Advertising campaign analytics is not a “pretty monthly report” — it is the system you use to decide whether to increase budget, pause a group, or fix the landing page. Without Metrica goals, UTM, and Direct linkage you see clicks and spend but not what pays back.

NUGU is a digital agency in Sochi. We configure analytics before traffic launch: Metrica goals, import to Direct, unified UTM. Ads without numbers are a lottery with your budget.

Analytics Levels

| Level | What you see | Enough for | | --- | --- | --- | | Basic | Clicks, spend, CPC in Direct | First days, impression checks | | Medium | Metrica goals, CR, CPL by campaign | Weekly decisions | | Advanced | UTM + CRM, leads → deals, LTV | Scale and unit economics |

Start at medium level. Advanced is needed when managers handle 50+ leads per month and lead quality matters.

Goals and Direct Import

Minimum goal set:

  • **Form submit** — main conversion for services.
  • **Phone/messenger click** — if calls are part of the funnel.
  • **Thank-you page view** — confirms successful lead.
  • **Depth** (optional) — 2+ pages or 60+ seconds to filter accidental visits.

After setup — import goals to Yandex Direct and choose “Conversion optimization” only when you have 30+ conversions per month. Details in Metrica and goals.

UTM Tagging: One Standard

Template for Direct:

``` utm_source=yandex utm_medium=cpc utm_campaign={campaign_id} utm_content={ad_id} utm_term={keyword} ```

Rules:

  • one case, no spaces in values;
  • do not mix manual tags with Direct autotags on one link;
  • verify UTM in Metrica reports before budget launch.

Without UTM you cannot separate search from YAN or test ads from production.

KPI by Business Type

**Local services (Sochi, one city):**

  • CPL within 15–25% of deal margin;
  • landing CR from 2–5%;
  • lead response within 15 minutes.

**B2B with long cycle:**

  • CPL + lead quality (CRM qualification);
  • share of leads with valid contact;
  • cost of qualified lead (CQL).

**Online store:**

  • ROAS from 300–500% depending on margin;
  • add to cart, checkout, payment — separate goals.

Compare KPI with Direct budget, not with “market average” from a random article.

Weekly Reports

  1. **Direct → search queries** — negative keywords, new keys.
  2. **Metrica → sources, UTM** — CPL by campaign.
  3. **Funnel** — click to lead, where drop-off happens.
  4. **Geo and devices** — mobile CR is often lower; fix landing, not only bids.
  5. **Week-over-week** — trend, not one day.

Monthly — reconcile CRM leads with Metrica: up to 10% gap is normal (blockers, cross-device).

Common Data Mistakes

  • **Double counting** — goal on button and thank-you page without deduplication.
  • **Goal on all clicks** — “1 page view” is not a lead.
  • **No mobile call goal** — half of conversions are “invisible”.
  • **CRM and Metrica time zones differ** — leads seem “late”.
  • **Decisions on one day** — do not compare Monday and Sunday.

Link to [Direct Setup](/en/articles/nastrojka-yandeks-direkt)

Analytics drives campaign structure:

  • groups with CPL above threshold — lower bids or pause;
  • queries with 50+ clicks and 0 leads — negative keyword or new landing;
  • ads with high CTR and low CR — offer mismatch with page.

“Optimize for conversions” autostrategies work only when goals are honest and data is sufficient.

GEO: Site Facts Strengthen Analytics

When the landing clearly states service, city, “from X ₽”, and timeline — CR rises and report gaps are easier to explain. AI search and clients see the same facts; ads must not promise something else. This overlaps with GEO optimization.

Cost

NUGU configures analytics as part of ad and site launch:

  • landing with goals — from 30,000 ₽;
  • Direct setup + Metrica — after brief;
  • audit of existing campaigns — on request.

Contacts, services, portfolio.

Analytics Checklist Before Scale

  • Metrica goals imported to Direct.
  • UTM on all ads.
  • Test lead visible in reports.
  • CPL calculated over 2+ weeks, not 2 days.
  • Manager records lead quality in CRM.
  • Acceptable CPL threshold from unit economics.

Advertising campaign analytics is not one-time setup. Update negatives, goals, and landings from data — not intuition.