Example of a campaign statistics report

A sample report in XML format is shown below.

<?xml version="1.0" encoding="UTF-8" ?>
<report> 
  <reportID>1234</reportID>
  <campaignID>1234567</campaignID>
  <startDate>2013-05-01</startDate>
  <endDate>2013-05-31</endDate>
  <phrasesDict>
      <phrase type="phrase" phraseID="2" value="refrigeration equipment" />
      <phrase type="retargeting" DictID="912" value="retargeting: order not completed" />  
</phrasesDict>
  <stat>
      <row bannerID="123456"
          phraseID{stat}="2"
          statDate="2013-05-15"
          sum_search="10"
          sum_context="2"
          shows_search="1000"
          shows_context="123"
          clicks_search="100"
          clicks_context="23"
          sum="12"
          shows="1234"
          clicks="123"
          regionID="1"
          placeName="Yandex"
          placeType="search"
          goal_id="18565"
          goal_conversion="25.91"
          goal_cost="1.54"
          session_depth="9.35"
          goal_conversions_num="28" 
           position_type="premium"
          stat_type="Text"
          shows_average_position="4.87"
          clicks_average_position="4.95"/>
      <row bannerID="123457"
          DictID{stat}="912"
          RetargetingID="3097" 
           statDate="2013-05-25"
          sum_search="0"
          sum_context="96.35"
          shows_search="0"
          shows_context="755"
          clicks_search="0"
          clicks_context="57"
          sum="96.35"
          shows="755"
          clicks="57"
          regionID="1"
          placeName="catalog.tut.by"
          placeType="context"
          goal_id="18777"
          goal_conversion="28.88"
          session_depth="9.39"
          position_type="other"
          stat_type="Image"/>
  </stat>
</report>

Descriptions of report elements are provided below.

Element/attribute Description Output condition
report element
reportID ID of the report.
campaignID The campaign ID.
startDate The start date of the report, YYYY-MM-DD.
endDate The end date of the report, YYYY-MM-DD.
phrasesDict Keyword dictionary. Contains information about objects in the report: keywords, Yandex.Catalog categories, retargetings, and targeting conditions for dynamic text ads.
stat Statistical data.
phrasesDict element
phrase Information about the keyword, category, or retargeting in the attributes type, phraseID, DictID, and value.
type Contains the value “phrase” in entries about keywords, “rubric” in entries about Yandex.Catalog categories, or “retargeting” in entries about retargetings.
phraseID

ID of the keyword in the report.

The phraseID identifier exists only within the report and does not match the keyword ID in Yandex.Direct. It is used for standardizing report data and links the phrase and row elements.

rubricID

ID of the category in the report.

Exists only within the report and does not match the category ID in Yandex.Direct. Used for standardizing report data; links the phrase and row elements.

DictID

ID of the retargeting in the report.

Exists only within the report and does not match the retargeting ID in Yandex.Direct. Used for standardizing report data; links the phrase and row elements.

value Either the text of the keyword, the number of the Yandex.Catalog category, or the retargeting description in the report.
stat element
row Keyword statistics for one day in the report period.
sum

Cost of clicks deducted from the balance of the campaign 1 .

shows Number of impressions 1 .
clicks Number of clicks 1 .
bannerID The ad ID. In the GroupByColumns parameter, the value of “clBanner” or “clImage” is specified.
phraseID

The keyword ID in the report (see the phrasesDict element).

The phraseID identifier exists only within the report and does not match the keyword ID in Yandex.Direct. It is used for standardizing report data and links the phrase and row elements.

In the GroupByColumns parameter, the value “clPhrase” is specified and the entry contains information about the keyword (not about the Yandex.Catalog category or retargeting).

rubricID

ID of the Yandex.Catalog category in the report (see the phrasesDict element).

Exists only within the report and does not match the category ID in Yandex.Direct. Used for standardizing report data; links the phrase and row elements.

In the GroupByColumns parameter, the value “clPhrase” is specified and the entry contains information about the keyword, not about the Yandex.Catalog category.

DictID

The retargeting ID in the report (see the phrasesDict element).

Exists only within the report and does not match the retargeting ID in Yandex.Direct. Used for standardizing report data; links the phrase and row elements.

In the GroupByColumns parameter, the “clPhrase” value is specified and the entry contains information about retargeting.

RetargetingID Retargeting ID in Yandex.Direct. In the GroupByColumns parameter, the “clPhrase” value is specified and the entry contains information about retargeting.
statDate The data statistics are provided for. If the GroupByDate input parameter has the value “week” or “month”, the first date of the week or month is specified. In the GroupByColumns array, the value “clDate” is present.
sum_search

Cost of clicks in the search.

The PageType input parameter is omitted or has the value “all”.
sum_context

Cost of clicks in the Yandex Advertising Network.

shows_search

Number of impressions in the search.

shows_context Number of impressions in the Yandex Advertising Network.
clicks_search Number of clicks in the search.
clicks_context Number of clicks in the Yandex Advertising Network.
regionID ID of the display region. In the GroupByColumns array, the “clGeo” value is present.
placeName Name of the site where the ad is being displayed. In the GroupByColumns array, the value “clPage” is present.
placeType Type of display platform: “search” — the search platform (including Yandex search and search sites in the Yandex Advertising Network), or “context” — a site in the Yandex Advertising Network.
goal_id

The ID of the goal in Yandex.Metrica, if it was passed in the StatGoals input parameter.

0 — If the ID was not passed. In this case, the other Yandex.Metrica indicators contain aggregated data for all goals.

In the GroupByColumns array, the value “clStatGoals” is present.

goal_conversion The percentage of goal visits as part of the total number of visits.
goal_cost The average cost of a goal visit: the relationship of revenue to the number of goal visits.
session_depth Session depth for the site.
goal_conversions_num

Number of goal visits (conversions).

In the GroupByColumns array, the value “clGoalConversionsNum” is present.

position_type

The ad display block: “premium” for Premium Placement, or “other” for other ad blocks.

In the GroupByColumns array, the value “clPositionType” is present.
stat_type Type of ad display: with or without an image. Possible values: Image/Text. In the GroupByColumns array, the “clImage” value is present.
shows_average_position

Average display position of the ad. Calculated using only displays on the first page of Yandex search results.

The top position is assigned the number 1.

In the GroupByColumns array, the value “clAveragePosition” is present.
clicks_average_position Average position where the ad was clicked. Calculated using only clicks on the first page of Yandex search results.
Notes
  1. The values of the sum, shows and clicks parameters depend on the PageType input parameter:

    • when the value is “all” or PageType is omitted, cumulative data is given for the search and the Yandex Advertising Network. However, data is given separately for the search and the Yandex Advertising Network in the parameters sum_search, shows_search, clicks_search, sum_context, shows_context, and clicks_context.
    • If the value is “search”, data is provided for Yandex search and search sites in the Yandex Advertising Network.
    • If the value is “context”, data is provided for sites in the Yandex Advertising Network, other than search sites.