---
metadata:
- name: generator
content: Diplodoc Platform v5.50.6
alternate:
- https://yandex.com/support/direct/en/strategies/priority-goals.md
- https://yandex.com/support/direct/ru/strategies/priority-goals.md
- https://yandex.com/support/direct/tr/strategies/priority-goals.md
- https://yandex.com/support/direct/zh/strategies/priority-goals.md
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/direct/en/llms.txt
# Conversions
Conversions (previously referred to as priority goals) are actions of site users that are most important for the business. For example, sending a request, registering on the site, viewing pages with prices and services, adding products to the cart, or purchase. Use them in your campaign to fine-tune the system for your needs.
## Setting up conversions {#priority-goals}
If you want the system to adjust bids depending on your site tasks, set up [goals in Yandex Metrica](https://yandex.com/support/metrica/general/goals.html) and specify them in your strategy settings.
1. When setting up a campaign, under **Strategies**, in the **Conversions and their value** settings, select the desired goal from the list.
* If you have **Yandex Search** or **YAN** selected for your placements, specify the Yandex Metrica tag on the site and select site goals.
* If you have **List of organizations in search results** or **Yandex Maps** selected, a Yandex Business organization profile tag is automatically added to your Yandex Metrica tags. Set goals for this tag.
If you're promoting both a site and an organization profile as part of the same campaign, we recommend adding at least one goal for the site and one goal for the profile to ensure that the campaign is optimized for all placements.
In the "Maximum clicks" and "Maximum clicks with manual bids" strategies, engaged sessions are selected by default: the algorithm focuses on estimated conversions and the average conversion value on your site. You can select any goals, including multi-step goals or Ecommerce goals.
1. Set the conversion value for each goal, i.e., the optimal profit to the business from the conversion. The higher the conversion value, the more important that goal is in the campaign. In the [Maximize conversions](https://yandex.com/support/direct/en/strategies/average-cpa.md) strategy, for E-commerce goals, we recommend selecting the "[Dynamic](*Динамическая)" value.
You can specify up to 30 conversions per strategy. If you can't access the necessary tags using the current username, you can request access to someone else's Yandex Metrica goals and use them to configure your campaign.
## How to calculate conversion value {#conversion-value}
If the goals are independent of each other, you can specify the nominal value indicating how much the business earns on each conversion. For example, a “Requested call back” conversion generates ₽50, “Viewed item” generates ₽10, and “Checked out” generates ₽180.
If you can't calculate the nominal value, specify the conversion value for the campaign's main goal and set the value of other goals depending on their priority relative to the main goal.
Value calculations can account for how goals impact each other if completing each subsequent goal requires meeting the criteria for completing the previous one.
> For example, a travel agency placing ads in ad networks has set up the following goals in Yandex Metrica: “Trip catalog viewed”, “Trip added to basket”, and “Customer purchased trip”.
>
> Completion of the goal “Customer purchased trip” brings a business ₽10,000. This is the value per conversion to the business. One in ten customers who adds a trip to cart then purchases it. The value of the conversion “Trip added to cart” = ₽10,000 / 10 = ₽1000, the number of conversions = ₽10,000 / ₽1000 = 10. Every twentieth customer who views the catalog then adds a trip to the cart. The value of the conversion “Trip catalog viewed” = ₽1000/20 = ₽50, the number of conversions = ₽10,000 / ₽50 = 200.
>
> #|
> || | **Trip catalog viewed** | **Trip added to cart** | **Customer bought the trip** ||
> || Conversions | 200 | 10 | 1 ||
> || Conversion value | RUB 50 | ₽1000 | RUB10,000 ||
> |#
>
> Each subsequent goal needs to meet the criteria specified for the previous goal, which is why you need to calculate the ratio of each goal:
>
> 
>
> When you set up the priority goals, set up the following conversion values:
>
> - “Trip catalog viewed”: ₽16.67 (50 × 0.33)
> - “Trip added to cart”: ₽333.33 (1000 × 0.33)
> - “Customer bought the trip”: ₽3333.33 (10,000 × 0.33)
## Statistics on conversions {#statistics}
You can use the [Report Wizard](https://yandex.com/support/direct/en/statistics/new-reports-wizard/settings/goal.md) to analyze indicators related to converting clicks into real orders. In the **Goals** field, specify the goal you want to get conversion data for. By default, data is output for all goals. Compare data: **Conversions**, **CR**, **CPA**.
The **Profit** metric is also shown in the report. It's calculated as the total revenue from your selected goals minus the cost of clicks.
Profit depends on the specified conversion value for the priority goals:
$Profit = (Revenue conversion _{1}+Revenue conversion _{2}+...+Revenue conversion _{n}) — Expenditures$
$Revenue conversion_{n}= Conversion value _{n} × Conversion count _{n}$
#### Learn more
- [How to evaluate campaign results](https://yandex.com/support/direct/en/statistics/performance-stat-guide.md)
- [How to evaluate performance of a strategy with multiple goals](https://yandex.com/support/direct/en/statistics/multiple-goals-strategy.md)
#### Have questions? {#questions}
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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.
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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.
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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).
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[*Динамическая]:
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.
