Link markup for metrics yclid, utm is it necessary?

Question

contextual advertising

Created an advertising company in Ya.Direct.
Can someone clearly explain in what cases and why it is necessary to include "Link markup for the metric - yandex.ru/?yclid=123456 " or add "UTM" tags?

Answer 1

If the analytics system is Google Analytics, then utm is always.
If only Metrika, then yclid is enough.
Why - so analytics systems can understand from which system what quality the traffic comes from.

Answer 2

I recommend installing both Yandex.Metrika and Google Analytics at the same time.
Yandex.Metrica is needed for three reasons:
1. Easy integration with Yandex.Direct through this same yclid. And also automatic disabling of ads if the site stops working.
2. Retargeting in Yandex.Direct works only through Yandex.Metrica.
3. Webvisor, which simply does not have an analogue in Google Analytics.
Google Analytics - for everything else, as the main system for analyzing the effectiveness of the site and advertising campaigns. Here, for him, you just have to add UTM tags, since he won’t be able to pull anything out of Direct using yclid, Yandex will not give it. =)