Optimize ROI

The “Optimize ROI” strategy allows 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 will be suitable for advertisers who have defined their advertising goals and know their optimal earnings to expenses ratio on 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 need to 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 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, this 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": "Yandex men's sweatshirt",
                        "price": 1345.26,
                        "brand": "Yandex",
                        "category": "Clothing/Men's clothing/Hoodies and sweatshirts",
                        "variant": "Orange"
                        "id": "25314",
                        "name": "Yandex women's sweatshirt",
                        "price": 1543.62,
                        "brand": "Yandex",
                        "category": "Clothing/Women's clothing/Hoodies and sweatshirts",
                        "variant": "White",
                        "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?
More than 20 conversions
Sufficient to run a strategy
Less than 20 conversions
Ad impressions may be stopped
New goal without any accumulated statistics or never achieved goal
The goal can't be colorized because there's no data
Please select a different goal
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 rubles (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 adjusted data and use the following formula to get the cost to enter in the strategy settings: 100/adjustment factor.