Revenue

Revenue is the money a company earns through the promotion of products or services.

The metric includes only goals with data from Yandex Metrica, mobile trackers, or offline conversions. Examples include “Ecommerce: Purchase” goals or JavaScript event goals that transmit revenue data from Yandex Metrica. Learn how to transmit revenue by goal from Yandex Metrica in this article.

Selecting goals for revenue calculation

Choose which goals should factor into your revenue calculations by visiting the Conversions section and accessing the setting for the Revenue metric.

By default, we select suitable goals already transmitting revenue data, such as “Ecommerce: Purchase”, in-app payments, or paid CRM orders. You can customize this selection anytime. We’ve added clear indicators showing whether each goal transmits revenue data to simplify your choices.

The page includes a helpful filter: “Show only goals for which revenue data is received”.

How revenue calculations work

Revenue — and all metrics calculated from it (CRR, ROI, and profit) — is based solely on data from your selected goals.

If you select a goal that isn’t currently transmitting revenue data, it won’t be included in calculations until that data begins flowing into Yandex Direct.

With multiple selected goals, revenue represents the sum across all goals chosen on your Revenue metric settings page, drawing from Yandex Metrica, mobile trackers, or offline conversion data.

Conversion value

While Revenue tracks actual business earnings, Conversion value estimates potential revenue from all goal completions. Values can come from manual settings in campaign strategies or from tracking systems like Yandex Metrica or mobile trackers. Yandex Direct reports also include derived metrics based on conversion value — CRR, ROI, and profit by value — providing additional performance insights.

Conversion value is especially useful when:

• You’re optimizing campaigns by CRR across multiple goals, with revenue data coming from different sources — some from Yandex Metrica, others set manually in strategy settings.
  For example, tracking both “Ecommerce: Purchase” with dynamic values and “Ecommerce: Add to cart” with manually set values in the same campaign.
• You need to evaluate performance based on manually assigned goal values rather than tracked revenue data.
  For example, if the “Add to cart” goal receives revenue data from Yandex Metrica showing the total cost of items in the cart, you might prefer to manually specify a different value in strategy settings that better reflects the actual business impact of this action.
• A goal lacks transmitted revenue data but has business value you can manually define in strategy settings.
  For instance, a “Form submission” goal without Yandex Metrica revenue transmission can still have an assigned value in your strategy settings to reflect its importance to your business.
• You need to analyze separate revenue streams for distinct business goals. An online retailer might track both “Offline purchase” and “Online purchase” goals for revenue calculation but want to analyze revenue from each separately to understand different sales channels.

How conversion value is calculated

The system first looks for manually set values in campaign strategy settings. If no value is specified, the system uses revenue data from Yandex Metrica, mobile trackers, or offline conversions.

A practical example

Business: Online cosmetics store
Revenue data source: E-commerce tracking in Yandex Metrica
Revenue metric setting: Only “Ecommerce: Purchase” goal
Campaign goals: “Ecommerce: Purchase” with dynamic value and “Ecommerce: Add to cart” with a manually set value of 100 rubles
Period activity: 65 purchases totaling 300,000 rubles and 100 cart additions

Here’s what appears in the new Report Wizard:

Revenue reflects only the goal selected in Revenue metric settings: “Ecommerce: Purchase” — 300,000 rubles.

Conversion value combines all goals in the campaign strategy:

• “Ecommerce: Purchase” dynamic value: 300,000 rubles
• “Ecommerce: Add to cart” manual value: 100 rubles × 100 cart additions = 10,000 rubles

Total conversion value:

300,000 + 10,000 = 310,000 rubles

Where to find these metrics

Both Revenue and Conversion value metrics are available throughout Yandex Direct, though their availability varies by report type. The new Report Wizard offers access to both metrics, while the previous version of the Report Wizard shows only Conversion value.

Here’s a complete breakdown of where you can find each metric across the platform:

If you use the Yandex Direct API to collect statistics data, all current fields will continue to work in their existing format, while revenue will be available in new fields in the Reports service. Learn more

To learn more about the Revenue and Conversion value metrics, see Help.