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Strategy: 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 on 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 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 counter.

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

Setup conditions

A Yandex.Metrica counter is installed on the website and goals are set
  1. The Metrica counter should be linked to a campaign in Direct. Read more...

  2. The counter code should be installed on all pages of the advertised website.

  3. Only non-compound goals are appropriate for the strategy.
Enough campaign statistics have been accumulated
  1. The advertising campaign has had at least one converted session (or targeted visit) since it began, with a visitor redirected from an ad applying the selected goal (or one of the goals).
  2. The threshold for the number of converted sessions and clicks over the past 28 days should have been met in the campaign:
    Converted sessions for 28 days + 0.01 × clicks for 28 days ≥ 40

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

    If you chose impressions "Only in ad networks" in the strategy settings, then only converted sessions and clicks from ad networks (YAN and ad exchanges) are taken into account.

The goal ID value transfer in Metrica has been configured

Whenever there is a goal conversion by a user on the target website, the agoal_id numerical identifier (ID) must be sent to the achieved target field. For more information, please refer to the E-Commerce section of Yandex.Metrica Help.

Strategy settings

Return on investment

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

Large or small deviations in the ROI coefficient may be observed over the course of a week.


You can choose to receive sessions for all non-compound 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 rubles (equal to the sum of the minimum payment).

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).
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 Metrica. In this case, you can provide data adjusted by an allowance ratio and specify the value calculated by the formula below in the strategy settings as your cost: 100/adjustment coefficient.

  • If the ROI ratio is too high, the budget is insufficient, or the maximum CPC limit is low, this may affect the performance of the strategy. In this case the system cannot raise the bids on effective keywords and you will get significantly fewer clicks.
  • It is not recommended to limit the maximum CPC. A weekly budget should be specified if you need to control the expenditure of your funds independently.

Filter Priority

You can configure the priority settings for each filter on the campaign page. You can assign high priority to filters that include more expensive products. Whenever possible, such filters will be displayed more often and will be the last to be disabled when your budget runs low.

Assigning high priority to a filter does not guarantee any impressions. This setting means that in the course of budget allocation, a filter with high priority will have more weight than the other filters.


  • Ideally, the campaign should advertise one website and see a stable number of converted sessions over the course of a month — this will ensure that the strategy works optimally.

  • ROI indicators are also based on measures of audience engagement and changes to the advertised site. This is why the average ROI may significantly vary from your specified value if, while running a strategy, you update the website design or the campaign settings (e.g., change targeting or reconfigure goals), or attract visitors using any other method, which results in noticeably more or fewer converted sessions.

  • If you use unpopular (rare) filters or the weekly number of clicks is under 200/the weekly number of converted sessions is under 10, the average cost per action may deviate upwards from the set value.

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