Optimize conversions in ads for mobile apps

The strategy allows you to get the maximum number of clicks resulting not only in app installs, but also in targeted actions inside the app. This strategy is good for advertisers who have set a goal to attract new users to their app.

How it works

You set an action to be made by the user in the app as a goal, for example, adding an item to the shopping cart or signing up. This strategy aims to increase the share of clicks on ads that most often produce conversions. Bids are automatically selected in such a way as to achieve the best result using all the specified criteria.

Ads will not be served to users if it is determined that the app is already installed on their phone or tablet.

Learn more about how this strategy works.

Prerequisites for using the strategy

The app must be connected to one of the tracking systems supported by Yandex.Direct. A tracking link must be specified for your app in Yandex.Direct.

Event reporting must be enabled in the tracking system. Events must be passed with the names corresponding to your Yandex.Direct goals.
Goals in Yandex.Direct
  • “Application installed”.
  • “Goal achieved”.
  • “Application opened”.
  • “Payment details added”.
  • “Added to cart”.
  • “Added to wish list”.
  • “Registration complete”.
  • “Training completed”.
  • “Order initiated”.
  • “Purchase completed”.
  • “Rating assigned”.
  • “Search completed”.
  • “Credits spent”.
  • “Achievement unlocked”.
  • “Content viewed”.
  • “Time spent in the app”.
  • “User shared”.
  • “Custom event 1-3” — use this name if other names do not fit the event.

Read the instructions in your tracking system on how to set up and pass events.

Strategy settings


A goal is an action you expect from a user who was exposed to your ad. Select the event passed by the tracking system as the goal. App installed is selected by default.

Average cost per action

The ratio of weekly spending to the number of conversions.

During the first week after activation, the strategy is trained and the actual value of this parameter may differ from the set value. After this, you might see deviations in the average cost per action (either up or down) over the course of a week, but by the end of each week the value will get closer to the set value.

The minimum value for average CPA is 0.9 rubles (see other currencies).

Weekly budget

The minimum weekly budget is 300 RUB (see other currencies).

The actual expenditure of a campaign using this strategy may vary by several percent from the specified budget. Accuracy may be affected when you switch between strategies, make changes to the budget, suspend a campaign, refine your time targeting or change the campaign start date.

Budget distribution depends on your time targeting settings. For example, if you limit ad impressions to two days a week, your budget will only be distributed over those two days.

If the budget cannot be spent, you will see an alert in the interface and get a notification sent to your inbox. This usually means that the keywords selected have a low CTR, low budget or low CPC.

Maximum CPC

You can limit your CPC. If the maximum CPC is not set, by default it will not exceed 10% of the weekly budget.

Note. Set relevant parameter values. If your average CPA is unattainable, budget is insufficient, or maximum CPC is low, the system may not be able to raise bids for effective keywords, and the number of conversions will decrease.

How to calculate the optimal conversion cost

The optimal conversion cost is the value that provides the maximum total profit.

Earnings 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 profit to the business from the conversion. For example, if 100 requests brings 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 earnings 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.

When comparing the statistics, consider the statistical error, i.e., possible deviation of the data obtained from the true value. The table shows the relative error depending on the number of conversions.

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

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