Yandex Promo Pages report for your clients

Yandex Promo Pages report for clients

Promo Pages is Yandex’s format for promoting brand articles and videos, which readers see in a feed with a cover image. Clients treat it as content advertising and want the same reporting they get for search ads: what was spent, who read it, who reached the site. The Promo Pages dashboard has these figures, but agency clients rarely want to explore it themselves, and matching it with Direct and Metrica is manual work.

Reportkey pulls statistics through the official Promo Pages API and builds a recurring report section from them. Publications appear next to search ads and site analytics, and the finished document goes to the client as a link or PDF on a schedule. The PPC agency demo report shows what an ad report looks like.

Which publications get full reads

Metrics come from Promo Pages API reports and are shown as tables and charts for the selected period, compared with the previous period:

• Spend: the promotion budget, excluding VAT.
• Impressions: how often a publication cover appeared in the feed.
• Reach: how many people saw the material at least once.
• Full reads and read-through rate: how many readers reached the end, the clearest signal of content quality.
• CTR: cover clicks divided by feed impressions, showing whether the headline and image work.
• Clickouts and cost per clickout: how many readers went on to the client’s site and what each one cost.

Statistics can be broken down by campaign, publication and cover, with dates in Moscow time as in the API.

Cost per clickout

For performance goals, a clickout matters more than reach. Cost per clickout is the price of a visitor who arrives already warmed up by the article. Comparing it across publications separates two problems: a high cover CTR with an expensive clickout points to the text, a low CTR to the cover design. What visitors did next is covered by site visits and goals after the article click in Yandex Metrica in the same report.

Campaigns and publications in one table

The main value of the block is comparison. The dashboard lists campaign and publication stats, but picking the best topic or headline is hard without a summary table. In the report, publications sit next to campaigns: which ones are read more, which drive cheaper clickouts, which covers have higher CTR. Change arrows against the previous period show which piece has run its course.

Connecting through the official Promo Pages API

1. In the Reportkey integrations section, sign in with a Yandex account that has access to the client’s Promo Pages dashboard.
2. Grant access to the Promo Pages API, which Yandex issues as a separate OAuth permission.
3. In the project settings, choose the publisher and campaigns for the report.
4. Add Promo Pages blocks to the report and set the delivery schedule.

The API prepares statistics asynchronously, so reports with many publications take a little longer to build. If access to the Yandex account is revoked, the connection is marked for re-authorisation; reconnect it on the integrations page and the project’s campaign selection stays in place.

Promo Pages in Looker Studio or BI vs a client report

The alternatives are the dashboard itself or a third-party connector such as mybi connect that loads data into a warehouse for a Looker Studio or BI dashboard you maintain. Reportkey produces a finished client document instead: publications next to search ads and site analytics, AI insights per section and white-label branding (not on every plan).

Next to Yandex Direct and Metrica

Content promotion rarely runs alone. Combine Promo Pages with Yandex search ads, VK Ads and organic posts from a VK community in one report. Other sources are listed under advertising in client reports. Try it free for 14 days; plans are on the pricing page.