Yandex.Direct data source

Getting started

  1. Inside the admin panel click Add Data Source.
  2. Choose Yandex.Direct from the list.
  3. Click Authenticate with Yandex and go through the authentication flow.
  4. Enable required reports.
  5. Apply additional settings if required.
  6. Click Save.

Configuration for advertising agencies

If you have an advertising agency account the option Agency should be enabled in the data source settings. This option makes it possible to import cost data for multiple clients which can be selected using Client logins dropdown.

Optionally, you can enable Spend agency points option. Points are transformed into a certain number of requests to the Yandex.Direct API per unit of time. If this option is enabled, when requesting the Yandex.Direct API, the points of the agency will be used, and not the advertiser.

VAT handling

Yandex.Direct API allows importing cost data either with or without VAT. If you would like cost data to include VAT - switch on Include VAT option.

Available reports

SegmentStream allows to import the following reports from Yandex.Direct.

Campaign performance

Table name

yandexDirectCampaignPerformance_{ACCOUNT}_{YYYYMMDD}

Table schema

Field name Type Mode
CampaignType STRING NULLABLE
MatchType STRING NULLABLE
Criterion STRING NULLABLE
Device STRING NULLABLE
Clicks INTEGER NULLABLE
Impressions INTEGER NULLABLE
Cost INTEGER NULLABLE
Placement STRING NULLABLE
CriterionType STRING NULLABLE
AdGroupId INTEGER NULLABLE
Date DATE NULLABLE
CampaignId INTEGER NULLABLE
CampaignName STRING NULLABLE
AdId INTEGER NULLABLE
AdNetworkType STRING NULLABLE
CriterionId INTEGER NULLABLE
MobilePlatform STRING NULLABLE
AdGroupName STRING NULLABLE
Gender STRING NULLABLE
LocationOfPresenceId STRING NULLABLE
LocationOfPresenceName STRING NULLABLE

Accounts balance

Table name

yandexDirectAccountsInfo_{ACCOUNT}_{YYYYMMDD}

Table schema

Field name Type Mode
AgencyName STRING NULLABLE
Currency STRING NULLABLE
Amount FLOAT NULLABLE
Login STRING NULLABLE
AccountID INTEGER NULLABLE

Additional transformation settings

Besides default reports import, SegmentStream allows to apply additional transformations for the data and help prepare cost data reports grouped by UTM.

This might be very handy if you need to stitch cost data with website sessions or send cost data into Google Analytics.

To enable this transformation use “Import cost data grouped by UTM” setting. Once enabled, a new table with cost data grouped by UTM will appear in your data warehouse.

Table name

yandexDirectCosts_{ACCOUNT}_{YYYYMMDD}

Table schema

Field name Type Mode
date DATE NULLABLE
account STRING NULLABLE
utmSource STRING NULLABLE
utmMedium STRING NULLABLE
utmCampaign STRING NULLABLE
utmContent STRING NULLABLE
utmTerm STRING NULLABLE
cost FLOAT REQUIRED
clicks INTEGER NULLABLE
impressions INTEGER NULLABLE
currency STRING NULLABLE

Supported dynamic URL parameters

By default Yandex.Direct allows to use a lot of dynamic URL tagging parameters to track campaigns.

SegmentStream supports the following parameters:

Name Description Transmitted value
{ad_id} or {banner_id} ID of ad. number
{addphrases} Whether the impression was initiated by related keywords. yes — ad impression according to related keyword
no — ad impression according to one of the source keywords
{campaign_name} Naming a campaign. text up to 60 characters
{campaign_type} Campaign type. type1 — Text & Image ads
type2 — Ads for Mobile Apps
type3 — Dynamic ads
type4 — Smart banners
type6 — Search banner
{campaign_id} Ad campaign ID. number
{device_type} Device type on which impression was made. desktop — desktop
mobile — mobile phone
tablet — tablet
{gbid} Group ID. number
{keyword} The keyword for which the ad was displayed (Text & Image Ads or Ads for Mobile Apps). keyword text without negative keywords
{phrase_id} The ID of the keyword for the Text & Image Ads or Ads for Mobile Apps. number
{retargeting_id} Audience target ID that links an ad group with a retargeting list or mobile app interests. Read more about audience targets in the Yandex.Direct API documentation. number
{coef_goal_context_id} Bid adjustment ID for retargeting list. number
{adtarget_name} Dynamic text ad target. name of a dynamic text ad target
{adtarget_id} ID of a targeting condition for dynamic ad. number
{position_type} Ad block type if the ad appeared on a Yandex search results page. premium — premium placement
other — block to the right or at the bottom
none — ad was displayed in the ad networks (YAN or ad exchanges)
{source} Placement. ad network publisher domain (for example, travel.ru) for impressions in ad networks (YAN or ad exchanges)
none for impressions on Yandex search
To serve on search sites in the Yandex Advertising Network, use either the domain or the value none.
{source_type} Ad network type. search — search site
context — ad network site
{region_name} Name of the region where the ad has been displayed. name of the region
{region_id} ID of the region where the ad has been displayed. number

If you use some of the unsupported parameters in UTM-tags SegmentStream will not be able to match your cost data with Google Analytics sessions for this UTM-tag.

In order to keep matching visits and ad expenses in the cost analysis reports, move the unsupported parameters from UTM-tags to additional custom GET-parameters and collect them to custom dimensions in Google Analytics:

  • Cost data will be available only for UTM-tags values.
  • Session data will be available for unsupported parameters (through custom dimensions) and UTM-tags values.

Note. Make sure you tag all campaign sitelinks the same way you tag the campaign. Otherwise SegmentStream might not be able to properly match clicks from sitelinks with Google Analytics sessions.

UTM matching for Search banners

Currently, SegmentStream does not support automatic UTM matching for Search banners. This means that you would need to match these types of campaigns mannually inside the SegmentStream admin panel. For all your Search banners you need to define matching between the Campaign ID and URL parameters.

For example, if you have a Search banner with the Campaign ID = 123123123 with the following link to the website: http://www.site.com/?utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_id}&utm_term={keyword}&utm_content={banner_id}, the mapping should be the following:

123123123 ▸ utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_id}&utm_term={keyword}&utm_content={banner_id}

This is how it might look inside the admin panel: Yandex.Direct URL params matching

This document was last updated on July 20, 2020. If you notice any gaps, outdated information or simply want to leave some feedback to help us improve our documentation, please let us know!