Setting up campaigns based on Web+App scenario

Strategy settings

Conversions

At least one goal from the iOS and Android mobile app is added to the campaign.

Make sure that:

• The goals are selected from the app whose App ID is specified in the MMP.
• In the MMP's integration settings, the event is associated with the desired goal ID in Yandex Direct.
• In the Yandex Direct Library, the same goal ID is selected on the app page as in the MMP.

Weekly campaign budget

If you are adding in-app goals to the current campaign, look up their statistics for the previous period and determine their CPA. Multiply the resulting CPA by 20: this will be your recommended weekly budget.

Even if you have set the cost revenue ratio as your campaign's KPI, it still makes sense to evaluate the average CPA, multiply it by 20, and enter the weekly budget.

Set up a goal-driven strategy for your campaign:

Maximum conversions at a given cost revenue ratio

1. Select the “Maximum conversions” strategy with the spending limit based on the cost revenue ratio (CRR).

2. Specify the desired CRR metric.

3. Add the goals (conversions) for your site and mobile apps. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.

4. Set the dynamic goal value. To optimize your cost revenue ratio campaign for in-app goals, set up revenue collection and delivery based on events in Yandex Direct.

5. Set a weekly budget. It should be enough for 10 conversions or more, but better for 20.

Maximum conversions with exact CPA

1. Select the “Maximum conversions” strategy with the spending limit based on the cost revenue ratio (CRR).

2. Specify CRR of 100%.

3. Add the goals (conversions) for your site and mobile apps. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.

4. Set the value for each goal manually. The value is equal to the cost that you pay per conversion. Keep in mind that your account is debited for each goal achieved.

5. Set a weekly budget. It should be enough for 10 conversions or more, but better for 20.

Maximum conversions with optimization for multiple goals and a weekly budget limit

1. Select the “Maximum conversions” with a weekly budget limit.

2. Specify the weekly budget. It should be enough for 10 conversions or more, but better for 20.

3. Add the goals (conversions) for your site and mobile apps. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.

4. Set the value for each goal manually.

“Maximum clicks” or “Maximum clicks with manual bids” strategy

In the “Maximum clicks” or “Maximum clicks with manual bids” strategies, add in-app goals as your priority goals. Check that the indicator next to the goal is green. If the goal indicator is gray, it fails to receive event data from the app.

Tracking parameters of links

An ad link must include a set of mandatory parameters that are necessary for tracking in-app traffic. The parameters allow the tracker to determine the source of traffic to the app, the specific campaign, and so on.

Add both tracking parameters and UTM tags to your ad link. That is, the ad links specify tracking parameters both for the web traffic and app traffic. If some or all of the mandatory tracking parameters for app traffic aren't specified in the link, then neither the MMP nor Yandex Direct will have conversion data.

Similarly to UTM tags for web traffic, you can add tracking parameters for app traffic to your ad link under URL parameters at campaign, group, or ad level.

Parameters in universal links

• AppMetrica
• AppsFlyer
• Adjust

Required parameter:

• referrer=reattribution%3D1

Sample link with tracking parameters:

https://example.ru/cars/new/group/bmw/3er/21398591-21398651?utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_name}&referrer=reattribution%3D1

You do not have to add the required parameters to the link, but you must enable data delivery to the MMP at the campaign level.

Make sure that automatic data delivery to AppsFlyer is enabled. The section is immediately under the strategy settings, on the campaign edit page.

If you use OneLink tracking links in your campaign, you don't need to enable the setting. In this manner, your traffic parameters might get duplicated, which can distort statistics.

Required parameters

• adjust_ya_click_id={logid}
• adjust_campaign={campaign_name}
• adjust_t=abc_def // You can use the adjust_tracker parameter instead of adjust_t

Sample link with tracking parameters:

https://example.ru/cars/new/group/bmw/3er/21398591-21398651?utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_name}&adjust_ya_click_id={logid}&adjust_t=abc_def&adjust_campaign={campaign_name}

Parameters in tracking links

• AppMetrica
• AppsFlyer
• Adjust

Mandatory parameters

• appmetrica_tracking_id=00000000000000000
• referrer=reattribution%3D1
• click_id={LOGID}
• campaign_id={campaign_id}

Sample link with tracking parameters:

https://0000000.redirect.appmetrica.yandex.com/cars/new/group/bmw/3er/21398591-21398651?appmetrica_tracking_id=00000000000000000&referrer=reattribution%3D1&click_id={LOGID}&campaign_id={campaign_id}&utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_name}&path=%2F cars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651

Required parameters

• pid=yandexdirect_int
• clickid={logid}
• is_retargeting=true

Sample link with tracking parameters:

https://example.onelink.me/AbcD?pid=yandexdirect_int&is_retargeting=true&clickid={logid}&c={campaign_name}&utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_name}&af_dp=autoru%3A%2F%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651 &af_web_dp=https%3A%2F%2Fauto.ru%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651 &af_ios_url=https%3A%2F%2Fauto.ru%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651 &af_android_url=https%3A%2F%2Fauto.ru%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651

Required parameters

• adj_ya_click_id={logid} or adjust_ya_click_id={logid}
• In fallback Url(adjust_redirect или adjustfallback) inside the tracking link: yclid=. {logid}

Sample link with tracking parameters:

https://sb00.adj.st/cars/new/group/bmw/3er/21398591-21398651?adjust_ya_click_id={logid}&adjust_t=abc_def&adjust_campaign={campaign_name}&utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_name}&adjust_deeplink=autoru%3A%2F%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651&adjust_redirect=https%3A%2F%2Fauto.ru%2Fcars%2Fnew%2Fgroup%2Fbmw%2F3er%2F21398591-21398651%3Fyclid%3D{logid}

Learn more about setting up links.

Audience of smart banners or product ads in unified performance campaigns

Offer-based retargeting by the application audience follows the same logic as for the web audience.

The audience of smart banners or product ads in unified performance campaigns will be automatically enriched with app users if you follow all the setup recommendations:

• In the MMP, set up delivery of the following funnel events to Yandex Direct: product page viewed, item added or removed from shopping cart, item purchased.
• Specify your Yandex Metrica tag in the MMP's integration settings.

Due to advanced signals about user behavior, such campaigns begin attracting even more conversions.

Settings that shouldn't be used in the Web+App scenario