Maximize conversions

Use this strategy to bring maximum converted sessions to your site while maintaining the cost-revenue ratio, average CPA, or weekly budget. You can also enable paying per conversion. Choose this strategy if you have a clear goal for attracting users to your site or if you know the optimal cost revenue ratio for your promotion.

How it works

The "Maximize conversions" strategy aims to increase the percentage of clicks on ads and keywords that are most likely to result in conversions on the site. Bids are automatically selected in order to achieve the best result while remaining within the set criteria and limits.

We recommend evaluating the result in 7 to 14 days: at the beginning of your campaign, the strategy might need some time to accumulate initial statistics. If you failed to get enough conversions during the training period, check the strategy settings based on the interface tips.

If you change the attribution type or goal, the strategy will need some time to re-learn.

More about strategies

Prerequisites for using the strategy

You need a Yandex Metrica tag to enable this strategy. For Yandex Metrica, make sure that:

1. The tracking tag is installed on the advertised site. Yandex recommends that you embed the tracking tag's code snippet on every page of your site.

2. Goals are configured for your tag.

3. To limit the cost-revenue ratio, set up the transmission of ad revenue (the amount and currency of the goal value) to Yandex Direct. There are several ways to pass it:

   • Add conversions in the campaign settings and set values for them. Besides the conversions that bring you direct income, you can also choose any other goals to optimize your ads, such as registering on your website or consenting to participate in a promo.

   • Specify the goal revenue in the Yandex Metrica interface. You don't need programming skills or precise financial indicators. Enter your average order value or estimated revenue per request or submitted form.

   • Use the reachGoal method with the goal ID and preset value.

   • Enable ecommerce and pass the product price or order amount. For the “eCommerce: Purchase” goal, the goal ID is automatically transmitted by Yandex Metrica. For any other goal, the ID must be passed in the goal_id field.

     Example of passing the product price and goal ID

     dataLayer.push({
              "ecommerce": {
              "purchase": {
              "actionField": {
              "id" : "TRX987",
              "goal_id": "123456"
              },
              "products": [
              {
              "id": "25341",
              "name": "Толстовка Яндекс мужская",
              "price": 1345.26,
              "brand": "Яндекс / Яndex",
              "category": "Одежда/Мужская одежда/Толстовки и свитшоты",
              "variant": "Оранжевый цвет"
              },
              {
              "id": "25314",
              "name": "Толстовка Яндекс женская",
              "price": 1543.62,
              "brand": "Яндекс / Яndex",
              "category": "Одежда/Женская одежда/Толстовки и свитшоты",
              "variant": "Белый цвет",
              "quantity": 3
              }
              ]
              }
              }
              });
     

   If you use a non-monetary revenue indicator, pass the payment currency you have set in Yandex Direct.

To select this strategy, you might need to confirm your phone number. Make sure that a correct number is specified in the user settings.

Payment model

• Pay per conversion: You pay for each conversion action on the site.

• Pay per click: You pay for each click on your ad.

How to calculate the optimal CPA

The optimal CPA is the value that provides the maximum total profit.

Profit per customer can be calculated using the formula:

Earnings = Conversion value — CPA

To estimate the total profit, multiply this difference by the number of conversions:

Earnings = (Conversion value – CPA) × Conversion count

The conversion value is the optimal profit to the business from the conversion. For example, if 100 requests bring you 50,000 rubles, the conversion value for the goal "Submitted an online request" would be 500 rubles.

The selected conversion cost affects both earnings per customer and the number of converted sessions. When the conversion cost is low, earnings per customer may be high while the number of converted sessions may be low. On the contrary, if the conversion cost is high, it may reduce profit per customer but lead to a larger number of conversions. Find a value for the conversion cost that would maximize your total profit.

The dependence of the number of converted sessions on the conversion cost is nonlinear. Starting from a certain threshold value, a further increase in the conversion cost does not essentially increase the number of converted sessions:

Use Report Wizard to find out the current conversion cost by selecting Conversion rate (%), Goal cost, and Conversions. You can calculate the optimal conversion cost through an experiment. Specify different conversion cost values in experimental campaign settings. The experiment must run long enough to accumulate sufficient statistics for proper result analysis (at least a week). Use the statistics to estimate how the change in the conversion cost affected your profit.

Evaluating the statistical significance of pay-per-click results

When you're comparing multiple campaigns to determine the most effective one, you need to consider the margin of error (possible deviation of the obtained data from the true value).

The table shows the dependence of relative conversion and CPA error on the number of conversions. Use this data to determine which discrepancies are statistically significant and which are simply random fluctuations. If the confidence intervals of the metrics don't overlap, the difference is likely significant.

Conversions	Deviation from true value
	Conversion rate (%)	CPA
from 25	± 20%	± 40%
from 100	± 10%	± 20%
from 400	± 5%	± 10%
from 2500	± 2%	± 4%
from 10,000	± 1%	± 2%

Example

Suppose you have two campaigns. The first campaign had 90 conversions at a CPA of 100 rubles and with a conversion rate of 5%. The second received 1000 conversions with a CPA of 123 rubles and a 4% conversion rate. Is there statistical significance to say that the first campaign was more effective than the second?

Let's compare the CPA:

• Confidence interval for the CPA of the first campaign is 80–120 rubles (100 rubles ± 20%).
• Confidence interval for the CPA of the second campaign is 118.08–127.92 rubles (123 rubles ± 4%).

Since the confidence intervals overlap, there is no statistical significance to conclude that the first campaign had a lower CPA than the second.

Let's compare the conversion rate:

• Confidence interval for the conversion rate of the first campaign is 4.5–5.5% (5% ± 10%).
• Confidence interval for the conversion rate of the second campaign is 3.84–4.16% (4% ± 4%).

Since the confidence intervals don't overlap, there is enough statistical significance to conclude that the first campaign had a higher conversion rate than the second.

Learn more about how to create a report and make decisions based on statistics

Report on conversions

Use the report on conversions to analyze the actual amount debited per conversion by date over the last 365 days. Download it using the Report on conversions (.csv) link on the Report Wizard page, next to the menu on the right. The report is only available for campaigns with the “Maximum conversions” strategy enabled. The report shows the following data:

• Date
• Goal
• Attribution type
• CPA
• Number of conversions

Unlike Report Wizard, where conversions are linked to clicks and shown by the click date, the report on conversions breaks them down by conversion date.

For example, the click was on July 3, the conversion occurred on July 5, and the conversion fee was debited on July 5. In regular reports generated in Report Wizard, the conversion is linked to July 3, but in the report on conversions it's on July 5.

Have questions?

Scan the QR code or tap it to follow the link.

If you select Telegram or WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history.

Converted session — a user's session on a website during which a goal was completed.

Goal — the desired action carried out by the user on the advertised website. Goals may include actions like registering on the website, completing an order form, or visiting a set number of pages.

Yandex.Metrica allows you to monitor whether goals are met.