---
metadata:
- name: generator
content: Diplodoc Platform v5.55.2
alternate:
- https://yandex.com/support/direct/en/web-app/campaign-settings.md
- https://yandex.com/support/direct/ru/web-app/campaign-settings.md
- https://yandex.com/support/direct/tr/web-app/campaign-settings.md
- https://yandex.com/support/direct/zh/web-app/campaign-settings.md
- href: en/web-app/campaign-settings.md
type: text/markdown
title: Markdown version
- href: ../llms.txt
type: text/markdown
title: llms.txt
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/direct/en/llms.txt
# Setting up campaigns based on Web+App scenario
To optimize promotions for events on your site and in your app, you can use a [unified performance campaign](https://yandex.com/support/direct/en/unified-performance-campaign/about.md).
Before setting up your campaign, check that:
1. Mobile apps are [added to the Yandex Direct Library](https://yandex.com/support/direct/en/web-app/add-aps.md).
1. [Goals are added](https://yandex.com/support/direct/en/web-app/add-aps.md#app-goals) on the mobile app pages in the Yandex Direct Library. Each application has a separate set of goals. This should be checked on the username where you run "App promotion" campaigns.
1. Usernames where you plan to run campaigns have [access to these goals](https://yandex.com/support/direct/en/web-app/add-aps.md#access).
{% cut "How to check" %}
To see which usernames have been granted access to the goals, go to **Library** → **Mobile apps**, then click **Grant access**.
The resulting window will show all the usernames with access. Make sure that you can find among them the username that you are going to use to run the campaign optimized for these goals.
Access is granted only to in-app goals. They will be available in the strategy, in the section for selecting targeted actions (priority goals). The verification or the app won't appear in the library of the username granted access to the goals.
{% endcut %}
## Strategy settings {#strategy}
##### **Conversions**
At least one goal from the iOS and Android mobile app is added to the campaign.
Make sure that:
- The goals are selected from the app whose App ID is specified in the MMP.
- In the MMP's integration settings, the event is associated with the desired goal ID in Yandex Direct.
- In the Yandex Direct Library, the same goal ID is selected on the app page as in the MMP.
##### **Weekly campaign budget**
{% note info "Updates to how budgets work" %}
1. On June 22, campaigns with manual bidding and a shared account balance switched from daily to unified weekly budgets. Existing budget values were automatically recalculated as weekly amounts, taking ad schedules into account.
2. Starting July 6, campaigns with pay-per-click strategies can [carry over](https://yandex.com/support/direct/en/strategies/week-budget.md#transfer) a portion of unused budget to the following week.
{% endnote %}
If you are adding in-app goals to the current campaign, look up their statistics for the previous period and determine their CPA. Multiply the resulting CPA by 20: this will be your minimum weekly budget.
Even if you have set the cost revenue ratio as your campaign's KPI, it still makes sense to evaluate the average CPA, multiply it by 20, and enter the weekly budget.
Set up a goal-driven strategy for your campaign:
{% cut "Maximum conversions at a given cost revenue ratio" %}
1\. Select the **“Maximum conversions”** strategy with the spending limit based on the **cost-revenue ratio** (CRR).
2\. Specify the desired CRR metric.
3\. Add the goals (conversions) for your site and mobile apps. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.
4\. Set the dynamic goal value. To optimize your cost revenue ratio campaign for in-app goals, [set up revenue collection and delivery](https://yandex.com/support/direct/en/web-app/tracker-setting.md#forwarding) based on events in Yandex Direct.
5\. Set your weekly budget: it should cover at least 10 onsite conversions and 10 in-app conversions.
{.border-yes}
{% endcut %}
{% cut "Maximum conversions with exact CPA" %}
1\. Select the **“Maximum conversions”** strategy with the spending limit based on the **cost-revenue ratio** (CRR).
2\. Specify CRR of 100%.
3\. Add the goals (conversions) for your site and mobile apps. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.
4\. Set the value for each goal manually. The value is equal to the cost that you pay per conversion. Keep in mind that your account is debited for each goal achieved.
5\. Set your weekly budget: it should cover at least 10 onsite conversions and 10 in-app conversions.
{.border-yes}
{% endcut %}
{% cut "Maximum conversions with optimization for multiple goals and a weekly budget limit" %}
1\. Select the **“Maximum conversions”** with a **weekly budget** limit.
2\. Set your weekly budget: it should cover at least 10 onsite conversions and 10 in-app conversions.
{% note info "Updates to how budgets work" %}
1. On June 22, campaigns with manual bidding and a shared account balance switched from daily to unified weekly budgets. Existing budget values were automatically recalculated as weekly amounts, taking ad schedules into account.
2. Starting July 6, campaigns with pay-per-click strategies can [carry over](https://yandex.com/support/direct/en/strategies/week-budget.md#transfer) a portion of unused budget to the following week.
{% endnote %}
3\. Add the goals (conversions) for your site and mobile apps. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.
4\. Set the value for each goal manually.
{.border-yes}
{% endcut %}
{% cut "“Maximum clicks” or “Maximum clicks with manual bids” strategy" %}
In the **“Maximum clicks”** or **“Maximum clicks with manual bids”** strategies, add in-app goals as your priority goals. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.
{% endcut %}
## Tracking parameters of links {#links}
Links must include a set of required parameters that are necessary for tracking in-app traffic. The parameters allow the tracker to determine the source of traffic to the app, the specific campaign, and so on.
Add both tracking parameters and UTM tags to your ad link. That is, the links specify tracking parameters both for the web traffic and app traffic. If some or all of the mandatory tracking parameters for app traffic aren't specified in the link, then neither the MMP nor Yandex Direct will have conversion data.
Similarly to UTM tags for web traffic, you can add tracking parameters for app traffic to your link under [URL parameters at campaign, group, or ad level](https://yandex.com/support/direct/en/statistics/url-tags-for-camping.md).
{% cut "Parameters in universal links" %}
{% list tabs %}
- AppMetrica
Required parameter:
- `referrer=reattribution%3D1`
Sample link with tracking parameters:
>https://example.ru/cars/new/group/bmw/3er/21398591-21398651?utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_name}&referrer=reattribution%3D1
- AppsFlyer
You do not have to add the required parameters to the link, but you must enable data delivery to the MMP at the campaign level.
Make sure that **automatic data delivery to AppsFlyer** is enabled. The section is immediately under the strategy settings, on the campaign edit page.
If you use OneLink tracking links in your campaign, you don't need to enable the setting. In this manner, your traffic parameters might get duplicated, which can distort statistics.
- Adjust
Required parameters
- `adjust_ya_click_id={logid}`
- `adjust_campaign={campaign_name}`
- `adjust_t=abc_def // You can use the adjust_tracker parameter instead of adjust_t`
Sample link with tracking parameters:
>https://example.ru/cars/new/group/bmw/3er/21398591-21398651?utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_name}&adjust_ya_click_id={logid}&adjust_t=abc_def&adjust_campaign={campaign_name}
{% endlist %}
{% endcut %}
{% cut "Parameters in tracking links" %}
{% list tabs %}
- AppMetrica
Mandatory parameters
- `appmetrica_tracking_id=00000000000000000`
- `referrer=reattribution%3D1`
- `click_id={LOGID}`
- `campaign_id={campaign_id}`
Sample link with tracking parameters:
>https://0000000.redirect.appmetrica.yandex.com/cars/new/group/bmw/3er/21398591-21398651?appmetrica_tracking_id=00000000000000000&referrer=reattribution%3D1&click_id={LOGID}&campaign_id={campaign_id}&utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_name}&path=%2F cars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651
- AppsFlyer
Required parameters
- `pid=yandexdirect_int`
- `clickid={logid}`
- `is_retargeting=true`
Sample link with tracking parameters:
>https://example.onelink.me/AbcD?pid=yandexdirect_int&is_retargeting=true&clickid={logid}&c={campaign_name}&utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_name}&af_dp=autoru%3A%2F%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651 &af_web_dp=https%3A%2F%2Fauto.ru%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651 &af_ios_url=https%3A%2F%2Fauto.ru%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651 &af_android_url=https%3A%2F%2Fauto.ru%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651
- Adjust
Required parameters
- `adj_ya_click_id={logid}` or `adjust_ya_click_id={logid}`
- In `fallback Url(adjust_redirect or adjustfallback)` inside the tracking link: `yclid=. {logid}`
Sample link with tracking parameters:
>https://sb00.adj.st/cars/new/group/bmw/3er/21398591-21398651?adjust_ya_click_id={logid}&adjust_t=abc_def&adjust_campaign={campaign_name}&utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_name}&adjust_deeplink=autoru%3A%2F%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651&adjust_redirect=https%3A%2F%2Fauto.ru%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651%3Fyclid%3D{logid}
{% endlist %}
{% endcut %}
Learn more about [setting up links](https://yandex.com/support/direct/en/web-app/tracker-setting.md#url-settings).
## Audience of product ads and catalog page ads in the unified performance campaign {#smart-banners}
[Offer retargeting](https://yandex.com/support/direct/en/impression-criteria/offer-retargeting.md) for app audiences follows the same logic as it does for web audiences.
The audience will be automatically enriched by app users if you follow all the setup recommendations:
- In the MMP, set up delivery of the following funnel events to Yandex Direct: product page viewed, item added or removed from shopping cart, item purchased.
- Specify your Yandex Metrica tag in the MMP's integration settings.
Due to advanced signals about user behavior, such campaigns begin attracting even more conversions.
## Settings that shouldn't be used in the Web+App scenario {#unrecommended-settings}
##### **Adjustments**
Review your bid adjustments at both the campaign and ad group level, ensuring they align with your campaign's objectives.
- Negative bid adjustments might affect the strategy learning process.
- Bid exclusions can potentially shrink your audience to a point where the strategy may not receive enough signals for proper training.
It is particularly important to check the absence of negative adjustments for **smartphones** and **tablets**.
##### **Hypersegmentation**
Segmenting your audience may make it more challenging to achieve your KPIs. Therefore, at the beginning, we do not recommend splitting the audience excessively.
- Use the same campaign for both iOS and Android apps.
- In your unified performance campaign, avoid splitting product ads and catalog page ads across different campaigns based on product categories; instead, perform this segmentation at the ad group level.
- Do not create ad groups by city.
- Do not target narrow or specific audiences.
These conditions complicate strategy training and audience search.
##### **CPC limits in CPA-based strategies**
Do not set CPC limits in the “Maximum conversions” strategy.
#### 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 %}
{% cut "Leave a message" %}
{% endcut %}
