UTM tags for Yandex Direct
Ready-made markup for search and YAN with dynamic parameters, verified with the official Direct certificate.
Why do Direct have dynamic parameters?
Without them, each ad would have to have its own link: a hundred ads - a hundred links, and any edit to the campaign breaks the markup. A dynamic parameter is a macro in curly braces that Direct inserts itself at the moment of clicking.
Practical minimum: campaign_name_lat in the campaign, ad_id in the content and keyword in the term. This is enough to see in the report which campaign, which ad and which phrase led the person.
Search and networks are marked differently
A keyword is useful for searching - it will show the phrase for which the ad was triggered. There is no phrase in networks, but there is a platform: source will show the specific site or application where the impression was launched. These are different questions for the report, which is why there are two presets.
utm_medium should also be separated: cpc for search and cpm for networks. Otherwise, in the report they will merge into one line, and you will not separate warm demand from cold coverage.
About curly braces
The macro should go into the link exactly as it is. If it arrives in percentage encoding, Direct will not substitute it, and the report will contain the literal text of the macro instead of the phrase. The tool on this page saves the brackets.
Full version of the tool
This page is a preset for one site. All eight presets, reference book dynamic parameters of Direct and analysis of four errors that break report - in general UTM tag generator.