Summary and verdict
- five answers with numbers: how much was lost, where the headroom is, what pays off;
- the account score by check groups;
- what to do first.
Ad analysis · Yandex Direct
Yandex Direct audit: where the budget goes
A review of your ad account over the last 90 days: which search queries, placements, regions and hours spend money without leads, where a lead costs less than your target, and what to change first. A PDF report by email; the report itself is in Russian.
800 ₽
// read-only access to your account — we cannot change campaigns or bids
Why it matters
Direct spends money where there are no leads, too
The ad account shows spend and clicks but not the main thing — where the budget is wasted. Money usually leaks in the same places:
- search queries that bring no leads at all;
- ad network placements without a single conversion;
- regions, devices and hours where a lead costs more than the target;
- automated strategies learning from an intermediate goal instead of the lead.
The report finds these places in your data and counts how much money sits in each.
You get
What the audit shows
- how much of the budget goes without leads, and on what exactly;
- where a lead costs less than the target and where to move the budget;
- which campaigns pay off and which do not;
- what is not set up in campaigns and ads;
- how the traffic behaves on your site, if a Metrica counter is connected;
- a step-by-step work plan: what to do, what effect to expect and how to check it.
Report contents
What is inside the PDF
Where the budget goes
- search queries that spent budget without leads;
- ad network placements without a single lead;
- spend outside the service region;
- expensive autotargeting and the long tail of queries.
Where there is headroom
- regions, devices and hours where a lead costs less than the target;
- campaigns that are short of budget;
- network placements that bring leads.
Settings and ads
- strategies, ad schedule and bid adjustments;
- ad extensions and empty headlines;
- campaign types and their returns.
Metrica and traffic quality
- bounce rate and page depth by campaign;
- Metrica goals: which ones train the strategies;
- hours of the day when leads are cheaper.
Work plan and tables
- a step-by-step plan: what to do, the effect and how to check it;
- all campaigns, queries and placements without leads;
- the account's ads.
How it works
How to order the audit
The order is placed in your personal account: the report cannot be built without access to your ad account, and access is granted only after signing in.
1
Sign up
Or sign in to your personal account if you already have one. No project is needed.
2
Connect Direct
With the «Connect Yandex» button: Yandex asks for permission to read Direct statistics and Metrica counters.
3
Pick the account
The Direct login, a Metrica counter and, if you know it, the target cost per lead. Everything except the login is optional.
4
Pay
The report is built automatically and arrives by email, usually within an hour.
The period is always the same — the last 90 full days, with monthly dynamics and a comparison with the previous 90 days.
Format and price
Format, price and timing
Format: A PDF report by email and in your personal account, in Russian
Price: 800 ₽, one-off payment, no subscription
Timing: Usually within an hour after payment
How to order: In your personal account: connect your Direct account, pick it and pay
Access
What we see in your account
- Read-only: statistics of campaigns, queries, placements and ads, and Metrica counters.
- We cannot change campaigns, bids or budgets — Yandex does not grant such rights.
- Access is switched off with one button in your personal account or in the Yandex ID settings.
- The export spends API points of your Direct account — usually well below the daily limit.
Questions
Frequently asked questions
Can you change anything in my campaigns?
No. Yandex grants us read-only access to Direct statistics and Metrica counters. Changes from the report's plan are made by you or your specialist.
What if an agency runs the account?
Connect a login that has access to the client's account — representative access, for example. If you do not have such a login, ask the agency to grant one.
Why connect a Metrica counter?
Direct reports contain neither on-site behaviour nor goal completions. With a counter the report shows traffic quality by campaign and which goals train the automated strategies. Without it these sections are left out.
What period is analysed?
The last 90 full days, with monthly dynamics and a comparison with the previous 90 days.
What if I do not know my target cost per lead?
Leave the field empty. The report then uses the median cost per lead across your campaigns and says so on the title page.
Order
Order a Yandex Direct audit
It takes a couple of minutes: sign in to your personal account, connect Direct, pick the account and pay.
- Signing up is free, and no project is needed.
- If an agency runs the account, sign in with a login that has representative access.
- The Metrica counter is optional, but without it the report leaves out traffic quality and the goals breakdown.