Yandex.Direct to Google BigQuery: the data schema

Field Type Descrittion
Keyword STRING The keyword for which the ad was displayed (Text & Image Ads or Ads for Mobile Apps). keyword text without negative keywords
Device STRING Device type on which impression was made. Transferred value: desktop — desktop, mobile — mobile phone, tablet — tablet
Clicks INTEGER The number of clicks.
Cost FLOAT The cost of clicks.
Impressions INTEGER Number of impressions.
CriteriaType STRING The type of targeting criteria set by the advertiser:
KEYWORD — Keyword.
AUTOTARGETING — Autotargeting.
AUDIENCE_TARGET — Audience target.
DYNAMIC_TEXT_AD_TARGET — Audience target for dynamic ads or the filter for dynamic ads.
SMART_BANNER_FILTER — Filter for smart banners.
CampaignType STRING The type of campaign:
TEXT_CAMPAIGN
MOBILE_APP_CAMPAIGN
DYNAMIC_TEXT_CAMPAIGN
SMART_BANNER_CAMPAIGN
PhraseId STRING The phrase ID.
CampaignName STRING The campaign name.
UserParam1 STRING Special parameter. The value equal to the dynamic parameter {param1}
UserParam2 STRING Special parameter. The value equal to the dynamic parameter {param1}
MatchType STRING Keyword match type:
RELATED_KEYWORD — Impression for a related keyword.
SYNONYM — Impression for a keyword synonym.
NONE — All other cases.
CampaignId STRING The campaign ID.
AdId STRING The ad ID.
Slot STRING The ad display place:
PREMIUMBLOCK — Premium Placement.
OTHER — Other ad blocks.
AdNetworkType STRING The type of advertising place where the ad is shown:
SEARCH — In search results.
AD_NETWORK — On ad networks.
Age STRING The user's age group: one of the values AGE_0_17, AGE_18_24, AGE_25_34, AGE_35_44, AGE_45 or UNKNOWN.
CarrierType STRING The type of connection:
CELLULAR — Mobile connection.
STATIONARY — Wi-Fi or wired internet access.
UNKNOWN — The type couldn't be detected.
Date STRING The data statistics are provided for, in the format YYYY-MM-DD.
ExternalNetworkName STRING The name of the ad exchange (SSP).
Gender STRING The user's gender: GENDER_MALE, GENDER_FEMALE or UNKNOWN.
MobilePlatform STRING OS type: ANDROID, IOS, OTHER or UNKNOWN.
AvgClickPosition STRING Average position where the ad was clicked. Calculated using only clicks on the first page of Yandex search results. The top position is assigned the number 1.
AvgCpc STRING Average cost per click.
AvgImpressionPosition STRING Average display position of the ad. Calculated using only displays on the first page of Yandex search results. The top position is assigned the number 1.
AvgPageviews STRING The average session depth on the site, meaning the number of pages viewed (according to Yandex.Metrica data).
BounceRate STRING The percentage of bounces in the total number of sessions (according to Yandex.Metrica data).
Bounces STRING The number of bounces (according to Yandex.Metrica data).
ConversionRate STRING Conversions as a percent of the total number of sessions (according to Yandex.Metrica data).
Conversions STRING The number of conversions (according to Yandex.Metrica data).
CostPerConversion STRING The average cost of reaching a goal (according to Yandex.Metrica data): the ratio of the cost of clicks to the number of conversions.
Ctr STRING CTR as a percent.
GoalsRoi STRING The return on investment in advertising, up to two decimal places (according to Yandex.Metrica data).
Revenue STRING Revenue (according to Yandex.Metrica data).
Sessions STRING Number of sessions (according to Yandex.Metrica data). For mobile app ads, the number of clicks is shown as the number of visits.
utm RECORD utm-tags
utm.utm_content STRING The value of utm_content
utm.utm_campaign STRING The value of utm_campaign
utm.utm_medium STRING The value of utm_medium
utm.utm_term STRING The value of utm_term
utm.utm_source STRING The value of utm_source
Retargetings RECORD Retargeting lists
Retargetings.Id INTEGER ID of the retargeting list..
Retargetings.IsAvailable STRING YES — All the goals and segments in the retargeting list are available; NO — The retargeting list has a goal or segment that is unavailable, so ad displays and bid adjustments aren't possible for this retargeting list. A goal or segment becomes unavailable if it is deleted, or if the owner revokes access.
Retargetings.Name STRING Name of the retargeting list (maximum of 250 characters).
Retargetings.Scope STRING Scope of the retargeting list. See the section Scope.
DynamicTextAdTarget RECORD Targeting conditions for dynamic ads.
DynamicTextAdTarget.Id INTEGER ID of the targeting condition.
DynamicTextAdTarget.Bid FLOAT Bid in search results.
DynamicTextAdTarget.ContextBid FLOAT This parameter is reserved for future use.
DynamicTextAdTarget.StrategyPriority STRING The priority of the targeting condition: LOW, NORMAL or HIGH.
DynamicTextAdTarget.State STRING State of a targeting condition.
DynamicTextAdTarget.StatusClarification STRING Text explanation of the state..
DynamicTextAdTarget.ConditionType STRING Type of targeting condition.
RlAdjustmentId STRING ID of a retargeting list used for applying bid adjustments for website users.
ImpressionShare STRING The percentage of auctions won out of the total number of auctions that the ad materials participated in. Data is only available for smart banners.
CriterionId STRING The ID of the targeting criteria set by the advertiser:
For targeting a keyword or synonym – the keyword ID.
For targeting a related keyword – the ID of the keyword, or a dash if the keyword couldn't be determined.
For autotargeting – the autotargeting ID.
For targeting an audience target – the ID of the audience target.
For showing a dynamic ad – the ID of the audience target for dynamic ads, or the ID of the filter.
For showing smart banners – the ID of the filter.
AdGroupId STRING ID of the ad group.
Placement STRING Name of the site where the ad is being displayed.
LocationOfPresenceName STRING Name of the region where the user is located.
LocationOfPresenceId STRING ID of the region where the user is located.
Criterion STRING The name or text of the targeting criteria set by the advertiser:
For targeting a keyword or synonym – the keyword text.
For displays for a related keyword – the keyword text, or the value “automatically added phrase” if the keyword couldn't be determined.
For autotargeting – the “---autotargeting” value.
For targeting an audience target – the name of the retargeting list, or the name of a mobile app category.
For showing a dynamic ad – the name of the audience target for dynamic ads, or the name of the filter.
For showing smart banners – the name of the filter.
Href STRING ads url
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