Parameters passed in ad URLs

You can pass various parameters and tags (including UTM tags) in Direct ad URLs. They can be used for tracking various statistical data (such as traffic sources) and evaluating the effectiveness of ad campaigns.

What are URL parameters?

URL parameters are variables which can be added to a link to an advertiser's site. Using link parameters and web analytics tools like Yandex.Metrica, Google Analytics, etc., you can obtain additional information about the clicks generated by these links.

For example, you can use a parameter to notify Yandex.Metrica that a user has reached the site via a keyword:

The parameter itself is a "name-value" pair. Depending on the set value, parameters can be as follows:

  • static — you can set the value to be passed, e.g. utm_term=sony_playstation (utm_term — name, sony_playstation — static value)
  • dynamic — the required values are automatically added by the system, e.g. term={keyword}, where {keyword} stands for the keyword which triggered the ad impression

How to add a parameter

You can add parameters when you create or edit ads in the Link to site field by using the ? or &, operators. For example:{keyword}

You should choose a parameter name, e.g. term={keyword} or keyword={keyword}.

Make sure that the pages the links redirect to are available.

Attention. Cyrillic characters passed in the URL are automatically encoded in UTF-8. It's important that your site correctly accepts requests in this encoding. When Cyrillic characters are encoded in UTF-8, the URL becomes longer.

Yandex.Direct's dynamic parameters

The table below provides a list of values for Yandex.Direct's dynamic parameters which are recommended for collecting detailed statistics.

Value to be inserted in URL


Transmitted value

{ad_id} or {banner_id}

ID of ad



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


Text of related keyword

keyword text — when serving ads for related keyword

none — this impression was not triggered by a related keyword


Campaign type

type1 — Text & Image ads

type2 — Ads for Mobile Apps


Ad campaign ID



Creative ID from the Ad Builder



Device type on which impression was made

desktop — desktop

mobile — mobile phone

tablet — tablet


Group ID



The keyword for which the ad was displayed (Text & Image Ads or Ads for Mobile Apps)

keyword text without negative keywords


The ID of the keyword for the Text & Image Ads or Ads for Mobile Apps



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



Bid adjustment ID for retargeting list



ID of a mobile app interestnumber


Type of match between impression criteria and search queryrm — autotargeting

syn — synonym

rkw — related keyword


Matched keyword (used instead of {match_type})text of a selected keyword, synonym or related keyword


Exact position of an ad within a block. Passes only the position number, which doesn't define the block type where the ad is displayed (use with {position_type})

position number in a block (for example 1)

0 — ad was displayed in the ad networks


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



ad network publisher domain (for example, for impressions in ad networks

none for impressions on Yandex search


Ad network type

search — search site

context — ad network site

{region_name}Name of the region where the ad has been displayedname of the region


ID of the region where the ad has been displayednumber

A link with dynamic parameters will look something like this:{source_type}&source={source}&added={addphrases}&block={position_type}&pos={position}&key={keyword}&campaign={campaign_id}&retargeting={retargeting_id}&ad={ad_id}&phrase={phrase_id}&gbid={gbid}&device={device_type}&region={region_id}&region_name={region_name}
Note. In sitelinks the insertion of values of the parameters {campaign_id}, {ad_id}, {banner_id}, {phrase_id} is guaranteed only when these parameters are also present in the ad URL itself.

Special parameters {param1} and {param2}

The dynamic parameters {param1} and {param2} are general purpose parameters. First, for collecting statistics you can use them as additional parameters, for which you manually set a list of transmitted values. Second, by using {param1} and {param2} you can redirect users to different landing pages on your site based on different keywords they used to reach your ad.

You can only set {param1} and {param2} values in XLS/XLSX files, in Direct Commander, or via the API.

For example, you can use Excel spreadsheets to set the values:

Keyword (with negative keywords)

Link to website

Parameter 1







The ad which will be displayed according to the keyword roses will lead to the page

The ad which will be displayed according to the keyword lilac will lead to the page

  • The link indicated in the uploaded file is checked without the parameters {param1} and {param2}. For example, if the link{param1} is entered, then Yandex.Direct verifies the page by referring to the link Make sure that this page is available and correctly displays in all browsers.

  • Special characters in the values of {param1} and {param2} parameters are automatically encoded in UTF-8. For example, if {param1} uses “flowers/lilac.html”, the “/” will be converted to “%2F”, and the ad will lead to the URL

UTM tags

UTM is a standard means for obtaining statistics. Here are the basic names of UTM tags:

  • utm_source — source of click
  • utm_medium — traffic type
  • utm_campaign — ad campaign name
  • utm_content — additional information which helps to differentiate ads
  • utm_term — keyword

The parameters utm_source, utm_medium, and utm_campaign are required, while utm_content and utm_term are optional. You must use all UTM tags to get the correct information in the standard tags report in Yandex.Metrica. Please note that if you use all UTM tags apart from utm_content, then data for utm_term may not be received, and can only be done by reconstructing the report (you must remove theutm_content dimension in the report settings).

UTM tags can be used with Yandex.Direct's dynamic parameters:{source}&utm_medium=cpc&utm_campaign={campaign_id}&utm_content={position_type}.{position}&utm_term={keyword}

Openstat tags

You can track ad campaign results in Yandex.Direct by using independent third-party statistics systems like Openstat or LiveInternet. Just add the special _openstat tag label to your ad link (see the Openstat documentation for more information).

On the campaign settings page in the Metrica section, check the box marked Add _openstat tag label to links. After you've enabled this option, the _openstat tag label with encoded data (Unicode) will automatically be added to all your campaign's ads. Make sure that the landing pages that your links with _openstat parameters lead to are available.

Links that use the _openstat tag label look like this:
For Openstat users
Ad click-through statistics can be found in the Click-throughs from Ads report in the Openstat interface (for more information, see the Openstat documentation).
For LiveInternet users
You will see a Direct click-through report in your website statistics.

Using parameters with templates

Parameters can be used with templates:{ad_id}

Please make sure that the pages to which the template links redirect are available.

Use of special parameters to click-through from one ad to different site pages.

Depending on the keyword, you can use a template along with special parameters to send the user to different pages when they click on an ad.

You can do this using XLS/XLSX files, in Direct Commander, or through the API. If you have several groups of ads of the same type, combine these ads into one group. Just change the group number for all the ads you want to combine into one group. Set a unique keyword for each ad and add a template to the title and text. Add the {param1} parameter to the link for all the ads. Enter its value in the “Parameter 1” column.

If you need to enter several variables at once on the referral page, then use {param1} and {param2} together. Let's say that information on your site is grouped by manufacturer and a separate page was created for each item, for example,

Enter links in the format{param1}/{param2}. For each ad, enter the manufacturer in the “Parameter 1” column and the item in “Parameter 2”.

GroupAdKeyword (with negative keywords)TitleTextLink to websiteParameter 1Parameter 2
11RhinosCute #animals# cheer your soul!Plush #animals# bring cheer to adults and children{param1}/{param2}

11giraffeCute #animals# cheer your soul!Plush #animals# bring cheer to adults and children{param1}/{param2}

11elephantCute #animals# cheer your soul!Plush #animals# bring cheer to adults and children{param1}/{param2}


Ads that will display for the keyword Plush giraffe brings cheer to adults and children will lead to the page, whereas the phrase Cute elephant cheers your soul will lead to

As a result, keywords from an ad group will get enough impressions and your ad group will avoid the “Rarely served” status.