How to evaluate the results of a display campaign on the ya.ru page and in a new Yandex Browser tab

You can view reports on the results of your advertising campaign after your ads start being served. Regularly review the statistics to evaluate the effectiveness of your campaign.

Which metrics to track

Analyzing the effectiveness of a display banner placed in a new Yandex Browser tab, it's important to evaluate its reach and attractiveness to users.

Impressions: Number of viewable ad impressions.
Clicks: Number of clicks on the banner.
Reach: The number of unique users who viewed the ad. The reach is calculated based on the history of impressions on different user devices (smartphones, tablets, and desktop computers).

How to generate a report

Click the View statistics link on the display campaign page. In Report Wizard, create a report using the following settings:

Dimension

Choose “For selected period”.

Attribution

Select “Last impression from Yandex Direct cross-device”.

Columns

Select metrics:

Impressions
Clicks
Reach
Conversions.
Total expenditure

In the report, you will see:

Media reach produced by advertising.
How many conversions did the display ad attract? Learn more.
How often users interacted with your banner.

Note. For some parameters (such as audience reach), the system uses a statistical method to calculate metrics based on a sample of users. This lets you quickly get the parameter value for a large amount of data. This means that the value in the statistics may differ somewhat from the actual value.

View statistics in Yandex Direct

How to make decisions based on statistics

How to increase banner impressions: If the campaign wins too few auctions for ad display, you can raise the CPM bid (for a manual strategy) or increase the limit on your average CPM (for an automatic strategy). Check the table to make sure that you have relevant values of the bid or average CPM for different display regions.
How to compare banners: Unlike performance campaigns, banners belonging to the same ad group are served uniformly. You can compare them by the number of clicks. This shows user engagement with the banner. Add the Ad/banner № cross-section to the report and the Clicks and CTR (%) columns, and compare the metrics between banners.
How to interpret statistics on clicks and conversions: Display ads can result in traffic to your website and purchases. You can compare different display campaigns by the number of clicks and conversions, but remember that reach and frequency of impressions are more important for them than clicks and conversions. You shouldn't compare the number of clicks and conversions with similar indicators in performance campaigns, because performance advertising focuses on existing demand, while display advertising creates more interest in a “cold” audience.

Have questions?

Attention. Our customer service department can only help you with the campaigns created under the same username you use to contact us. You can see your current login in the upper-right corner of the screen. Our team can access your data only when processing your request.