Platform symbol limits

Why does the regular character counter lie?

Take a line with one emoji and run it through any counter on the Internet. Half will show 1, half 2. Both options are right in their own way: they think different things.

In JavaScript string.length returns not characters, but code ones UTF-16 units. Here are the measurements I took in the browser:

One family emoji weighs eleven units where a person sees one symbol. Practical consequence: if the field contains the attribute maxlength, it counts the same as length, — and “eat” your text ten characters earlier than you expected.

That's why there are three counters, not one. Comparison with site limits is underway in terms of graphemes, this is closest to what the sites themselves consider.

Limits with links to the source

This includes only what I opened in the official documentation and read verbatim. Each line has a link and reconciliation date.

Important disclaimer regarding Direct

Direct's limits are higher for text and image ads. On the same help page there is a note: from June 30, they are available only for editing and are updated to combinatorial ones.

For combinatorial advertisements, the help publishes only counters: up to seven headings and three text options in one advertisement, up to three non-archived advertisements in a group (up to ten, including archived ones). There are no field length limits for them in the help, so I don’t include them here.

Source: yandex.ru/support/direct/ru/unified-performance-campaign/upgrade-to-comb, verified 06.09.2026

What's not here and why

This is not a flaw, but a position: an empty line is more honest than an incorrect one. Incorrect the limit is worth a rejected ad or card, and find the reason later difficult - the platform usually does not write which field was not passed.

• VK Advertising and VKontakte. Site documentation from my network does not open. Numbers from blogs differ from each other, and an incorrect limit here costs an ad being rejected.
• Wildberries, Ozon, Avito. Help returns 429, redirect loop and 498 respectively. Not a single limit has been confirmed by the primary source.
• Yandex Zen. I haven’t checked the official limits yet. I'll add it when I open the documentation and write down the date.

What to do if the text doesn’t fit

Cut not according to words, but according to meaning. The most common way to meet 56 characters of the title - throw out everything from it that a person will already understand from context of the site: category name, the word “buy”, city, if it specified by targeting. The second most common is to move the clarification from the title into an additional header, which has its own limit.

Separately, keep an eye on the limit for one word: Direct has 22–23 characters depending on the field. It catches long brand names and compound terms, and the entire ad is rejected, even when the overall length is normal.

Frequently asked questions

Further down the chain: place a link in the ad - UTM generator, break down the budget through channels - planner, and ready-made forms for campaigns are in templates.