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 transferred 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.

Setup conditions

A Yandex.Metrica tag is installed on the website and goals are set
  1. The Yandex.Metrica tag must be linked to a campaign in Yandex.Direct. Details

  2. The code snippet is installed on the advertised site. Yandex recommends that you install the code snippet on all pages of your site.

  3. Only non-compound goals are appropriate for the strategy.
The goal ID value transfer in Yandex.Metrica has been configured
  1. Ecommerce has been connected or the transfer of goal price has been configured.

  2. For ecommerce “Purchase” goal, the goal ID will be automatically transferred by Yandex.Metrica. For other goals, the transfer 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/Sweatshirts and hoodies",
                        "variant": "Orange"
                        "id": "25314",
                        "name": "Yandex women's hoodie",
                        "price": 1543.62,
                        "brand": "Yandex",
                        "category": "Clothing/Women's clothing/Sweatshirts and hoodies",
                        "variant": "White",
                        "quantity": 3
Enough campaign statistics have been accumulated
  1. Your campaign must have had at least one converted session since it launched (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.

    If you indicated in your strategy settings that you only want toserve your ads in networks, then only converted sessions and clicks from ad networks (YAN and ad exchanges) are taken into account.

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 RUB (values for other currencies).

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 Yandex.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.

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.