How to check the phone and email on a lead
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An email field in the browser checks the shape of the address, and a phone field does not. Neither proves that the mailbox exists or that the number belongs to the person who sent the lead. Yandex Direct's help also places two different conclusions about a "bad contact" side by side, and you cannot draw the line between them until the help itself does.
It is worth checking the contact before the lead is fed into optimization. Click fraud and invalid clicks decide spend on a click. A contact on a form is a separate check, and a click that was counted does not replace it.
What the browser can check
MDN writes that an input type="email" field checks the shape: an empty string, or an address of the form name@domain. That does not mean the mailbox exists, belongs to this person, or is acceptable to the site. A user can change the HTML locally, so a decision that security depends on is made on the server. A browser format check is not that boundary by itself. There is no need to copy the regular expression from the MDN page into a filter: it is about the shape of the string, not about the mailbox existing.
An input type="tel" field, unlike email and url, does not check the number against one format before submit: phone formats around the world differ too much. The field exists so a mobile browser can show a keypad for a number. The pattern attribute can set your own template, and it depends on the country. MDN warns outright that an HTML check does not replace a server check: the page can be changed locally, or the data can be sent past the form. This browser help does not set the length of a Russian number.
What to do after the format check
OWASP's guidance on account creation separates confirming an email from a "you are registered" message. The mailbox needs to be confirmed before the account becomes active, not merely sent a message. For a phone it suggests looking at the carrier line type: VoIP numbers are numerous and cheap — that assessment is given on the page without a year or a sample, so it should not be turned into a threshold. Disposable email domains are to be checked against a list. A threshold for "how many signups from one address" is not part of that guidance. This is not Direct's rule about a wrong phone.
A phone and an email on a lead are information about a person who can be identified from them. Article 3 of the Russian personal-data law (152-FZ) calls personal data any information that relates to a directly or indirectly identified or identifiable person. The operator is whoever organizes or carries out the processing and defines its purposes and composition. Processing is any action on that data, automated or not: collection, recording, storage, updating, use, transfer, de-identification, blocking, deletion, destruction. This article of the law does not list which visit fields are already personal data. Checking a contact is processing, and its purpose should be named before the number goes into someone else's list.
Two Direct conclusions you should not merge
In the section on filtering after a visit, Direct's help says that a lead with incorrect data, for example a phone number that does not exist, counts as invalid traffic. Lower on the same help, a phone or email the client entered incorrectly does not count as invalid traffic. The help does not explain how "a number that does not exist" differs from "a phone the client entered wrong." Until that line is drawn, do not merge them in a report and do not write off budget from one of the wordings. Click fraud and sklikivanie do not clarify the pair. Who clicks ads and why does not define the difference between an empty number and a typo either. Whether Yandex refunds click fraud does not depend on checking a mailbox.
A tap on a number is not yet a conversation
In Metrica's list of goal types, "Click on a phone number" and "Calls" are separate. The first watches a press on a number on the site. The second watches call categories passed into Metrica. "Form submission" is a separate type next to them. Conversion on that page is the ratio of goal visits to all visits. In one goal visit the same goal can be reached several times. A tap on a number is not a conversation, and several reaches in one visit are not several people.
Order for checking a lead
Treat the browser's email check as a check of string shape. It does not prove the mailbox exists. A decision about access is made on the server.
Do not expect the phone field to check a format. A
pattern, if you need one, depends on the country, and a server check stays mandatory.Confirm the email before the account becomes active. A "you are registered" message is not confirmation by itself. Check disposable domains against a list.
For a phone, look at the line type, not only the digit count. Do not turn "VoIP is cheap" into a threshold: it has no year and no sample.
Do not class the lead as Direct invalid traffic from one sentence about a bad contact. One help page states two different conclusions, and the line between them cannot be drawn.
Do not count a tap on a number as a call, or a repeated goal in one visit as several people.