“Ad systems” report
This report contains information about traffic to your site from advertising systems.
To view the report: .
An example of this report is available for the Yandex Metrica demo tag.
To determine the source, Yandex Metrica uses the referrer and UTM and Openstat tags.
Ways to use this report
This report shows which advertising systems bring visitors to your site.
All of this data can be derived from your website's bounce rate. The higher the bounce rate, the less the site is engaging users (bounces are users who leave within 15 seconds of looking at a single page).
Report structure and settings
Report data is grouped by source type:
| Source | Note |
|---|---|
| Yandex Direct | To display information about Yandex Direct campaigns in the report: In Yandex Direct, go to the Edit campaign page. Under Yandex Metrica tags, select the tag installed on your site. |
| Yandex Display | To accurately detect Yandex Display as the traffic source, you can use UTM or Openstat tags, which should specify the yadisplay value for utm_source or Openstat Service. |
| Yandex Market | To collect statistics on click-throughs from Yandex Market, use tags in URL parameters when setting up a campaign in Yandex Market. |
| Zen | Learn about creating a publication with native ads in Zen Help. |
| Other advertising systems | Yandex Metrica receives information about different advertising systems from labels, which are parameters in the ad's link. If an ad system does not add a special tag to your link, you can manually form the link using UTM or Openstat tags. Use the generated link in your ad campaign. Values to set in the utm_source or openstat_service parameters are listed below.
List of tags If the UTM tag specifies a different value for the utm_source parameter that isn't listed above, Yandex Metrica identifies the traffic source from the value of the utm_medium parameter: cpc, ppc, paidsearch, cpv, cpa, cpp, display, cpm or banner. In the report, these sessions will be assigned to the source Other ad: determined by tags. |
| Source | Note |
|---|---|
| Yandex Direct | To display information about Yandex Direct campaigns in the report: In Yandex Direct, go to the Edit campaign page. Under Yandex Metrica tags, select the tag installed on your site. |
| Yandex Display | To accurately detect Yandex Display as the traffic source, you can use UTM or Openstat tags, which should specify the yadisplay value for utm_source or Openstat Service. |
| Yandex Market | To collect statistics on click-throughs from Yandex Market, use tags in URL parameters when setting up a campaign in Yandex Market. |
| Zen | Learn about creating a publication with native ads in Zen Help. |
| Other advertising systems | Yandex Metrica receives information about different advertising systems from labels, which are parameters in the ad's link. If an ad system does not add a special tag to your link, you can manually form the link using UTM or Openstat tags. Use the generated link in your ad campaign. Values to set in the utm_source or openstat_service parameters are listed below.
List of tags If the UTM tag specifies a different value for the utm_source parameter that isn't listed above, Yandex Metrica identifies the traffic source from the value of the utm_medium parameter: cpc, ppc, paidsearch, cpv, cpa, cpp, display, cpm or banner. In the report, these sessions will be assigned to the source Other ad: determined by tags. |
Undefined means that some of the session characteristics couldn't be identified, although the session itself was registered in the system. For instance, Yandex Direct traffic may have Yandex Direct: Undefined listed as the source. That means that Yandex Metrica recognized the ad platform, but couldn't identify details such as the campaign, keyword, and so on.
- The user accessed the page by clicking an ad, left the tab open, and later refreshed the page.
- The user clicked a link from an ad, but then forwarded it to someone else. The repeat session using this link won't be associated with the click from Yandex Direct, either.
- Redirects on the site may cause yclid tags to disappear from the link and lose the referrer.
There are many reasons why sessions might be “undefined” in Yandex Metrica. For instance, if the source of Yandex Direct traffic appears as Yandex Direct: Undefined, this could mean that there was a lag between generating the yclid tag in Yandex Direct and registering the session in Yandex Metrica. This can happen in the following situations:
The report supports all settings available in Yandex Metrica.
