The main difference between statistics and data provided in Yandex.Direct and Yandex.Metrika is the principle of accounting.
In Yandex.Direct, the main goal is to take into account the number of clicks that the advertiser paid, whereas Metrika’s core functionality is to record visits (and user interactions) when they are on the site, meaning all visits are taken into account, including:
- If the visit was interrupted by a long period of inaction and, after resuming work, is recorded as a new visit
- If the visit was made by a robot (if not filtered out)
- If there was a click/site interaction