UTM tags for Yandex Direct: the tags and Direct dynamic parameters are already filled in — paste the address, check it and copy the link. Below is what each parameter becomes and the template Direct itself recommends.
The link is built in your browser and sent nowhere
the ad platform replaces the braces on every click
ParameterWhat it becomesExample
{campaign_id}campaign ID91240518
{campaign_name_lat}campaign name in Latin lettersblack_friday
{campaign_name}campaign name—
{ad_id}ad ID15993321476
{gbid}ad group ID5398210744
{keyword}keyword without negative keywords—
{source}placement: site domain in networks, none on searchnone · travel.ru
{source_type}placement typesearch · context
{position_type}search block typepremium · dynamic_places · other · none
{position}position in the block, 0 in networks1
{device_type}device typedesktop · mobile · tablet
{region_name}region name—
{region_id}region ID—
{match_type}match type: autotargeting or semantic matchrm · syn
{matched_keyword}matched phrase—
{phrase_id}keyword ID—
{retargeting_id}retargeting condition ID—
{campaign_type}campaign typetype1
{creative_id}creative ID—
03
Frequently asked questions
Direct help recommends utm_source={source}&utm_medium=cpc&utm_campaign={campaign_id}&utm_content={position_type}.{position}&utm_term={keyword}. The report then shows the placement, campaign ID, block type with position and the keyword. The “Apply” button in the template card above fills the fields, and you can swap utm_campaign for a readable promotion name if campaign IDs mean nothing to you.
Yes, they don't interfere. yclid is a click ID that lets Yandex Metrica tie a visit to an ad inside Yandex. UTM tags are visible to any analytics, CRM or end-to-end analytics that know nothing about yclid, and they survive when the link is forwarded. Keep both: Direct adds yclid itself, and you set the tags in the link.
In the ad's link — then every ad has its own tags — or in the “URL parameters” field of the campaign settings, which adds the tags to every link in the campaign at once. The second way suits a template with dynamic parameters such as {campaign_id}, {ad_id} and {keyword}: Direct fills in the values and the ad links stay clean.
The keyword without negative keywords, percent-encoded in the address: a Russian phrase turns into %D0%BA%D1%83…. Yandex Metrica decodes it and shows it in plain Russian, so you neither need nor should transliterate {keyword} — it is a substitution, not text. The builder's Cyrillic check ignores tokens and looks only at what you typed yourself.
On Yandex search there is no external placement, so Direct substitutes none. In the ad network you get the domain of the site that showed the ad, such as travel.ru, which tells you which placements bring visitors. Together with {source_type} (search or context) this separates search from networks without a campaign for each.
In the “Sources → UTM tags” report, grouped by utm_source, utm_medium, utm_campaign, utm_content and utm_term. Campaign IDs from {campaign_id} are easy to match against the Direct account. If one source shows up twice — Yandex and yandex — check the case of your tags: the builder lowercases values for you.