Target Yandex.Direct ads at high-quality calls

August 6, 2021

Customer calls are key indicators of ad performance. However, in all the data collected, businesses often find many irrelevant calls made by spammers, wrong numbers, and so on.

When transmitting calls to Yandex.Metrica via third-party call trackers, Yandex.Telephony, Yandex.Direct call tracking analytics, or over the Yandex.Metrica API, one goal was always created automatically: “Call”. Now you can split your call flow to optimize ad campaigns in Yandex.Direct only for the calls that are important for your business.

The new goals let you distinguish high-quality calls from the incoming call flow, set up retargeting for the interested audience, and optimize your campaigns in Yandex.Direct.

Use “Unique Call” to track first-time calls
Use “Target Call” to track calls longer than 30 seconds
Use “Unique Target Call” to track first-time calls longer than 30 seconds.

If you have your own criteria for high-quality calls that are different from the presets, create a new goal in Yandex.Metrica and optimize your campaigns with it. You can select a call duration for any chosen call group. If your target calls or unique target calls should have different durations, you can set individual values for them.

You can also use the “Tag label” field to use any call parameters in your goals. Use goals with labels to optimize and retarget your campaigns. In the “Tag label” field, enter the name that you transmit in the call data over the API.

To transmit call data to Yandex.Metrica, you can use third-party call tracking services, Yandex.Telephony, Yandex.Direct, or the Yandex.Metrica API. Your new call goals will automatically appear in Yandex.Direct as well. You can select them as your priority goals, set up optimization for target calls, and pay only for them.