Campaign has insufficient conversions

This page lists the most common reasons for a campaign to get few conversions and offers tips for configuring campaigns.

  1. Yandex.Metrica settings
  2. Conversion cost
  3. Yandex.Direct account balance

Yandex.Metrica settings

  • Check whether the goal is set correctly for the Yandex.Metrica tag.

    Try to trigger a conversion yourself. Be sure that your Yandex.Metrica tag has counted it.

    If the selected goal has less than 10 conversions per week, try to select a goal higher up the funnel that is reached at least 10 times a week: this will be enough for training the algorithm.

    When analyzing historical data, check the attribution model selected: it must be the same as in the campaign settings.

  • Fix typos and errors in the tag settings. The tag's domain must match the advertised domain.

Conversion cost

  • Check your CPA: it must be high enough to achieve conversions in your area of business. You may use historical data for analysis. Read more about calculating the optimal conversion cost from the statistics data.

    If you don't have any statistics yet, use the Optimize conversions strategy to determine the market's average CPA. This can help you get the maximum conversions within your weekly budget. Specify the budget amount and one goal for which you can get more than 10 conversions per week. Launch the campaign.

    The system will buy as many conversions as possible for the specified budget (that is, at the cheapest possible CPA). To give the system enough time to learn, evaluate the results and change your weekly budget no more than once every two or three weeks.

    Within two or three weeks, the algorithm will find the market's average CPA. You can use it to set up your target CPA. If the CPA determined this way seems too high, pay attention to the quality of advertising materials (ads, transition pages), and check the targeting criteria.

    Use the Report on conversions to monitor your conversions.

Yandex.Direct account balance

  • Make sure that your account balance is high enough and your ad campaign is running smoothly. If a campaign stops for insufficient funds, this may impact effectiveness of the optimization algorithms.

    To ensure that your pay-per-conversion campaigns run smoothly, maintain a minimum account balance: 5000 rubles or 3 × CPA (whichever is higher).

    If this amount is not met, the campaign is paused and the remaining funds are used to pay for conversions under the previous clicks.