The most important performance indicator is LVT, CTR, clicks, impressions, etc

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However, the only indicators of the success of an advertising campaign are whether you have calls and applications or not. It is worth delving into analytics and goals when advertising has been running for a week, and you have not had a single call.
Branched and detailed analytics are required for large and multi-level campaigns. If your monthly budget does not exceed 50,000 rubles, then Yandex.Metrica will be enough.
It is important to understand the exact purpose for which you are going to Yandex.Direct. If you want to collect calls and applications, you need search and YAN. If you want more people to know about your company, without being tied to a specific promotion, place display advertising.
Carefully select queries and be sure to exclude unprofitable negative words, as they can eat up your budget in large spoons.
Few agencies are interested in deliberately inflating your advertising budget, as this money goes directly to Yandex. Large advertising companies can still receive a percentage of these budgets, but a certain turnover is required.
Not all companies need detailed analytics: a small advertising budget does not need complex analytics.
Disadvantages of advertising in Yandex.Direct

- "Overheated" auction. About 5-6 years ago, advertising in search was practically heaven: low competition and low rates with a growing audience. However, times have changed rapidly and now throwing 10,000 rubles into the budget with the desire to get clients for plastic windows is something out of science fiction.
Unfortunately, there are areas in which advertising is turkey mobile database no longer profitable - why would you get clients for 1,500 rubles for a service that costs 1,000 rubles?
- Advertising is shown not only for the key request, but also for a synonym. Unfortunately, this cannot be avoided. All that remains is to constantly monitor and supplement the list of negative words.
- GEO targeting does not always work correctly. You specify one area of ​​Moscow, but the ad is still shown to those who are on the other side of the city. Perhaps he was in the right area a few hours / days ago, so the algorithm caught him.
But Yandex.Direct still has a number of undeniable advantages:

- The payment model is only for conversions - we pay only for the execution of the target action we need. For example: you need to receive calls or orders and pay no more than 500 rubles for one action. The system works in such a way that payment is debited only when a call or order is made. If your ad was clicked, but no order was made, then the money remains with you.
- Internal free call tracking for small businesses. If the service is clear and the choice is not stretched out in time, then you can contact immediately from the advertisement. Such a service will give an answer whether your advertising works or not.
- Well-trained algorithms. If your service is popular and the goals are correctly marked on the site, then the system will bring target visitors. It can be noted that contextual advertising in Yandex, both setup and support, is increasingly moving towards automatic setup. Human significance in the settings is decreasing. The agency / specialist needs to help the algorithms bring the right traffic.
Yandex.Direct is undoubtedly a useful advertising tool that allows you to quickly and relatively inexpensively receive applications from the Internet. It is important to choose your form of advertising and the right agency that you can trust.