---
metadata:
- name: generator
content: Diplodoc Platform v5.50.6
alternate:
- https://yandex.com/support/direct/en/strategies/average-cpa.md
- https://yandex.com/support/direct/ru/strategies/average-cpa.md
- https://yandex.com/support/direct/tr/strategies/average-cpa.md
- https://yandex.com/support/direct/zh/strategies/average-cpa.md
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/direct/en/llms.txt
# Maximum conversions
Use this strategy to bring maximum [converted sessions](*целевых_визитов) 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 {#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](https://yandex.com/support/direct/en/strategies/select-strategy.md)
## Prerequisites for using the strategy {#conditions}
You need a [Yandex Metrica tag](https://yandex.com/support/direct/en/statistics/metrika.md#settings) to enable this strategy. For Yandex Metrica, make sure that:
1. The [tracking tag](https://yandex.com/support/metrica/general/creating-counter.html) 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](https://yandex.com/support/metrica/general/goals.html) for your tag.
3. To cap your cost revenue ratio, you need to send data on your campaign-driven revenue to Yandex Direct, including the value and currency of your goal. There are several ways to pass it:
- For "Auto-collection: order placed" and "Auto-collection: purchase" goals, if they're available on your tag (supported for online stores).
- Add [conversions](https://yandex.com/support/direct/en/strategies/priority-goals.md) 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 [revenue data for goals](https://yandex.com/support/metrica/general/price-goal.html#price-goal__interface) 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`](https://yandex.com/support/metrica/objects/reachgoal.html) method with the goal ID and a specified value.
- Enable [ecommerce](https://yandex.com/support/metrica/data/e-commerce.html#ecommerce-enable) and pass the product price or order amount. For the "E-commerce: purchase" goal, Yandex Metrica passes the goal ID automatically. For any other goal, the ID must be passed in the `goal_id` field.
{% cut "Example of passing the product price and goal ID" %}
```
dataLayer.push({
"ecommerce":{
"purchase":{
"actionField":{
"id" : "TRX987",
"goal_id": "123456"
},
"products": [{
"id": "25341",
"name": "Yandex Men's Hoodie",
"price": 1345.26,
"brand": "Yandex",
"category": "Clothing/Men's clothing/Hoodies and sweatshirts",
"variant": "Orange"
},{
"id": "25314",
"name": "Yandex Women's Hoodie",
"price": 1543.62,
"brand": "Yandex",
"category": "Clothing/Women's clothing/Hoodies and sweatshirts",
"variant": "White",
"quantity": 3
}
]
}
}
});
```
{% endcut %}
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](https://yandex.com/support/direct/en/new-interface/guide.md#settings).
## Payment model {#payment}
* [Pay per conversion](https://yandex.com/support/direct/en/strategies/average-cpa-conversions.md): You pay for each conversion action on the site.
* [Pay per click](https://yandex.com/support/direct/en/strategies/average-cpa-clicks.md): You pay for each click on your ad.
## How to calculate the optimal CPA {#tips}
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](https://yandex.com/support/direct/en/impressions/automatic-bid-adjustment-in-yan.md#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:
To find out your current conversion cost, go to the [Report Wizard](https://yandex.com/support/direct/en/statistics/new-reports-wizard.md) and select the **CR**, **CPA**, and **Conversions** metrics. You can calculate the optimal conversion cost through an [experiment](https://yandex.com/support/direct/en/efficiency/experiments.md). 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.
### Deviations from target values in pay-per-click strategies
Strategies optimized for average target values (such as those with a limited average CPA or cost revenue ratio) use machine learning to predict conversion rates and set optimal bids in auctions. The accuracy of these predictions depends on the amount of data accumulated.
Average target values serve as guidelines for the algorithm to aim for, but in some cases, actual values may deviate from the targets. If you need to maintain a specific CPA, use the pay-per-conversion model.
The strategy aims to maintain the average value over a calendar week, meaning that on some days the value may be higher or lower than the target.
Deviations from your set value can result from the following factors:
- There aren't enough conversions for campaign training. Minimum conversions: 10 per week (70 per week for app promotion).
- At the beginning of your campaign, the strategy might need some time to accumulate initial statistics. We recommend evaluating the result in 7 to 14 days.
- You made changes that caused the strategy to relaunch. [Learn more about the strategy relaunch](https://yandex.com/support/direct/en/strategies/select-strategy.md#restart)
- Bid adjustments directly affect target values.
For example, if you set a target of 200 rubles per conversion and apply a +50% adjustment to the group, the average CPA for the group becomes 300 rubles (₽200 + 50%).
- A minimum budget is set for the strategy. [What is minimum budget and how to set it up](https://yandex.com/support/direct/en/strategies/minimal-budget.md)
The higher minimum budget → the higher minimum bid floor → the more traffic to train your strategy → the more traffic your campaign can generate. We recommend increasing the minimum budget if you're willing to invest more in training your strategy.
### 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 potential statistical error in the CPA data, which depends on the number of conversions generated. In other words, it indicates how much the average CPA displayed in Yandex Direct statistics may differ from the actual cost per action.
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% ||
|#
{% note info %}
If there are less than 25 conversions or you set the minimum budget (300 rubles), the deviation from the true value isn't limited in any way.
{% endnote %}
**Example**
> Suppose you have two campaigns. The first campaign generated 100 conversions with a CPA of 100 rubles and a 5% conversion rate. The second campaign delivered 400 conversions with a CPA of 120 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%).
> - The confidence interval for the second campaign's CPA is 108 to 132 rubles (120 rubles ± 10%).
>
> 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%).
> - The confidence interval for the second campaign's conversion rate is 3.8% to 4.2% (4% ± 5%).
>
> 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](https://yandex.com/support/direct/en/statistics/performance-stat-guide.md) and make decisions based on statistics
## Report on conversions {#konv-report}
Use the report on conversions to analyze the actual amount debited per conversion by date over the last 365 days. To download it, in the left panel, select **Statistics** → **Report library** → **Specialized reports** → **Pay per conversion**. 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? {#questions}
{% note alert %}
Our customer support can only assist you with campaigns linked to the username you are contacting us from. You can check your username by opening [ya.ru](http://ya.ru/) in another browser tab. Our team can access your data only when processing your request.
{% endnote %}
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.
{% cut "Call" %}
You can contact us from 10:00 to 19:00 (UTC+3) by phone:
**Moscow**: [+7 495 139-91-93](tel:+74951399193)
**Russia**: [8 (800) 700-47-45](tel:88007004745) (toll-free within Russia)
To access campaigns, the customer service specialist will need your [PIN](https://yandex.com/support/direct/en/troubleshooting/pin-code.md).
{% endcut %}
[*целевых_визитов]:
_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](https://yandex.com/support/direct/en/statistics/metrika.md) allows you to monitor whether goals are met.
