Optimize conversions

Use this strategy to maximize converted sessions on your website or Turbo site while maintaining your average CPA, weekly budget, or both at the same time. You can also enable paying per conversion. This strategy works well for advertisers who have a specific goal for attracting users to their website.

How it works

The “Optimize conversions” strategy aims to increase the percentage of clicks on ads and keywords that are most likely to result in conversions on the website. Bids are automatically selected in order to achieve the best result while remaining within the set conditions.

When the ad campaign is launched, the strategy is trained. It lasts up to 14 days and must produce at least 10 conversions per week. 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.

Learn more about strategies

Prerequisites for using the strategy

To enable the strategy, make sure that a Yandex.Metrica tag or Turbo site tag is added to your campaign. For Yandex.Metrica, make sure that:

  1. The tracking tag is installed on the advertised site. Yandex recommends that you embed the tag's code snippet on every page of your site.

  2. Goals are configured for your tag.

  3. The tag ID is specified in the campaign parameters. Learn more

Strategy settings

Select the criteria to get the maximum conversions for:

To pay only for converted sessions, enable the Pay per conversion option. The strategy will bring you conversions at the CPA specified on strategy setup.

Learn more about pay-per-conversion campaigns.

Optimize for goal

A goal is an action you expect from a user who was exposed to your ad. You can choose to receive sessions for the campaign priority goals or for one of the goals set in Yandex.Metrica. The list of available Yandex.Metrica goals is updated once a day, so the new goal might not appear immediately in the strategy settings.

What does the color of the goal mean?

It shows the total number of conversions for the selected goal from all sources of traffic (attracted both by ads and otherwise).

Green

The goal has enough conversions for all traffic sources. We recommend using this goal.

Gray

The goal has few conversions for all traffic sources. There are risks that there'd also be few conversions for the goal during campaigns, making the campaigns ineffective. Choose this goal if you are sure you have enough conversions to run the strategy.

If you want to specify a Turbo site as a landing page in your campaign's ad settings, select one of the recommended goals for a preset tag that belongs to your Turbo site.

List of recommended Turbo site goals
  • Submitting a request via the form.
  • Clicking a feedback button: Phone/Email/WhatsApp/Vkontakte/Instagram.
  • Header: Clicking a social media button (Vkontakte/Instagram).
  • Header: Clicking a contact button (Phone/Address/Email).
  • Adding an item to the cart.
Attribution model

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 your 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 default attribution model is Last click from Yandex.Direct. You can change it as needed.

More about attribution models.

CPA

Specify your CPA. CPA must not exceed 15,000 rubles. Learn more about calculating the optimal conversion cost.

Weekly budget

The minimum weekly budget is 300 RUB (see other currencies). If the Pay per conversion option is enabled, we recommend that the weekly budget is at least 10 × CPA.

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, a low budget or a low maximum bid.

Attention. Analyze campaign performance and enter relevant parameter values. Unattainable value for average CPA, insufficient budget, or a low maximum CPC may adversely affect the strategy performance. In this case the system cannot raise the bids on effective keywords and you will get significantly fewer converted sessions.

Specifics of pay-per-conversion campaigns

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

    For example, if a user clicked on an ad on April 20, you'll pay for all the conversions attributed to that click until May 11.

    Learn more about attribution models in CPA campaigns.

  • 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 7,000 rubles. By Thursday you spent 3,800 rubles and decided to change the CPA. In this case, the remaining budget is not recalculated: 3,200 rubles remain until the end of the week.

  • 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 a shared account. Otherwise, your daily budget would be overspent by 30% or more or underspent significantly. To avoid overspending, it's better to limit the weekly budget at the campaign level.

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

Report on conversions

Use the report on conversions to analyze the actual amount debited per conversion by date over the last 365 days. Download it using the Report on conversions (.csv) link on the Report Wizard page, next to the menu on the right.

The report is only available for campaigns with the “Optimize 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.

How to calculate the optimal conversion cost

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

Profit per customer can be calculated using the formula:

Profit = Conversion value — Conversion cost

To estimate the total profit, multiply this difference by the number of conversions:

Profit = (Conversion value – Conversion cost) × 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 profit per customer and the number of converted sessions. When the conversion cost is low, profit 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 number of converted sessions does not have a linear relationship to the the conversion cost. Once you reach a certain threshold, making the conversion cost higher does not significantly 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 (%) CPA
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