What parameters in the Yandex.Direct ad links does OWOX BI support?

Supported parameters

Name Description Values
{ad_id} ID of ad Number
{banner_id} ID of banner ad Number
{addphrases} Whether the impression was initiated by related keywords yes — ad impression according to related keyword

no — ad impression according to one of the source keywords
{campaign_name} Ad campaign name Text up to 60 characters 
{campaign_name_lat} Transliterated campaign name.   Latin text, up to 60 characters.
Note: This parameter will be processed only if the campaign name in the Yandex.Direct account contains Latin text, numbers and/or special symbols. If it contains any other text (for example, Cyrillic), the parameter won't be processed. 
{campaign_type} Campaign type type1 — Text & Image ads

type2 — Ads for Mobile Apps

type3 — Dynamic ads

type4 — Smart banners 
{campaign_id} Ad campaign ID Number
{device_type} Device type on which impression was made desktop / mobile / tablet
{gbid} Group ID Number
{keyword} The keyword for which the ad was displayed (Text & Image Ads or Ads for Mobile Apps) keyword text without negative keywords
{phrase_id} The ID of the keyword for the Text & Image Ads or Ads for Mobile Apps Number
{retargeting_id} Audience target ID that links an ad group with a retargeting list or mobile app interests.
Supported only if an ad contains AUDIENCE_TARGET or KEYWORD as a CriteriaType.
{coef_goal_context_id} Bid adjustment ID for the retargeting list Number
{match_type} Type of match between impression criteria and search query

rm — autotargeting

syn — synonym

rkw — related keyword


Dynamic text ad target

Supported only if an ad contains the next CriteriaTypes:

  • for Yandex.Direct → Google Analytics, DYNAMIC_TEXT_AD_TARGET or KEYWORD;
  • for Yandex.Direct → Google  BigQuery,  DYNAMIC_TEXT_AD_TARGET, KEYWORD, or AUTOTARGETING.
Name of a dynamic text ad target
{adtarget_id} Идентификатор условия нацеливания динамического объявления  Number
{position_type} Ad block type if the ad appeared on a Yandex search results page premium — premium placement

other — block to the right or at the bottom

none — ad was displayed in the ad networks (YAN or ad exchanges)
{source} Placement

Ad network publisher domain (for example, travel.ru) for impressions in ad networks (YAN or ad exchanges)

none — for impressions on Yandex search


According to Yandex.Direct documentation, the {source} parameter can be assigned either publisher domain or none value for the impressions in the Yandex ad network (YAN). Yet, Yandex API doesn’t allow stating definitively what value is used for {source} when a user clicks on a digital ad. This limitation may lead to UTM tags difference in your ad service and GBQ, and as a result, to data discrepancies in the session cost calculation


For Yandex.Direct → Google Analytics pipelines, the {source} parameter on Yandex search is supported in the restricted mode.

{source_type} Ad network type search — search site

context — ad network site
{region_name} Name of the region where the ad has been displayed Name of the region
{region_id} ID of the region where the ad has been displayed Number
{param1} Custom parameter 1   
{param2} Custom parameter 2   

Unsupported parameters

Name Description Values
{addphrasestext} The text of related keyword keyword text — when serving ads for the related keyword

none if this impression was not triggered by a related keyword
{creative_id} Creative ID from the Ad Builder Number
{interest_id} ID of a mobile app interest Number 
{matched_keyword} Matched keyword (use with {match_type} Text of a selected keyword, synonym or related keyword
{position} Exact position of an ad within a block. Passes only the position number, which doesn't define the block type where the ad is displayed position number in a block (for example 1)


If you use some of those unsupported parameters in UTM-tags you’ll see the parameter names instead of their values, for example: {source} instead of go.mail.ru.

In order to keep matching visits and ad expenses in the Cost Analysis report, move the unsupported parameters from UTM-tags to additional custom GET-parameters and collect them to custom dimensions in Google Analytics:

  • Cost data will be available only for UTM-tags values.
  • Session data will be available for unsupported parameters (through custom dimensions) and UTM-tags values.

The {keyword}, {phrase_id} and {retargeting_id} parameters are being supported partially. With all three in one link, the dynamic values of some of these parameters won't be collected. In this case, we recommend removing the least important of these parameters from the links. This will ensure you get all dynamic values correctly.

ImportantIt is highly recommended to keep the UTM tags and ad campaign configurations as they are initially created because of the following reasons:
- OWOX BI attributes ad costs to user sessions following UTM tags;
- OWOX BI uses selected ad campaign configurations to parse the dynamic UTM parameters. For instance, the service uses the current value of an ad campaign from your ad campaign configurations to determine {campaign_name}.
Changes made to UTM tags and ad campaign configurations might lead to data discrepancies during the session cost calculation.
Please refer to an example below:
An advertiser assigns the name Campaign123 to an ad campaign and sets up the dynamic parameter utm_campaign={campaign_name} for an advertisement.
On 01.01.2021, a user clicks on this advertisement. The analytics services (Google Analytics, OWOX BI hit streaming) record this click and place the current ad campaign name Campaign123 into the resulting URL link instead of {campaign_name}.
On 05.01.2021, the advertiser changes the ad campaign name to Campaign777. And the next day, the advertiser set up a pipeline in OWOX BI to import costa data starting from 01.01.2021. 
The service will take the value Campaign777, which is relevant at the time of the import, and place it into the resulting URL link for all costs imported from 01.01.2021. The ad campaign name Campaign123 can be used because it no longer exists in ad campaign configurations. As a result, the imported costs won’t be attributed to the corresponding user session.
This scenario is also valid for data actualization in the active OWOX BI pipeline. If you change the ad campaign name in your ad account during the actualization period, then OWOX BI will fully override the data.

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