What the Yandex Direct report wizard does, and why it matters here
The report wizard in Yandex Direct is a builder for custom statistics. You set a period, a level of detail (days, weeks, months or the whole range), breakdowns, columns and filters, choose which analytics goals count as conversions, and save the result as a template. Interface labels change over time, so check the current version of the account.
Not every business in Uzbekistan advertises in Yandex Direct; many run on Google Ads and Meta. The reason to understand the wizard anyway is that it shows what a good report looks like. If you receive reports from an agency, you can judge whether they answer the right questions.
Metrics to put in every report
Clicks alone tell you very little. A click does not mean a lead, and two equally priced clicks can bring completely different results. Make sure conversions reflect something that matters: a phone call, a form submission, a tap into your Telegram bot, a payment through Click or Payme.
A solid base set of columns:
- impressions, clicks and click-through rate
- cost and average cost per click
- conversions for your main goal
- cost per conversion
- conversion rate from click to goal
- revenue, if you pass order value back
Google Ads reports and the breakdowns worth opening
The same columns answer different questions depending on the breakdown. These are the ones that most often lead to a decision:
- Search terms: the real phrases people typed. Irrelevant ones become negative keywords; good ones become keywords of their own.
- Placements: sites and apps on the display network. Those with real spend and no conversions are candidates for exclusion.
- Devices: if phone conversion is clearly weaker, open your site on a smartphone and check the form, speed and payment step.
- Locations: confirms whether leads come from Tashkent, Samarkand or Fergana, and exposes impressions outside the area you serve.
- Time of day and day of week: useful, but collect enough data before restricting the schedule.
- Ads and assets: which headlines and images carry the results.
- Audience segments such as age and gender: a basis for bid adjustments.
A weekly and monthly routine
Once a week, open search terms, placements and campaign-level conversions. Once a month, review devices, locations, audiences and week-by-week trends. After any significant change, compare the period before with the period after.
Compare periods of equal length and keep the calendar in mind. Navruz, religious holidays and sales seasons shift demand regardless of your ads. If your marketplace listings on Uzum or OLX jump in the same week, the cause may not be the campaign.
Mistakes that distort conclusions
The biggest source of needless changes is a small sample. A placement with a handful of clicks is too early to block, and an ad group with two conversions is too early to praise. Let data accumulate first.
Two more traps. Attribution: different models credit the same campaign differently, so choose one that fits how your customers buy and keep it fixed when comparing periods. And mixing search with display results: they behave differently and deserve separate verdicts.
Turning a report into decisions
Agree on the rule for each report in advance. For example: a placement with noticeable spend and no conversions over a month is excluded; a search term unrelated to your service becomes a negative keyword; an ad group whose cost per conversion exceeds your limit gets a lower bid or new ads.
Export the table and match it against actual orders, whether they sit in a CRM or in a manager's Telegram chat. A goal in analytics and a paid order are not the same thing. Write down every decision with a short note, so next month you can check what it changed.
Getting the setup right from the start
Good reports depend on good tracking: clear goals, correct conversion counting and a sensible account structure. This is the part markdev handles when setting up Google Ads for businesses in Uzbekistan, together with reporting you can read without a specialist.
If you would like to discuss your account or plan a launch, send us a short description of your business and goals, and we will suggest which breakdowns to track first.
FAQ
What is the Yandex Direct report wizard?
It is a statistics builder in Yandex Direct where you choose the period, breakdowns, columns and filters, then save the report as a template. Google Ads offers a comparable approach with its own reports and segments.
How often should I review ad reports?
Weekly for search terms, placements and campaign conversions; monthly for devices, locations and audiences. Also compare before and after every major change.
Why not judge campaigns by clicks alone?
Clicks do not show whether you received a lead or a sale. Without conversion goals it is easy to keep expensive traffic sources that bring nothing.
Can I make decisions after only a few days of data?
Usually not. Small samples are noisy, so wait until a placement, term or ad group has enough clicks and conversions before changing it.
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