The Order Sources report provides a complete picture of orders from each advertising source – search, social networks, contextual advertising, etc. Here you will see:
- how many orders are in progress, how The utm parameters are added many have been paid, cancelled and considered spam;
- conversion rate to order and payment;
- average bill, revenue and profit for each channel.
Markup of links from Yandex.Direct ads The utm parameters are added
Complete and correct information about transitions from Yandex.Direct is collected in Metrica using special parameters in links to target pages.
Metrica understands the following types of marks:
The last two analytics systems are becoming a thing of the past,
and we will focus on the utm and yclid tags in detail.
The main difference between utm and yclid is that it is a universal markup. If you want to collect campaign data not only from Yandex.Direct, but also from other advertising systems, you cannot do without utm markup. Auto-tagging yclid will link only Yandex.Direct and Metrica data.
In order for statistics on clicks from Yandex.Direct advertising campaigns to be displayed in Metrica, you need to link the corresponding counter in the campaign parameters:
UTM markup The utm parameters are added
The utm parameters are added to the link, which is written in the ad in the “Link in the ad” block after the slash and question mark:
Required parameters:
- utm_source — advertising platform (for example, Yandex or Vkontakte).
- utm_medium — ad type (for example, cpc, cpm, cpa).
- utm_campaign — advertising campaign (transliterated name or numeric identifier).
Additional options:
- utm_term — key phrase (transliterated);
- utm_content – additional information, such as banner ID.
To make work easier, dynamic parameters are used in the tag. This allows you not to manually enter each key phrase or ad ID in the container, they will be pulled up automatically.
Main dynamic parameters for Yandex Direct:The utm parameters are added
- {keyword} — key phrase
- {campaign_id} — campaign identifier
- {campaign_type} — campaign type (text and image ads, app ads, dynamic ads, smart banners).
The full list of parameters is in the official Help .
If you generate a UTM tag manually, follow these rules:
- Replace all spaces with underscores: kuit_odnokomnatnuyu_kvatriru_v_uhte. Use lowercase letters only.
- Do not use special characters.
- If the URL of the site page already contains “?” (for example, site.ru/?mode=12345), add utm parameters after the “&” sign: site.ru/?mode=12345&utm_source=yandex&utm_medium=cpc&utm_campaign=dymohody
- If the link from the ad leads to a landing block, rewrite the utm parameters strictly up to the anchor link sign — #: landing.com/?utm_source=yandex&utm_medium=cpc&utm_campaign=sale_msk#buynow
To correctly generate a UTM tag, use our instructions .
- You can manually enter UTM tags in each ad group, but only if you have a very small advertising campaign. But even in this case, we recommend saving time by using any UTM generator, for example, this one . As a rule, this is a free service that transliterates the campaign name and keywords, replaces spaces with underscores, converts all letters to lowercase and produces a link in full compliance with the requirements of analytics systems.
- In the Direct.Commander program. Using the “Replace” function, add the required utm markup to the links for the ad group:
In the PromoPult module ” Contextual advertising ” UTM tags mauritius business email list are generated automatically. And these are not all the advantages: there is also automatic selection of keywords, automatic generation of ads using ChatGPT, an AI image generator and “smart” bid management.
UTM tags report
Data on tagged links is included in a special report “UTM Tags”:
This is what the report for the utm=source parameter looks like for a month:
The same settings are available for the UTM tags use different content formats blog posts report as in other Yandex Metrica reports: period, level of detail, user segmentation, attribution models. You can select the necessary metrics, goals and groupings, linear or tree-like data structure in the tabular section. The tree-like data representation looks like this:
In the given example, the tree structure is not very clear because the utm_campaign and utm_content containers have
numeric identifiers instead of names. At the stage of creating a label, we recommend thinking about how the data will
be displayed in the report and how convenient it will be to work with it.
UTM markup is a desirable, but not mandatory condition for running an advertising campaign in Yandex Direct.
Even without this markup, you will see the results, review b as the data will get into Metrica thanks to the automatic yclid
markup. It is important to consider this point: if you are going to implement an end-to-end analytics system, it is better
to bother with utm, because the yclid markup transmits information in encrypted form and you will receive
significantly reduced data – only the transition source and the type of advertising.