Engaged session figures
This summer, the new Report Wizard will become the primary tool for campaign analytics
To ensure a smooth transition, we've prepared a detailed guide covering everything from standard settings to new features that make managing and reviewing campaign performance faster and easier.
Engaged session (ES) metrics show you how likely users are to complete conversion actions (make purchases, submit forms, confirm registration) on the promoted site.
ES statistics have been available since July 14, 2017 for all campaigns that promote sites with Yandex Metrica tags.
ES indicators
Engaged sessions (ES)
This is the overall session convertability rating from Yandex Direct. This figure represents how interested the users who clicked on your ad are in your product or service.
Using machine‑learning algorithms, Yandex Direct analyzes sessions of users who clicked your ad and predicts how likely they are to complete a conversion action on your site. The forecast is based on data about page views, page depth and viewing time.
The convertability of each session is rated in points from 0 to 1. Points for selected sessions are added together. Their total number may be fractional.
Cost per engaged session (CPES)
The average cost per conversion, or the ratio of ad expenses to sessions' conversion rate (Expenses/Engaged sessions).
Engaged session rate
Conversion effectiveness, or the ratio of sessions' conversion rate to the overall number of ad clicks (Engaged sessions/Clicks × 100%).
Usage in campaign analysis
Engaged session metrics help you evaluate campaign performance when you haven't set up goals in Yandex Metrica or when your existing goals don't provide a clear picture of how your ads are performing.
If you do use a goal in Yandex Metrica to analyze ad placements, compare the goal data with engaged session figures. If there is traffic in the conversions cross section for a goal, but no traffic displays for engaged sessions (or vice versa), then check your campaign settings, site structure, and the goal you are using to measure productivity.
To find out what ad formats, audiences, sites, and display regions result in the most converted sessions, compare relative indicators — Cost per ES to ES rate (%) in various cross sections.
If you analyze your ES metrics regularly, you will have a better idea of what changes you can make to your campaign or site to make your ads more effective.
For example, ads display in different formats for network campaigns. Compare your statistics for different formats. Based on your statistics for CPES and ESR (%), you can decide whether your videos are effective in attracting your target audience. You can then set a bid adjustment to raise your bid for ads with videos to increase the likelihood of serving them.
Dashes in a report
You will see dashes in the report columns if:
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The cross-sections you select for the report contain an insufficient number of clicks to determine session convertability. Increase the statistics viewing period or change the grouping of data, cross-sections, or filters.
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You didn't specify a Yandex Metrica tag in your campaign settings.
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You haven't added a Yandex Metrica tag on your site.
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An App promotion campaign is being analyzed.
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You haven't accumulated enough campaign statistics to calculate a forecast.
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