Yandex Updates Ad Analytics Tool Ahead of Wider Rollout
Yandex has unveiled an updated version of Master otchetov (Report Builder analytics service) for advertisers using Direct, with the platform set to become the primary analytics tool in Direct Pro in summer 2026.
The biggest addition is expanded regional analytics. Advertisers can now break down campaign statistics by country, district, region, and city, both by ad-targeting region and by the user’s actual location. Yandex also added a preconfigured regional reporting template with built-in metrics, reducing the need for manual setup.
The update also expands keyword management tools. Previously, advertisers could only add negative keywords from the “Search Queries” report. They can now add new keyword phrases directly from the same interface. Yandex also redesigned data visualization options, adding stacked charts and normalized percentage-based diagrams alongside standard bar and line graphs. An automatic color-formatting mode now highlights performance trends for easier comparison of metrics. Time-period granularity settings have been moved into separate grouping controls, while the “Share” button now copies report links in a single click.
The previous interface will remain available, and its existing regional grouping features have been preserved.
