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 incomplete" />
   </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/attributeDescriptionOutput condition
report element
reportIDID of the report.
campaignIDThe campaign ID.
startDateThe start date of the report, YYYY-MM-DD.
endDateThe end date of the report, YYYY-MM-DD.
phrasesDictKeyword dictionary. Contains information about objects in the report: keywords, Yandex.Catalog categories, retargetings, and targeting conditions for dynamic text ads.
statStatistical data.
phrasesDict element
phraseInformation about the keyword, category, or retargeting in the attributes type, phraseID, DictID, and value.
typeContains 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.

valueEither the text of the keyword, the number of the Yandex.Catalog category, or the retargeting description in the report.
stat element
rowKeyword statistics for one day in the report period.
sum

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

showsNumber of impressions 1 .
clicksNumber of clicks 1 .
bannerIDThe 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.

RetargetingIDRetargeting ID in Yandex.Direct.In the GroupByColumns parameter, the “clPhrase” value is specified and the entry contains information about retargeting.
statDateThe 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_contextNumber of impressions in the Yandex Advertising Network.
clicks_searchNumber of clicks in the search.
clicks_contextNumber of clicks in the Yandex Advertising Network.
regionIDID of the display region.In the GroupByColumns array, the “clGeo” value is present.
placeNameName of the site where the ad is being displayed.In the GroupByColumns array, the value “clPage” is present.
placeTypeType 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_conversionThe percentage of goal visits as part of the total number of visits.
goal_costThe average cost of a goal visit: the relationship of revenue to the number of goal visits.
session_depthSession 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_typeType 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_positionAverage 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.