How Yandex.Metrica works with tags

Yandex.Metrica takes into account click-throughs from links with a tag. This can be a direct click on a link saved in the browser, a click on a link in an email, and so on.

Yandex.Metrica can process the following types of tags:

Tag label Note

Standard reports are created for tags. Data on the utm_referrer tag can be tracked in the By URL parameters and Sites reports. In order for a tag to appear in a report, it must be compiled correctly.

The Advertising systems, Social networks, and Messenger reports are also generated from UTM tags.

The tag is added by Yandex.Direct. Example:
Data about ad click-throughs is available in the “Yandex.Direct” reports group:

In these reports, statistics reflect only registered clicks that were not filtered out by the anti-fraud system.

ymclid The tag is set by Yandex.Market. For data about traffic from Yandex.Market, see the Advertising systems report. Example:
gclid Used for tracking Google Adwords ads. To determine sources with the gclid tag, use segmentation. Example:

Yandex.Metrica gets tag information from the first pageview in a user's session. If there isn't a tag in the first pageview, it isn't detected for the entire session.

Tag parameters used for determining sources:
Ad systems Mailing lists Social networks and websites Search engines, messengers
utm_source, utm_medium, openstat_service, gclid from, utm_medium, openstat_service utm_source, utm_medium, utm_referrer utm_source, utm_medium
Note. Tag content is recognized correctly if the site uses UTF-8 encoding.

How to correctly create a tag


The first parameter is always added after a “?”, and all of the others after a “&”. Example:

Tags also should not contain superfluous characters (for example, %2B).

Required UTM tag parameters:
  • utm_source — Traffic source.
  • utm_medium — Traffic channel.
  • utm_campaign — Campaign name.
Optional parameters:
  • utm_content — Campaign content.
  • utm_term – Keyword.
If you don't use all the parameters in the tag, pay attention to their sequence:

The utm_referrer tag is used to determine the source when the site has a JavaScript redirect installed and when navigation is from a site with HTTPS to one with HTTP (learn more about switching to HTTPS).

For the value, enter the address of the site that the click-through came from. Example:


  • is your site.
  • is the referral source.

If you specify the full address as the value with HTTP or HTTPS, then you need to encode this URL. For example, you want to specify the address The encoded address will look like this:

Openstat tag parameters are transferred via “;”. Example:;phone;discount;top
Openstat parameters with recommended values:
  • openstat_service — Traffic source.
  • openstat_campaign — Campaign ID.
  • openstat_ad — Ad ID.
  • openstat_source — Site ID.