.ru — for Mail.ru search

If you specify a value in the UTM tag for utm_source that isn't listed above, Yandex.Metrica will assign the sessions to the source Other search engine: determined by tags.

utm_medium values for correctly detecting the source
Ad systems
  • banner
  • cpa
  • cpc
  • cpm
  • cpp
  • cpv
  • display
  • paidsearch
  • ppc
Social networks
  • social
  • social-network
  • social-media
  • sm
  • social network
  • social media
Recommendation systems
  • rec
Search engines
  • organic
Other sources
  • email or e-mail — for incoming traffic from email newsletters.
  • qr or qrcode — for traffic via QR codes.
  • messenger — for incoming traffic from instant messengers.

Note

If the utm_source value is featured in the recommended list and the utm_medium value isn't, Yandex Metrica detects the traffic source by utm_source. This applies to traffic sources where the utm_medium tag is optional.

If you don’t use all the parameters in the tag, pay attention to their sequence:

https://example.com/?utm_source=link&utm_medium=cpc&utm_campaign=new

Use the utm_referrer parameter to allow Yandex Metrica to correctly detect the source of a click-through when there is a JavaScript redirect, or when users navigate to your site with the HTTP protocol from a site that is only available over HTTPS (more information about switching to HTTPS).

For the value, enter the address of the site that the click-through came from. Example:

https://example.com/?utm_referrer=example-source.com

where

  • example.com is your site.
  • example-source.com is the referral source.

If you specify the full address of a site with the HTTP or HTTPS schema as the value, then you need to encode this URL. For example, you want to specify the address https://example.com. The encoded address will look like this: https%3A%2F%2Fexample.com.

When listing the Openstat tag parameters, use “;” to separate them.

https://example.com/?_openstat=openstat_service;openstat_campaign;openstat_ad;openstat_source

where

  • openstat_service — traffic source
  • openstat_campaign — campaign ID
  • openstat_ad — ad ID
  • openstat_source — site ID

Example:

https://example.com/?_openstat=adfox;moscow;discount;top
openstat_service values for correctly detecting the source

Use the following values to track incoming traffic from ad platforms:

  • adfox — for AdFox
  • admitad — for Admitad
  • adnews — for AdNews
  • adnous — for ADNOUS
  • adriver — for AdRiver
  • advcake — for ADV.Cake
  • advmaker — for AdvMaker.ru
  • aport (aport.ru) — for Aport
  • AvitoPromo — for Avito Promo
  • begun — for Begun
  • bing — for Bing Ads
  • B2BContext — for B2BContext
  • city_ads — for CityAds Media
  • criteo — for Criteo
  • directadvert (directadvert.ru) — for Direct/ADVERT
  • drivenetwork — for DriveNetwork
  • epn, epnbz — for E.PN
  • facebook (fb, facebook.com, fb.com) — for Facebook*
  • flocktory — for Flocktory
  • gdeslon, gdeslon_cpa — for Gde Slon?
  • giraffio — for giraffe.io (AppCity)
  • google (adwords, adsense) — for Google
  • instagram — for Instagram*
  • kavanga — for Kavanga
  • ladycenter — Ladycenter
  • link — for LinkRU
  • magna — for Magna Context
  • marketgid — for MarketGid
  • medialand — for Medialand
  • merchant — for Google Merchant
  • moimir — for Moi mir Mail.ru
  • nnn (nnn.ru) — for NNN (National News Network)
  • odnoklassniki — for Odnoklassniki
  • ozon — for Ozon
  • perfluence — for Perfluence
  • price (price.ru, priceru, price-gmc) — for Price.ru
  • prre — for PRRE.RU
  • rtbhouse — for RTB House
  • mytarget (targetmailru) — for myTarget (Target Mail.ru)
  • taboola — for Taboola
  • tiktok — for TikTok
  • torg.mail.ru — for Mail.ru Market
  • trorer (rorer) — for RORER
  • Ttarget — for tTarget
  • videonow — for Videonow.ru
  • vkontakte (vk, vk.com) — for VK
  • vk_ads, vkads, vk-ads, vkr — for VK Ads
  • whisla — for Whisla
  • youtube — for YouTube

Use email or e-mail to track incoming traffic from email newsletters. This value should be placed in the openstat_service or openstat_source parameters.

Example:

https://example.com/?from=transition-source

To track incoming traffic from email newsletters, use the email or e-mail values.

Display tags in reports

Tag data is sorted according to how the groups are positioned on the report page, and shown in two ways:

Learn more

Questions and answers

Are values passed in UTM tags case-sensitive?

Yes. Yandex Metrica distinguishes the case that the UTM tag value is specified in. For example, utm_source=Vkontakte is not the same as utm_source=vkontakte. This affects displaying information in Yandex Metrica reports and uploading and deleting data on ad campaign expenses. To check the tag values already used in Yandex Metrica, see the UTM Tags report.

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A URL parameter processed by Yandex Metrica using a special algorithm. It’s not displayed in the “URL parameters” report. Instead, it’s included in special reports. This lets you create more intuitive and thorough analytic segments.

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