How to evaluate the results of a display campaign on the Yandex Home page

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

To analyze the effectiveness of a display banner placed on the Yandex Home page, it is 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 parameters:

Dimension
Choose “For selected period”.
Columns

Select metrics:

  • Impressions
  • Clicks
  • Reach
  • Total expenditure

In the report, you will see:

  • Media reach produced by advertising.
  • 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 see if the bid or average price for different display regions and versions of the Yandex Home page are set correctly.
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.