Optimize ROI

Attention. Starting June 2, 2021, the strategy is available only to customers with active campaigns that run this strategy. In your new campaigns, better use the Target cost revenue ratio strategy instead.

The “Optimize ROI” strategy enables you to maximize the conversion rate for a goal set in Yandex Metrica and bring your goal's average ROI for the week in line with the value you set.

This strategy is good for advertisers who have defined their advertising goals and know their optimal earnings to expenses ratio in Yandex.Direct.

This strategy is most effective for campaigns that get more than 200 clicks and at least 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.

Business-indicators can be any figure that serves as a convenient measure of your business' success (prices of items, net profit from sales, etc.). Business indicators should be transmitted using a Yandex Metrica tag.

A high ROI means that your Yandex.Direct ad is performing at maximum effectiveness and you are making a profit off conversions.

Prerequisites for using the strategy

A Yandex Metrica tag is installed on the website and goals are set
  1. Your Yandex.Metrica tag must be linked to a campaign in Yandex.Direct. Learn more....

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

  3. Multi-step goals are not appropriate for this strategy.
The goal ID is transmitted from Yandex.Metrica
  1. Ecommerce is enabled or Yandex.Metrica is configured to transmit the goal value.

  2. For the ecommerce “Purchase” goal, the goal ID will be automatically transmitted by Yandex.Metrica. For other goals, the transfer must be configured in the goal_id field for the user goal conversion ID.
    Usage example for goal_id
                                            "ecommerce": {
                                            "purchase": {
                                            "actionField": {
                                            "id" : "TRX987",
                                            "goal_id": "123456"
                                            "products": [
                                            "id": "25341",
                                            "name": "Толстовка Яндекс мужская",
                                            "price": 1345.26,
                                            "brand": "Яндекс / Яndex",
                                            "category": "Одежда/Мужская одежда/Толстовки и свитшоты",
                                            "variant": "Оранжевый цвет"
                                            "id": "25314",
                                            "name": "Толстовка Яндекс женская",
                                            "price": 1543.62,
                                            "brand": "Яндекс / Яndex",
                                            "category": "Одежда/Женская одежда/Толстовки и свитшоты",
                                            "variant": "Белый цвет",
                                            "quantity": 3
Enough campaign statistics have been accumulated
  1. Your campaign must have had at least one converted session since launching (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.

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 the strategy settings immediately after being added. The list of available goals is updated once per day.

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).


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


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.

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

Maximum CPC
You can limit the maximum CPC if necessary. If the maximum CPC is not set, by default it will not exceed 10% of the weekly budget.
Cost of goods or services

If you would like the ROI optimized by earnings but you don't know your costs for all products, you can specify the general percentage of cost of goods out of your revenue. The system will make all necessary calculations itself and optimize ROI based on profit.

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 with an adjustment factor and use the following formula to get the cost to enter in the strategy settings: 100/adjustment factor.