Maximum conversions with pay per conversion

Under the pay-per-conversion payment model, you pay for each conversion action on the site.

Strategy settings

1. Select the criteria and spending limit to get the maximum conversions for:

   Set a budget

   Enter the amount and select a limit: per week or for a period. For long-term campaigns without a specific end date, we recommend setting a weekly budget. If you need to control costs for flight campaigns, use a budget for a period.

   Minimum budget:

   • Per week: ₽300 (values for other currencies). The weekly budget must be at least 10 × CPA.

   • For a period: RUB 50 per day (values for other currencies). The budget for a period must be at least 10 × CPA. If you specify a period longer than a week, your budget should be enough for at least ten conversions each week.

   Learn more about the strategy budget.

   Set the spending limit

   • CPA

     If you cap the CPA, the strategy will bring you conversions at the specified cost. Learn more about pay-per-conversion campaigns.

     Specify the CPA for each goal when selecting your goals. Cost per conversion must not exceed 50,000 rubles. Learn more about calculating the optimal conversion cost.

     The specified CPA is also affected by the selected adjustments.

   • Cost–revenue ratio

     The strategy will bring you conversions at a fixed cost equal to the specified percentage of the revenue transferred for the goal, with adjustments.

     This strategy is best suited for campaigns that use E-commerce or send information about the conversion revenue to Yandex Metrica. This strategy can also be used for campaigns where revenue is specified as the conversion value.

     Specify the expected ratio of promotional costs to the resulting revenue, expressed as a percentage.

2. Add a Yandex Metrica tag.

   If you don't have access to the Yandex Metrica tag, you can request access to the goals configured for this tag. To do this, specify the tag and click Request access. Next, ask the tag owner to enable the Allow optimizing campaigns for goals option.

3. Select conversions and set the CPA or conversion value for them.

   A goal is an action you want a user to complete after seeing your ad. You can choose to receive sessions for goals set in Yandex Metrica. Specify their cost or value manually or select a value — "Dynamic" (recommended for e-commerce goals).

   Use the colored dot next to each goal to choose your optimization goals:

   • Green indicates that the goal has enough conversions for all traffic sources. We recommend using this goal.
   • Gray indicates that the goal has few conversions for all traffic sources. Reaching this goal may be challenging, making the campaign ineffective. Choose this goal if you are sure you have enough conversions to run the strategy.

   You can specify up to 30 conversions per strategy.

4. Select the attribution model in the advanced settings, if needed.

   An attribution model is a rule that determines which click is assigned as the source of a session on your site. The model helps you more accurately identify how advertising contributes to business growth. The bidding system uses Yandex Metrica statistics for the selected attribution model and focuses on achieving the desired result.

   You should select a model based on your business type, the method you use for attracting traffic, and what information you need to obtain from it. The Automatic attribution model is set by default. You can change it as needed.

   More about attribution models.

Features of pay-per-conversion campaigns

• You pay for the converted sessions that occur within 21 days of the click.

  For example, if a user clicks your ad on April 20, you'll be charged for every conversion attributed to that click until May 11.

  Learn more about attribution models in CPA campaigns.

• If you set up optimization for multiple goals and choose to pay per conversion, your budget is debited for each goal completed within a session. If a user completes two different goals within a session, you're charged for both goals. If the same goal is completed multiple times during a single session, you're only charged once at the specified cost.

  For example, you add two goals: "Order placed" and "Order paid". If a user places an order on your site and pays upon delivery, you're charged for both conversions.

• Your weekly budget spending is counted continuously without a restart, if you change any strategy settings other than the weekly budget itself.

  Let's say you set a weekly budget of ₽7000. By Thursday, you spent ₽3800 and decided to change the CPA. In this case, the remaining budget is not recalculated: ₽3200 remain until the end of the week.

• If you change your weekly budget, the maximum expenditure on this day can be +100% of the old budget plus 100% of the new budget.

• When a campaign has few or no conversions, a warning appears in the interface. To get more conversions, follow our Tips.

• If you set an overly high CPA with a small budget, the weekly budget may be unevenly distributed. It may be used to pay for conversions at the beginning of the impression period, but the campaign will continue to run until the end of the week.

• We don't recommend the Pay per conversion option if you use the daily budget on your shared account. Otherwise, your daily budget would be overspent by 30% or more or underspent significantly. To avoid overspending, it's best to limit the weekly budget at the campaign level.

Statistics for the money debited for each conversion is available in the Report on conversions.

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.

Your revenue from reaching the same goal may vary: for example, you may earn 50 rubles from selling socks, while selling a dress could bring you 2000 rubles. For this reason, Yandex Direct uses dynamic values for e-commerce goals.

Payment currency	Minimum weekly budget
RUB	300
KZT	1 300
BYN	9
USD	10
EUR	10
CHF	10
TRY	17

Payment currency	Minimum weekly budget
RUB	0.9
KZT	3
BYN	0.03
USD	0.03
EUR	0.03
CHF	0.03
TRY	0.03

Payment currency	Minimum daily budget
RUB	50
KZT	200
BYN	1.5
USD	1.5
EUR	1.5
CHF	1.5
TRY	2.5