Engaged session figures

Engaged session (ES) metrics show you how likely users are to complete conversion actions (make purchases, submit forms, confirm registration) on the promoted site.

ES statistics have been available since July 14, 2017 for all campaigns that promote sites with Yandex Metrica tags.

ES indicators

Engagement level

This is the overall session convertability rating from Yandex Direct. This figure represents how interested the users who clicked on your ad are in your product or service.

Using machine‑learning algorithms, Yandex Direct analyzes sessions of users who clicked your ad and predicts how likely they are to complete a conversion action on your site. The forecast is based on data about page views, page depth and viewing time.

The convertability of each session is rated in points from 0 to 1. Points for selected sessions are added together. Their total number may be fractional.

Cost per engagement (CPE)

The average cost per conversion, or the ratio of ad expenses to the session engagement level (Expenses/Engagement level).

Engagement rate

Conversion efficiency, or the ratio of session engagement level to total ad clicks (Engagement level/Clicks × 100%).

Usage in campaign analysis

Engaged session metrics help you evaluate campaign performance when you haven't set up goals in Yandex Metrica or when your existing goals don't provide a clear picture of how your ads are performing.

If you do use a goal in Yandex Metrica to analyze ad placements, compare the goal data with engaged session figures. If there is traffic in the conversions cross section for a goal, but no traffic displays for engaged sessions (or vice versa), then check your campaign settings, site structure, and the goal you are using to measure productivity.

To see which ad formats, target audiences, platforms, or regions generate more of valuable sessions, compare relative metrics: Engagement cost and Engagement rate.

If you analyze your ES metrics regularly, you will have a better idea of what changes you can make to your campaign or site to make your ads more effective.

For example, ads on networks are served in different formats: with an image or with a video. For example, if the video format shows a lower Cost of engagement and a higher Engagement rate, you can conclude that video ads are effective at attracting your target audience. You can then set a bid adjustment to raise your bid for ads with videos to increase the likelihood of serving them.

Dashes in a report

You will see dashes in the report columns if:

• Dimensions selected for the report don't contain enough clicks to calculate the session conversion rate. Expand your date range or adjust dimensions and filters.

• You didn't specify a Yandex Metrica tag in your campaign settings.

• You haven't added a Yandex Metrica tag on your site.

• An App promotion campaign is being analyzed.

• You haven't accumulated enough campaign statistics to calculate a forecast.

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