Revenue and conversion value

"Revenue" and "Conversion value" are metrics that help you track the performance of your Yandex Direct campaigns based on business indicators. With these metrics, you can track how your ads contribute to the profits of your business.

"Revenue" metric

The "Revenue" metric is calculated the same way across all reports, regardless of how your campaigns are set up. It only factors goals that source data from Yandex Metrica, MMPs, or offline conversions. For example, these may include "E-commerce: purchase", "JavaScript event", or other goals for which you send data to Yandex Direct.

For more information on how to send goal revenue data, see this Yandex Metrica article.

How do I select goals for calculating revenue?

From the sidebar menu, go to Conversions → Revenue metric settings and specify the goals for which you want to calculate revenue.

By default, the Show only goals for which revenue data comes in option is enabled under goal selection.

This page automatically selects relevant goals that track revenue for you: "E-commerce: purchase" goals, in-app payments, and paid orders from the CRM. Edit the list of goals as needed. Next to each item, a hint tells you whether you've sent revenue data for that goal.

Click Save. If you don't manually save your list, Yandex Direct might automatically adjust it for revenue calculations. For example, if you set up a new goal for which you send revenue data, Yandex Direct will automatically update your list of goals.

How is revenue calculated for selected goals?

Based on your selected goals, the service calculates revenue and its derived metrics: CRR, ROI, and profit.

Goals that don't track revenue won't be factored into your revenue metric until Yandex Direct starts receiving that data.

If you select multiple goals, revenue is calculated as a total across all goals. You can choose goals that source data from Yandex Metrica, MMPs, or offline conversions.

"Conversion value" metric

The "Conversion value” metric reflects your evaluation: what economic benefits a business earns when goals are achieved. You can set a conversion value manually in the strategy settings or transmit it using Yandex Metrica, MMPs, or offline conversions. You can also use its derived metrics: CRR, ROI, and profit based on value.

When can information about conversion value be useful?

• Your campaign is optimized based on CRR for multiple goals, and for some of these goals, revenue data comes from Yandex Metrica, while for others, you specified it manually in the strategy settings.

  For example, your campaign may have an "E-commerce: purchase" goal with a dynamic value and an "E-commerce: add to cart" goal with a manual value.

• You need to analyze your campaign's performance based on the goal value that you've set manually, rather than the data received from Yandex Metrica.

  For example, if you're tracking the "Add to cart" goal with Yandex Metrica, the revenue sent is the total price of the items added to the shopping cart. In this case, you can set the value of the "Add to cart" goal manually in the strategy settings.

• Yandex Direct doesn't get revenue data for this goal automatically. You need to enter it manually in your campaign strategy through the goal value setting.

  For example, your campaign may have a "Form submission" goal for which Yandex Metrica doesn't send revenue data. In this case, you can specify the goal's value in the strategy settings.

• You need to analyze revenue data separately for multiple goals that are important for your business.

  For example, this can be useful if your online store has "Offline purchase" and "Online purchase" goals selected for "Revenue" metric calculations.

How is conversion value calculated?

The calculation prioritizes the value you specified manually in the campaign strategy settings. If you haven't specified a value for achieving the goal, it's calculated based on the revenue data that comes from Yandex Metrica, MMPs, or offline conversions.

To analyze conversion value for specific goals, select them in the Report Wizard settings. If no goals are specified, the value is calculated based on the goals set in the campaign strategy settings.

Example 1

A cosmetics online store sends revenue data to Yandex Direct through E-commerce in Yandex Metrica. The "Revenue" metric is configured to use a single goal, "E-commerce: purchase".

The campaign has two goals set up: "E-commerce: purchase" with a dynamic value and "E-commerce: add to cart" with a value of 100 rubles that you've set manually.

During the specified period, the store made 65 sales totaling 300,000 rubles, with shoppers adding 100 items to their carts.

In this case, the new Report Wizard will show you the following data:

• Revenue = RUB 300,000
• Conversion value = RUB 310,000

Revenue is calculated based on the goal selected in the "Revenue" metric settings: "E-commerce: purchase", which has a total value of 300,000 rubles.

Conversion value is determined by the goals set in the campaign strategy:

• "E-commerce: purchase" with a dynamic value of 300,000 rubles.
• "E-commerce: add to cart" with a value of 100 rubles that you've set manually.

Therefore, the conversion value will amount to: 300,000 rubles + 100 rubles * 100 items added to cart = 310,000 rubles.

Example 2

The campaign has a strategy with a CRR limit of 15% and two optimization goals: "E-commerce: purchase" with a dynamic value and "E-commerce: add to cart" with a value of 200 rubles that you've set manually. You want to analyze whether the strategy meets the specified CRR limit.

The revenue data reported by Yandex Metrica included 9689 rubles from purchases and 34,059 rubles from items added to the shopping cart. Shoppers added items to their carts 10 times.

In this case, the conversion value is 9689 + 2000 = 11,689 rubles. Expense is 1409 rubles. CRR by value is 12%.

Therefore, the campaign meets the target CRR value.

Revenue and conversion value in Yandex Direct reports

Report	Revenue	Conversion value
New Report Wizard	Yes	Yes
Report Wizard	No	Yes
Campaign page	Yes	No
Product campaign and Sales on marketplaces pages	Yes	No
"Account overview" report on the Overview page	Yes	Yes
"Dynamic placements in search results" report on the Overview page	Yes	No
Library of portfolio strategies	Yes	No

If you use the Yandex Direct API to collect statistics, all the fields you're currently using will keep working the same way. New fields will be available in the Reports service soon. Learn more.

Questions?