Statistical fluctuations

Site revenue depends on many parameters: the page content of your site or searches entered by users, position and format of ad units, number of advertisers and their CPC. For this reason, Yandex can't guarantee specific revenue for a website.

Possible causes of statistical fluctuation

There are several main factors that can influence the revenue of your site.

  • Time targeting. Advertisers can assign various temporary targeting parameters for their ads. For example, they could decide not to display ads at night or during certain days of the week (for example, on weekends). This could change the number of ads selected for impressions and, as a result, lead to changes in the CPC and CTR of displayed ads.

  • Geography. Many advertisers target their sites toward people who live in certain areas, so revenue is also influenced by the geographical location of site users. If your site has a large percentage of foreign users or users from regions of Russia and CIS countries with a small number of advertisers, your site could possibly display less ads or perhaps none at all. If this is the case, you can automatically display your own ad or an alternative ad for units in order to maximize your revenue.

  • Time of day and day of the week. Please note that the number of users of your site is also susceptible to changes depending on the time of day and day of the week. The number of users increases during working days and business hours and drops during weekends, days before holidays and during holidays.

In addition, Yandex is constantly working to improve its ad selection algorithms and strives to make ad products more effective and increase its partners' revenues. Modifications to algorithms could be accompanied by insignificant fluctuations in site revenue.

Seasonal statistical fluctuations

Seasonality can affect the revenue of your website in different ways:

  • The number of visitors may vary. For example, during the holiday season and May holidays in Russia, the number of internet users decreases, which means the number of impressions decreases as well. During this period, some advertisers pause their ad campaigns, which also leads to a temporary drop in revenue for your site.
  • Ads for seasonal goods and services may appear on your website before holidays like Mother's Day or Saint Valentine's Day. During such periods, competition grows between advertisers of seasonal goods. This could increase CTR and CPC on your site and, as a result, your revenue might increase.

To learn how interest in various goods and services changes based on the season, use the Keyword Statistics service:


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