How to analyze YAN
Posted: Wed Sep 24, 2025 2:59 pm
Today, we'll take a detailed look at advertising campaigns in YAN (Yandex Advertising Network) and determine how to analyze them effectively.
Experience shows that YAN advertising campaigns receive little time and attention compared to search advertising. Consequently, YAN campaign analysis is limited to overall spending and conversion rates.
Many inexperienced advertisers quickly become disillusioned with YAN and abandon it after just the first week of testing. One of the reasons for these negative results is simply a lack of understanding of how to analyze this type of advertising campaign. So, let's look at some options for properly analyzing YAN.
Let's start with the simple. Let's look at the points you should pay attention to, without resorting to Yandex.Metrica.
The simplest is the general statistics of the advertising campaign, where we look at the number of clicks, costs, number of conversions, conversion rate, and conversion cost:
Conversion data
At this stage, many people stop, deciding whether to continue advertising or not to use this tool at all in the future.
But we don't stop there and move on to the namibia cell phone database next Yandex.Direct report. Specifically, we'll look at the sites where our ads are displayed:
What can we learn from this report's data? It identifies underperforming sites and disables them so we can focus on the sites that are most valuable to us.
Subscribe to the FireSEO Telegram channel and stay up-to-date with new articles and posts on Telegram.
Here, it's worth mentioning a few words about CTR. Unlike search ads, CTR for impressions in YAN will always be significantly lower. But this shouldn't be a concern.
But if the CTR for any site is less than 0.05%-0.1% and the number of conversions there is insignificant or non-existent, then it is worth considering whether it is worth showing up on this site at all.
Now, for a more detailed analysis, we move on to Yandex.Metrica.
Experience shows that YAN advertising campaigns receive little time and attention compared to search advertising. Consequently, YAN campaign analysis is limited to overall spending and conversion rates.
Many inexperienced advertisers quickly become disillusioned with YAN and abandon it after just the first week of testing. One of the reasons for these negative results is simply a lack of understanding of how to analyze this type of advertising campaign. So, let's look at some options for properly analyzing YAN.
Let's start with the simple. Let's look at the points you should pay attention to, without resorting to Yandex.Metrica.
The simplest is the general statistics of the advertising campaign, where we look at the number of clicks, costs, number of conversions, conversion rate, and conversion cost:
Conversion data
At this stage, many people stop, deciding whether to continue advertising or not to use this tool at all in the future.
But we don't stop there and move on to the namibia cell phone database next Yandex.Direct report. Specifically, we'll look at the sites where our ads are displayed:
What can we learn from this report's data? It identifies underperforming sites and disables them so we can focus on the sites that are most valuable to us.
Subscribe to the FireSEO Telegram channel and stay up-to-date with new articles and posts on Telegram.
Here, it's worth mentioning a few words about CTR. Unlike search ads, CTR for impressions in YAN will always be significantly lower. But this shouldn't be a concern.
But if the CTR for any site is less than 0.05%-0.1% and the number of conversions there is insignificant or non-existent, then it is worth considering whether it is worth showing up on this site at all.
Now, for a more detailed analysis, we move on to Yandex.Metrica.