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Transferring ad data in URLs

Information about the content site, ad block, ad position etc. can be transferred in the ad URL that directs users to advertisers' sites.

This information can then be used to create statistical reports or perform various actions 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 the result of a search for "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 – impression in righthand ad block

  • 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



Group ID



The link containing the parameters will look 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, 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.

Processing link parameters helps advertisers cater for different user groups depending on the which ad they clicked on and direct them accordingly.

Advertisers can also accurately calculate the conversion rate for all types of Yandex.Direct traffic and evaluate their campaign efficiency by site, ad bloc, ad position etc.

Templates were used until 23.06.2011 to calculate keyword phrase stats. The ad link looked as follows:
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 ensure that the resulting URL works on your site when replacing the template with a keyword phrase. Cyrillic characters are automatically encoded into UTF-8 for ad link templates. Your site must be able to handle requests in this encoding.

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