How to use order data in Yandex Metrica reports

Since order statuses are linked to goal conversions of your tag, you can handle such goals just like any other goals in Yandex Metrica.

Conditions:

1. Statuses must be linked to goals: each order status reflects a specific processing stage and relates to the goals you want to track.

2. Orders must be created or assigned a status: before analyzing data and tracking conversions, ensure that all orders are properly recorded in the system and have the appropriate status.

Before getting started, see the instructions.

To learn how to link an order to a session, see here.

Examples

Source reports

You can see which sources and campaigns are driving the most conversions, for example:

• CRM: Order paid
• Qualified lead (your custom status)
• Contract signed, and more.

Segments

You can create segments, for example:

• Users who completed the CRM: Order paid goal
• Sessions with the Spam/fraud status
• Customers who had at least one order with the Qualified lead status.

How to use order data in Yandex Direct

Since order statuses are linked to goals, you can use these goals in Yandex Direct. For example, you can:

• Choose order-based goals (like CRM: Order paid or your custom Contract signed goal) as the optimization target for your strategies.

• Build segments in Yandex Metrica based on statuses and:

  • Exclude these segments from ad impressions.
  • Apply bid adjustments.
  • Build look-alike audiences based on them to either avoid or target similar users
    (for example, users similar to those marked as Spam or similar to customers who signed a contract).

This way, your promotion activities will start focusing on not just on-site events, but also actions that are truly valuable to your business — paid orders and qualified leads.

If there are no orders yet, start with unsorted sessions. For more information, see Handling unsorted sessions.

Features and limitations

• The Order management section only shows sessions from the last 21 days for processing.
• The Unsorted sessions tab does not display sessions that already have orders linked to them or were used to create orders.
• The number of sessions and orders displayed in the tables is limited. If the data volume is too large, the system will prompt you to narrow the date range.
• To display calls and chats, you need to have call tracking or a chat integration enabled.
• To display e-commerce purchases made on your site, you need to set up e-commerce data exchange.
• To display contact details, you must enable masked phone and email address collection in the tag settings or in the session card.
• Orders and customers created via the API or file uploads are also displayed in this section, and you can edit them in the interface.
• This section can be used by anyone with permissions not lower than Edit.

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