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Transferring ad data in URLs

You can give information in ad links - which users click-through to a site - about the site, ad block type, position in block, and other details.

Thanks to this you can accurately calculate the conversion rate for all types of Yandex.Direct traffic and evalulate the efficiency by site, ad block, their position, and so on.

In addition, accounting for parameters in links permits the separation of users, who are visiting your site by different ads, and directing them accordingly on the site. For example, direct users to the required webpage if they use a certain keyword, show additional information to visitors from YAN content sites etc.

A special code must be added to the link when the ad is created. This code is then automatically replaced by the parameter values.



Parameter value

Type of site on which ad was displayed


  • search – search

  • context – content

YAN site name


  • site domain — for YAN site impressions

  • none — for Yandex search impressions

Whether the impression was initiated by “additional relevant phrases”


  • yes – the impression was triggered by a relevant phrase

  • no – the impression was triggered by a standard keyword

Ad block position, if the impression occurred in Yandex search results


  • premium – premium placement

  • other – ad block to the right/below

  • none – the impression was not in Yandex search results

Position of ad within block


  • number of position in block

  • 0 – the impression was not in Yandex search results.

The keyword for which the ad was displayed


The keyword without negative keywords

First keyword parameter


The first parameter value for that keyword.

Second keyword parameter


The second parameter value for that keyword.

Ad campaign ID




{ad_id} or {banner_id}


Keyword phrase ID



Retargeting condition number (ID)



Group number (ID)



Device type on which impression was made


desktop — desktop

mobile — mobile

tablet — tablet

A link which uses parameters looks like this:{source_type}&source={source}&added={addphrases}&block={position_type}&pos={position}&key={keyword}

If a user got to your site by clicking on a second-place premium placement ad shown for the query “pink elephant”, then the click-through address will be:

  • In quick links, substitution of the parameter values for {campaign_id}, {ad_id}, {banner_id} and {phrase_id} can be guaranteed only if the same parameters are present in the link for the ad itself.

  • You can combine ad parameters in a link with a UTM tag. It expands the options to monitor campaign efficiency in different analytical system reports — in addition to information about a traffic source and the ad campaign name, in the reports you will be able to see structured information about the site, position, and so on, grouped by source.

  • Templates were used until 23.06.2011 to calculate keyword phrase stats. The ad link looked like this:
    The ability to take ad parameters into account in the link will in no way influence this tool. For example, the majority of parameters described in the table can be included in one link, while ad templates can be used to gather keyword stats. Please make sure that the resulting URL to your advertised site works when replacing the template with a keyword phrase.

  • Cyrillic characters are automatically encoded into UTF-8 for ad link templates. It's important that your site correctly accepts requests in this encoding.

    When Cyrillic characters are encoded in utf-8, the URL increases in size. If it exceeds 4096 bytes, only the values of parameters for yclid and openstat tags will be transferred.

  • For impressions initiated by additional relevant phrases, the text and phrase ID in the template will not be substituted.

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