If the number of clicks and payments "per day" differs between reports, first compare the time zones and the period boundaries. The same moment can belong to different calendar dates; this is not necessarily a lost purchase.
Define a single interval
For a daily report, write down the start inclusive and the end exclusive, for example: from 21 September 00:00 MSK to 22 September 00:00 MSK. In UTC this is from 20 September 21:00 to 21 September 21:00. Do not compare this interval with the calendar date 21 September UTC without conversion.
Yandex Metrica collects statistics in the time zone selected for the counter. The official documentation warns that changing the setting does not change the time of historical data. Therefore, switching the time zone "so the numbers match" may create a new comparison boundary rather than fix the old report.
Example of a discrepancy around midnight
Author's example: payment confirmation was received at 22:40 UTC on 20 September. In Moscow time this is already 01:40 September 21. If the publication log is kept in MSK and the payment export is in UTC, one transaction will fall on adjacent dates. After the time is aligned, it should be counted once.
Besides the time zone, check the meaning of the time: order creation, the transition to the provider, and money confirmation are different events. For revenue, you cannot substitute the time the form was opened for the confirmation. A delayed notification also requires a chosen accounting rule that is kept consistent from report to report.
What to record next to the numbers
Specify the data source, time zone, event type, period boundaries, and export time. Keep the original timestamps with the time zone; use the converted value as a separate field. If the source provides time without a time zone, find out the setting rather than adding three hours on an assumption.
After aligning the period, compare unique transactions and analytics coverage. Visits without consent to measurement and unknown sources should not be distributed across line items for a prettier report. A corrected calendar slice does not prove that a specific post caused a sale.
Diagram: 1 — the original time with the time zone, 2 — the single comparison interval, 3 — one confirmed transaction on the correct day.
Sources
Metrica: counter time zone. Verified on 20 September 2026. The examples, workflow, and diagram were prepared by the editorial team; the conditional numbers are not client data.
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