Video cheat sheet on Internet marketing: why there is a discrepancy between data in Yandex.Direct and Metric

Executive Editor of SEOnews

Why is there a discrepancy between data in Yandex.Direct and Metrica? We will give the answer to this question in a new video cheat sheet.

In the video, the leading specialist in working with paid traffic eLama Nikita Kravchenko will tell you about 10 main reasons why statistics may differ.

The main reasons due to which data discrepancies may occur

1. Selected different time periods

Sometimes there are cases when specialists choose one time period in Yandex.Metrica, and another time period in the Yandex.Direct Report Wizard. This leads to discrepancies in statistics.

2. Selected different attribution models

If the advertiser wants to attribute, for example, by the last meaningful click, then you need to select the last meaningful click in both Metrics and Direct. True, this also does not always guarantee that the data will be the same.

3. On the user’s side, an ad blocker is enabled or the user lives in a country where Yandex is restricted

In this case, Yandex.Metrica may not load or may be loaded incorrectly. The data will not be accurate and there is practically no way to influence this, except to make a site for a country where Yandex is limited (for example, Ukraine) and enable a special checkbox when setting up the Metrica counter.

4. The metric is not installed on all pages of the site or is not installed correctly

If there is no Metrica counter somewhere on the pages, then the site owner will not see what is happening with the audience in this place.

5. The user left the site before the Metrica was loaded

If the counter is set at the bottom of the code, or it takes a long time to load, or the user clicks on the ad, goes to the site and quickly closes the page, Metrica may not have time to record the visit. In Yandex.Direct, the click will be counted and as a result, there will be data discrepancies.

6. The metric is not tied to Direct campaigns

It happens that Metrica is forgotten to be tied to Yandex.Direct advertising campaigns.

The Metrica counter that is installed on the site must be linked to all advertising campaigns in which the site is indicated. Sometimes the wrong Metrica counter is added by mistake, so the data diverges.

7. Filters configured in Metric

If the advertiser filters the audience or traffic according to some scenarios, then you need to take this into account, since there are no such scenarios in Direct by default, which means there will be more data in Direct.

8. There were “invalid clicks” in Yandex.Direct

If there were “invalid clicks” in Yandex.Direct, then in all Metrica reports, except for special reports for Yandex.Direct, invalid clicks will not be filtered out and will be displayed as visits.

9. There were clicks on a virtual business card or phone number

There are clicks in the ad, not only with the transition to the site. Sometimes a user clicks on a virtual business card or phone number. Yandex.Direct treats this as clicks, but Yandex.Metrica does not take such clicks into account, since the user does not come to the site.

10. In Direct, attribution is on clicks, in Metric – on visits

This is forgotten, but it should be borne in mind that Yandex.Metrica displays the conversion on the day it was made during the visit. Yandex.Direct displays a conversion attributed to a click, because in Yandex.Direct it is important to understand the effectiveness of clicks from ads.

Sometimes it happens that the advertiser has selected a period of 1 week in the Report Wizard, and the click was 2 weeks ago. The conversion in Metrica took place today and will be displayed in Metrica today, but the advertiser will not see it in the report for the week in Yandex.Direct, since the click took place 2 weeks ago.

You need to understand that clicks and visits are completely different entities and attribution works differently there.

Metrica has special reports for Direct. They are the most similar to what the advertiser sees in the Direct Report Wizard.

If you need to analyze statistics for various key indicators of advertising campaigns in Yandex.Direct, it is recommended to use the Report Wizard. And if you need to create some segments, watch additional reports, filter, for example, by time of day, then you should use Metrica.

Small discrepancies between the data in Metrika and Direct are normal. It is important to rely on reality: how many calls and requests you received, whether they actually exist in the CRM system.

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