Automatic goals for E-commerce

By sending the data on e-commerce, you can collect, analyze, and use information about users’ interactions with products on your site in Yandex Direct ad campaigns.

Automatic goals will be created when sending add to cart and purchase events:

• “Ecommerce: add to cart” to track adding products to the cart.
• “Ecommerce: purchase” to track orders.

For Yandex.Metrica to start collecting data, enable the option Automatic goals in the tag settings. Goals will be created when the data on these events is first sent from your site.

To view statistics on goals, use the Conversions report and add goals to other Yandex Metrica reports.

Similar conversions can also be tracked using these goals:

• JavaScript event — For recording clicks on the Purchase button, placing orders, and so forth.
• Page view — For registering sessions on the shopping cart page.

To enable transfer of data to Yandex Metrica, use an official integration or contact your website developer. Once E-commerce is enabled, you’ll be able to access detailed reports on products, orders, and users who placed them.

Restrictions

• This type of goal can’t be used in Multi-step goals.

• Automatic goals are not counted in the total number of tag goals.

• The service registers a user reaching the same goal on the same counter no more than once per second.

• During a single user session, the service can register up to 1000 offline conversions and 400 online conversions created for the tag.

• If you edit the tag or a goal, all the previously collected information does not change.

• It is impossible to delete, rename, or change default revenue for this type of automatic goals.

How to use auto-goals in advertising

Automatic e-commerce goals for online stores can be useful when running ads in Yandex Direct.

Yandex Direct strategies

The Maximum conversions with a limit on the cost revenue ratio (CRR) strategy supports the optimal ratio of advertising expenses to sales revenue using auto-goals. The revenue data sent by auto-goals is calculated based on the product prices listed on the site. This allows the strategy to generate maximum conversions for the selected goal at a set cost-revenue ratio (for example, 10% of the product price).

In the Maximum conversions with payment for conversions strategy, you can choose an automatic goal (“Purchase” or “Cart”) and only pay for those ad click-throughs that led to conversions for these goals at a specifically set price.

Setting up targeting

With auto-goals for E-commerce events, you can set up targeting for lookalike audiences. This enables Yandex Direct to drive more prospective buyers to your website.

Measuring ad performance

Auto-goals help you compare the effectiveness of advertising channels and determine:

• Which users became customers.
• Where buyers come from.
• Which advertising channels are the most cost-effective.

These statistics can assist you in measuring the effectiveness of your advertising and optimizing your ad costs in Yandex Direct.

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