Report format and field descriptions

The report is generated in TSV format.

The first row in the report contains the report name that is set in the ReportName parameter, along with the start and end dates of the reporting period. This row is not included in the report if the request specifies the HTTP header skipReportHeader: true.

The second row contains the names of the fields (columns) that are set in the FieldNames parameter. This row is not included in the report if the request specifies the HTTP header skipColumnHeader: true.

The following rows contain the statistics (the values for the fields).

The last row in the report contains the number of rows with statistics. This row is not included in the report if the request specifies the HTTP header skipReportSummary: true.

The fields are described in the table below.

FieldDescription
AdFormat

Format of the ad impression:

  • IMAGE — With an image.

  • TEXT — A text ad.

  • VIDEO — With video.

  • SMART_MULTIPLE — Smart banner.

  • SMART_SINGLE — Smart ad.

AdGroupIdID of the ad group.
AdGroupNameName of the ad group.
AdIdThe ad ID.
AdNetworkType

The type of advertising place where the ad is shown:

  • SEARCH — In search results.

  • AD_NETWORK — On ad networks.

Age

The user's age group: one of the values AGE_0_17, AGE_18_24, AGE_25_34, AGE_35_44, AGE_45, AGE_45_54, AGE_55 or UNKNOWN.

Statistics for periods up through 21.08.2018 output the AGE_45 value, and after this date the values AGE_45_54 and AGE_55 are shown. The statistics for a period that includes 21.08.2018 might show some with the AGE_45 value and some with AGE_45_54 or AGE_55.

AvgClickPositionAverage position where the ad was clicked. Calculated using only clicks on the first page of Yandex search results. The top position is assigned the number 1.
AvgCpcAverage cost per click.
AvgCpm

Average price per thousand impressions.

This data is only available for campaigns with the “Display campaign” type.

AvgImpressionFrequency

Average impression frequency per user, up to two decimal places.

This data is only available for campaigns with the “Display campaign” type.

AvgImpressionPositionAverage 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.
AvgPageviewsThe average session depth on the site, meaning the number of pages viewed (according to Yandex.Metrica data).
AvgTrafficVolumeThe average volume of traffic from positions that had ad impressions.
BounceRateThe percentage of bounces in the total number of sessions (according to Yandex.Metrica data).
BouncesThe number of bounces (according to Yandex.Metrica data).
CampaignIdThe campaign ID.
CampaignNameThe campaign name.
CampaignType

The type of campaign:

  • TEXT_CAMPAIGN

  • MOBILE_APP_CAMPAIGN

  • DYNAMIC_TEXT_CAMPAIGN

  • SMART_BANNER_CAMPAIGN

  • MCBANNER_CAMPAIGN

  • CPM_BANNER_CAMPAIGN

See Campaign type.

CarrierType

The type of connection:

  • CELLULAR — Mobile connection.
  • STATIONARY — Wi-Fi or wired internet access.
  • UNKNOWN — The type couldn't be detected.
ClicksThe number of clicks.
ClickTypeWhich part of the ad was clicked by the user:
  • TITLE — The ad title.

  • SITELINK1, SITELINK2, SITELINK3, SITELINK4 — Sitelinks.

  • VCARD — The virtual business card.

  • DISPLAY_URL_PATH — A displayed link.

  • MOBILE_APP_ICON — The app icon (for mobile app ads).

  • BUTTON — The download or install button (for mobile app ads).

  • UNKNOWN.

ConversionRate

Ratio of the number of converted sessions to the number of clicks, as a percentage (according to Yandex.Metrica data). It might be greater than 100 because a single click can be the source of multiple sessions.

If the request specified Yandex.Metrica goals (the Goals parameter), the ConversionRate field is replaced with ConversionRate_<goal_id>_<model>.

ConversionRate_<goal_id>_<model>

The ratio of the number of converted sessions during which the specified goal was reached to the number of clicks. It might be greater than 100 because a single click can be the source of multiple sessions. The name of the field contains the goal ID and the name of the attribution model (the value of the AttributionModels parameter).

For example, the ConversionRate_1234567_FC field contains the number of sessions that had a conversion for goal 1234567, when the session source is attributed using the “first click” model.

If the request specifies multiple attribution models, the data is output separately for each model. The number of ConversionRate_<goal_id>_<model> fields for each attribution model corresponds to the number of goals specified in the Goals parameter.

Conversions

The number of conversions (according to Yandex.Metrica data).

If the request specified Yandex.Metrica goals (the Goals parameter), the Conversions field is replaced with Conversions_<goal_id>_<model>.

Conversions_<goal_id>_<model>Number of conversions during which this goal was reached. The name of the field contains the goal ID and the name of the attribution model (the value of the AttributionModels parameter).

For example, the Conversions_1234567_FC field contains the number of sessions that had a conversion for goal 1234567, when the session source is attributed using the “first click” model.

If the request specifies multiple attribution models, the data is output separately for each model. The number of Conversions_<goal_id>_<model> fields for each attribution model corresponds to the number of goals specified in the Goals parameter.

Note. A single session may include conversions for multiple goals, so the total number of converted sessions might be less than the number of converted sessions for separate goals added together.
CostThe cost of clicks.
CostPerConversion

The average cost of reaching a goal (according to Yandex.Metrica data): the ratio of the cost of clicks to the number of conversions.

If the request specified Yandex.Metrica goals (the Goals parameter), the CostPerConversion field is replaced with CostPerConversion_<goal_id>_<model>.

CostPerConversion_<goal_id>_<model>

The average cost of a conversion for the given goal. The name of the field contains the goal ID and the name of the attribution model (the value of the AttributionModels parameter).

For example, the CostPerConversion_1234567_FC field contains the number of sessions that had a conversion for goal 1234567, when the session source is attributed using the “first click” model.

If the request specifies multiple attribution models, the data is output separately for each model. The number of CostPerConversion_<goal_id>_<model> fields for each attribution model corresponds to the number of goals specified in the Goals parameter.

Criteria

Name or text of the targeting criteria:

  • For targeting a keyword or synonym – the keyword text.

  • For autotargeting – the “---autotargeting” value.

  • For targeting a related keyword:

    • an empty value, if the report type is CUSTOM_REPORT.
    • the text of the related keyword, if the report type is SEARCH_QUERY_PERFORMANCE_REPORT.
  • For targeting an audience target – the name of the retargeting list, or the name of a mobile app category.

  • For showing a dynamic ad – the name of the dynamic text ad target, or the name of the filter.

  • For showing smart banners – the name of the filter.

CriteriaId

ID of the targeting criteria:

  • For targeting a keyword or synonym – the keyword ID.

  • For autotargeting – the autotargeting ID.

  • For targeting a related keyword – a dash.

  • For targeting an audience target – the ID of the audience target.

  • For showing a dynamic ad – the ID of the dynamic text ad target, or the ID of the filter.

  • For showing smart banners – the ID of the filter.

CriteriaType

The type of targeting criteria set by the advertiser:

  • KEYWORD — Keyword.

  • AUTOTARGETING — Autotargeting.

  • AUDIENCE_TARGET — Audience target.

  • DYNAMIC_TEXT_AD_TARGET — Dynamic text ad target or filter for dynamic ads.

  • SMART_BANNER_FILTER — Filter for smart banners.

Criterion

The name or text of the targeting criteria set by the advertiser:

  • For targeting a keyword or synonym – the keyword text.

  • For displays for a related keyword – the keyword text, or the value “automatically added phrase” if the keyword couldn't be determined.

  • For autotargeting – the “---autotargeting” value.

  • For targeting an audience target – the name of the retargeting list, or the name of a mobile app category.

  • For showing a dynamic ad – the name of the dynamic text ad target, or the name of the filter.

  • For showing smart banners – the name of the filter.

We recommend using this field instead of Criteria.

CriterionId

The ID of the targeting criteria set by the advertiser:

  • For targeting a keyword or synonym – the keyword ID.

  • For targeting a related keyword – the ID of the keyword, or a dash if the keyword couldn't be determined.

  • For autotargeting – the autotargeting ID.

  • For targeting an audience (using a retargeting list or interest in a mobile app category) – the ID of the audience target, or a dash if the target was deleted.

  • For a dynamic text ad target generated from site pages – the ID of the dynamic text ad target.

  • For a filter for dynamic ads generated from a feed, or a filter for smart banners – the filter ID.

We recommend using this field instead of CriteriaId.

CriterionType

The type of targeting criteria set by the advertiser:

  • KEYWORD — Keyword.

  • AUTOTARGETING — Autotargeting.

  • RETARGETING — Audience target based on a retargeting list.

  • MOBILE_APP_CATEGORY — Audience target based on interest in a mobile app category.

  • WEBPAGE_FILTER — Dynamic text ad target for dynamic ads generated based on site pages.

  • FEED_FILTER — Filter for dynamic ads generated from a feed, or a filter for smart banners.

We recommend using this field instead of CriteriaType.

CtrCTR as a percent.
DateThe data statistics are provided for, in the format YYYY-MM-DD.
DeviceThe type of device the ad was shown on: DESKTOP, MOBILE or TABLET.
ExternalNetworkNameThe name of the ad exchange (SSP).
GenderThe user's gender: GENDER_MALE, GENDER_FEMALE or UNKNOWN.
GoalsRoi

The return on investment in advertising, up to two decimal places (according to Yandex.Metrica data):

If the request specified Yandex.Metrica goals (the Goals parameter), the GoalsRoi field is replaced with GoalsRoi_<goal_id>_<model>.

GoalsRoi_<goal_id>_<model>

The return on investment in advertising for the given goal. The name of the field contains the goal ID and the name of the attribution model (the value of the AttributionModels parameter).

For example, the GoalsRoi_1234567_FC field contains the ROI for goal 1234567, when the session source is attributed using the “first click” model.

If the request specifies multiple attribution models, the data is output separately for each model. The number of GoalsRoi_<goal_id>_<model> fields for each attribution model corresponds to the number of goals specified in the Goals parameter.

ImpressionReach

Impression reach: the number of unique users who were shown a banner.

This data is only available for campaigns with the “Display campaign” type.

Note. Don't add together the values for the report rows, because the same user might be counted in multiple rows. In particular, the number of unique users for the campaign might be less than the total number of unique users for separate ad groups.
ImpressionsNumber of impressions.
ImpressionShare

The percentage of auctions won out of the total number of auctions that the ad materials participated in.

This data is only available for campaigns with the “Smart banners” type.

LocationOfPresenceIdID of the region where the user is located.
LocationOfPresenceNameName of the region where the user is located.
MatchedKeyword

The matched keyword:

  • For targeting a keyword synonym – the synonym text.

  • For targeting a related keyword – the text of the related keyword.

  • For showing a dynamic ad – the text of the keyword that was generated automatically on the main page of the advertised site or product offer from a feed.

  • In other cases – an empty value.

MatchType

Keyword match type:

  • RELATED_KEYWORD — Impression for a related keyword.

  • SYNONYM — Impression for a keyword synonym.

  • NONE — All other cases.

MobilePlatformOS type: ANDROID, IOS, OTHER or UNKNOWN.
MonthDate of the start of the month, in the format YYYY-MM-DD.
PlacementName of the site where the ad is being displayed.
QuarterDate of the start of the quarter, in the format YYYY-MM-DD.
QueryThe search query that triggered the ad.
Revenue

Revenue (according to Yandex.Metrica data).

If the request specified Yandex.Metrica goals (the Goals parameter), the Revenue field is replaced with Revenue_<goal_id>_<model>.

Revenue_<goal_id>_<model>Revenue for the given goal. The name of the field contains the goal ID and the name of the attribution model (the value of the AttributionModels parameter).

For example, the Revenue_1234567_FC field contains the revenue for goal 1234567, when the session source is attributed using the “first click” model.

If the request specifies multiple attribution models, the data is output separately for each model. The number of Revenue_<goal_id>_<model> fields for each attribution model corresponds to the number of goals specified in the Goals parameter.

RlAdjustmentIdID of a retargeting list used for applying bid adjustments for website users.
Sessions

Number of sessions (according to Yandex.Metrica data).

For mobile app ads, the number of clicks is shown as the number of visits.

Slot

The ad display place:

  • PREMIUMBLOCK — Premium Placement.

  • OTHER — Other ad blocks.

TargetingLocationIdID of the targeting region. If extended geotargeting is used, it may differ from the region of the user's location. See Geotargeting in the Help for Yandex.Direct.
TargetingLocationNameName of the targeting region.
WeekDate of the start of the week (Monday), in the format YYYY-MM-DD.
WeightedCtrWeighted CTR as a percent. Calculated as (Clicks / WeightedImpressions) × 100%.
WeightedImpressionsWeighted impressions. Each impression is counted with the weight TrafficVolume / 100, where TrafficVolume is the amount of traffic from the position where an impression occurred. So WeightedImpressions = Impressions × AvgTrafficVolume / 100.
YearDate of the start of the year, in the format YYYY-MM-DD.