Average return on investment

The “Average Return on Investment” strategy allows you to maximize your conversion against the goal set in Yandex.Metrica and approach the average weekly ROI for your set goal.

This strategy will be suitable for advertisers who have defined their advertising goals and know their optimal earnings to expenses ratio with Yandex.Direct.

This strategy is most effective for campaigns that get more than 200 clicks and more than 10 converted sessions a week.

How to calculate Return on Investment in advertising

Return on Investment (ROI) is the coefficient that describes how effective one's financial investments in Yandex.Direct have been and allows you to evaluate how well they pay off. This coefficient represents the ratio of sales returns for advertised goods to funds spent on advertising those goods. It is calculated using the formula:

A business indicator can be any number that is convenient for evaluating the success of your business. This can be, for example, the price of goods or net income from sales.

So that Yandex.Direct can use business indicators in reports, the value and currency must be transmitted via a Yandex.Metrica tag. Currency information is required even for non-monetary indicators: in this case, transmit the currency you use in Yandex.Direct.

A high return on investment value in Yandex.Direct means that the ad is performing very effectively and the advertiser is seeing returns based on conversions.

Prerequisites for using the strategy

The Yandex.Metrica tag is linked to the campaign
  1. The code snippet for the tag is installed on the advertised site. Yandex recommends that you embed the code snippet on every page of your site.

  2. Goals should be configured for your tag. Only simple (not multi-step) goals are appropriate for the strategy.

  3. You have specified the tag number or enabled link tagging for Yandex.Metrica in the campaign settings. Learn more
The goal ID is transmitted from Yandex.Metrica
  1. Ecommerce is enabled or Yandex.Metrica is configured to transmit the goal price.

  2. For the ecommerce “Purchase” goal, the goal ID will be automatically transmitted by Yandex.Metrica. For other goals, this must be configured in the goal_id field for the user goal conversion ID.
    Usage example for goal_id
    dataLayer.push({    "ecommerce": {        "purchase": {            "actionField": {                "id" : "TRX987",                "goal_id": "123456"            },            "products": [                {                    "id": "25341",                    "name": "Men's sweatshirt Yandex style",                    "price": 1345.26,                    "brand": "Yandex",                    "category": "Clothing/Men's clothing/Hoodies & sweatshirts",                    "variant": "Orange"                },                {                    "id": "25314",                    "name": "Women's sweatshirt Yandex style",                    "price": 1543.62,                    "brand": "Yandex",                    "category": "Clothing/Women's clothing/Hoodies & sweatshirts",                    "variant": "White",                    "quantity": 3                }            ]        }    }});
Enough campaign statistics have been accumulated
  1. Your campaign must have had at least one converted session since it launched (i.e. a visitor who clicked on your ad must have reached the goal you set (or one of them) during their session).
  2. The campaign must have reached the threshold for the number of converted sessions and clicks over the past 28 calendar days:
    Converted sessions for 28 days + 0.01 × clicks for 28 days ≥ 40

    If the campaign has been running for less than 28 calendar days, the number of actual converted sessions and the forecasted number of clicks is used for the calculation.

    If the chosen strategy uses the “Independent management of search and content sites” setting, then only converted sessions and clicks from ad networks (YAN and ad exchanges) are taken into account.

Strategy settings

Return on investment

The desired average return on investment per week, in units.

You might see large or small deviations in the ROI coefficient over the course of a week.


You can choose to receive sessions for all basic (not multi-step) goals, or just for one.

A Yandex.Metrica goal won't appear in strategy parameters immediately after being added. The list of available goals is updated once per day.

Reinvest in advertising

If the system manages to achieve better ROI than expected by the advertiser, the savings may be reinvested in advertising to get additional clicks. So, it is important to let the system know what percentage of savings can be used in this event.

Weekly budget

You can limit the weekly budget when necessary. The minimum weekly budget is 300 RUB (values for other currencies).

Maximum CPC

You can limit the maximum CPC when necessary. If the maximum CPC is not set, by default it will not exceed 10% of the weekly budget or 450 rubles (the limit for other currencies will be recalculated at the current exchange rate of that currency against the ruble).

It is not recommended limiting your maximum CPC. A weekly budget should be specified if you need to control the expenditure of your funds independently.

Cost of goods or services

If you would like the ROI optimized by earnings but do not know the size of your own costs per goods, you can specify the general percentage of cost of goods sold from your revenue. The system will make all necessary calculations itself and optimize ROI by earnings.

The setting can be used if you do not want to report your real revenue to Yandex.Metrica. In this case, you can provide data adjusted by an allowance ratio and specify the value calculated by the following formula in the strategy settings as your cost: 100/adjustment coefficient.