“Yandex.Direct, summary” report

The report allows you to assess how many visitors to your site were attracted by an ad and the quality of the advertising campaign (for example, based on data about bounces).

Statistics are based on registered (valid) clicks, i.e., clicks that weren't filtered out by the anti-fraud system in Yandex.Direct.

To view the report: Reports → Standard reports → Sources → Yandex.Direct, summary.

  1. What you can do with this report
  2. Conditions for getting the report
  3. Report structure and settings
  4. Questions and answers

What you can do with this report

Determine how many users went to the site from an ad

The report will show data on the number of users for the specified period.

See the overall bounce rate for an ad campaign

Bounces help you understand how well a page on your site matches the ad that the user clicked through from. 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).

Conditions for getting the report

For a report to be displayed in Yandex.Metrica, perform one or both of these actions on the Campaign parameters page in Yandex.Direct:

Report structure and settings

Report data is grouped by levels of detail:
  • Campaign – name and number.
  • Ad — title and number.
  • Ad impression criteria — for example, the query on which your ad appears, or retargeting condition.
  • Search query – a user's query in a search engine where an ad impression was made and the user clicked through to the advertiser's website.

The report supports all settings available in Yandex.Metrica.

Questions and answers

How to get statistics on third-party campaigns in Yandex.Direct reports

For statistics to be displayed correctly, go to the Campaign parameters page in Yandex.Direct, fill in the Yandex.Metrica tags box and enable .

How to configure ads for correct reports in other web analytics systems
For other web analytics systems to correctly count traffic from ads in Yandex.Direct, configure them in one of the following ways:
  • Add to ad links.
  • On the Campaign parameters page in Yandex.Direct, enable .
Why Yandex.Metrica and Yandex.Direct data differ

Yandex.Direct statistics show clicks that were not filtered out by the fraud protection system (these are called registered clicks). Yandex.Metrica displays the number of sessions by registered click-throughs from ads (“Yandex.Direct” group reports), as well as by unregistered ones (Ad systems report). Learn more about data differences.

Select a question to find a solution.

Yandex.Metrica receives information about different advertising systems from tags, 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 the UTM or Openstat tag. For the complete list of values, see the "Advertising systems" report section.

There could be several reasons for this.

Imagine the path from the user clicking the link to the Yandex.Metrica report:
  1. Creating the tag for the link.
  2. Clicking the link and going to the site.
  3. Loading the code snippet for the tag on the site.
  4. Collecting data for the tag and analyzing reports.
As a result, there are many steps between the first and last stage where data could be lost.
Imagine the path from the user clicking the link to the Yandex.Metrica report:
  1. Creating the tag for the link.
  2. Clicking the link and going to the site.
  3. Loading the code snippet for the tag on the site.
  4. Collecting data for the tag and analyzing reports.
As a result, there are many steps between the first and last stage where data could be lost.
Reasons at the tag creation stage
  • Tags are not formed correctly: required values are missing, parameter names are incorrect, there are superfluous question mark symbols or spaces, and so on.
  • When copying ads from one ad system to another, the tags were not changed, so the traffic is linked to another ad system.
Reasons at the click stage
  • The user stopped the page from loading and closed the page before it opened. For example, this could be an accidental click on a mobile phone or tablet.
  • The page didn't load due to problems with site accessibility, it loaded incorrectly in a certain browser.
  • The ad specifies a URL that redirects to a page that doesn't have the Yandex.Metrica tag installed.
  • The ad specifies a URL that redirects to another page, and the UTM tags are lost.
  • When the user goes to the site, other scripts that are loading block the tag from working.
  • The ad specifies an invalid URL that doesn't open a page.
Reasons at the code snippet loading stage
  • The Yandex.Metrica tag isn't installed on landing pages, or it is installed incorrectly.
  • 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.
Reasons at the report analysis stage

If you are comparing reports for Yandex.Metrica and another system or ad management account, data might differ. This is due to the fact that services have different ways of registering a user's interaction with a site.

For example, in the ad manager, a click might be registered not only for going to the site, but also for opening details on an ad or going to a social media page. Yandex.Metrica only counts the users who go to the site.

You might also have different attribution models chosen in ad managers.

For more information and a video tutorial, see the Tags report section.



Yandex.Metrica and other web analytics systems and ad managers have different ways of registering a user's interaction with a site and calculating statistics. For example, in the ad manager, a click might be registered not only for going to the site, but also for opening details on an ad or going to a social media page. Yandex.Metrica only counts the users who go to the site.

Also check that:
  • You are comparing correct data for the same time period in Yandex.Metrica and the other system.
  • Last click attribution is used by default in Yandex.Metrica reports. If necessary, change the attribution settings in Yandex.Metrica to make them match the attribution settings in your system.
This might happen for the following reasons:
  • Excessively narrow filters are set in Yandex.Metrica in Settings → Filters. As a result, not all of the data is collected.
  • Yandex.Metrica filters robots out of statistics. It's possible that the other system included robot traffic in their statistics. You can check for robot traffic on the site in Standard reports → Monitoring → Robots.
  • The tag didn't load on the site because the user's browser (or a corporate proxy server) has a plugin that prohibits downloading tracking tags. Antivirus systems with high security might also prevent tags from loading.

Also make sure that the Yandex.Metrica tag is installed on all the domains and subdomains that the other system is collecting statistics for. To see data for domains that have the Yandex.Metrica tag installed, go to Standard reports → Content → Popular.


This might happen for the following reasons:
  • Robot filtering is turned off in Yandex.Metrica in Settings → Filters. As a result, the reports show data for all the robot traffic on the site.
  • The other system has overly strict filters defined.
  • The other system's tag isn't installed on all the domains, including mobile versions of the site.


This might happen for the following reasons:

  • One of the site's landing pages doesn't have the code snippet embedded on it.
  • The site might have JavaScript that runs before the code snippet and performs an internal redirect on the site. For example, this could be code for A/B testing. You can detect this code by a redirect on the site (this is usually a redirect to the same page on the site with extra parameters added to the URL). To solve this issue, contact your webmaster.
  • Your hosting provider might have enabled protection from DDOS attacks that could add redirects before going to the site. Contact your hosting provider and ask them to disable this protection.

Choose the protocol your site uses:

In this case, you won't see the traffic source if this source uses a secured HTTPS connection.

  • You can switch your site to a secured HTTPS connection. You can get an encryption certificate for free through the Let's Encrypt project, which is a non-profit certification center supported by many prominent representatives of the internet industry.
  • If you are able to edit links on the source website, add the utm_referrer tag to them and specify the source site as the tag's value. For more information, see the Tags report section.

The source site might be encrypting the referrer. In this case, you won't be able to solve the problem within your site or Yandex.Metrica.

Add the utm_referrer tag to the website's links and specify the source site as the tag's value.


Imagine the path from the user clicking the link to the Yandex.Metrica report:
  1. Creating the tag for the link.
  2. Clicking the link and going to the site.
  3. Loading the code snippet for the tag on the site.
  4. Collecting data for the tag and analyzing reports.
As a result, there are many steps between the first and last stage where data could be lost.
Reasons at the tag creation stage
  • Tags are not formed correctly: required values are missing, parameter names are incorrect, there are superfluous question mark symbols or spaces, and so on.
  • When copying ads from one ad system to another, the tags were not changed, so the traffic is linked to another ad system.
Reasons at the click stage
  • The user stopped the page from loading and closed the page before it opened. For example, this could be an accidental click on a mobile phone or tablet.
  • The page didn't load due to problems with site accessibility, it loaded incorrectly in a certain browser.
  • The ad specifies a URL that redirects to a page that doesn't have the Yandex.Metrica tag installed.
  • The ad specifies a URL that redirects to another page, and the UTM tags are lost.
  • When the user goes to the site, other scripts that are loading block the tag from working.
  • The ad specifies an invalid URL that doesn't open a page.
Reasons at the code snippet loading stage
  • The Yandex.Metrica tag isn't installed on landing pages, or it is installed incorrectly.
  • 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.
Reasons at the report analysis stage

If you are comparing reports for Yandex.Metrica and another system or ad management account, data might differ. This is due to the fact that services have different ways of registering a user's interaction with a site.

For example, in the ad manager, a click might be registered not only for going to the site, but also for opening details on an ad or going to a social media page. Yandex.Metrica only counts the users who go to the site.

You might also have different attribution models chosen in ad managers.

For more information and a video tutorial, see the Tags report section.