Call and request conversions

A call conversion is a successful customer interaction with a call center or sales team that results in a conversion, such as buying a product or ordering a service.

A request conversion is a customer interaction with your site feedback form that results in a conversion, such as making an appointment or ordering a product.

You can enable the transfer of these conversions to Yandex Metrica. You can choose to transfer all calls and requests or only those verified by your manager. This way, you can filter out irrelevant contacts and analyze only the conversions that are valuable to your business. They're also called qualified leads. A qualified lead is a call or request from someone who confirmed their interest in your product or service.

How you can use information about verified calls and requests
  1. Optimize ads for target calls or requests in Yandex Direct.
  2. Don't show the ad to users who aren't interested in the product or service. For example, you can tag calls as “Spam”, create an associated goal in Yandex Metrica, and use it in the audience segment.
  3. Create custom Yandex Metrica goals using tags. For example:
    • Track target calls by their subject matter rather than by their duration: “Interest in the product (service)” or "Consultation on the purchased product (service) or warranty".
    • Tag calls to identify the branch that received the call and create a dedicated goal for each branch.

General recommendations

  • Send verified calls and requests processed by your sales team or call center to Yandex Metrica.
  • Send all calls and requests, including calls to numbers from the dynamic and static pools and requests from feedback forms.
  • For a higher attribution rate, collect and send the special user IDs that your data transfer format works with.
  • Send information daily or as it gets updated.
  • Optimize your ad campaigns for target calls and requests.

How to set up the transfer of calls and requests from a call tracker

Advantages of this format:

  1. You can quickly set up your goals in the interface without the help of a developer.
  2. You can use it as an intermediate option before fully configuring data transfer.
  3. You can set up additional goals to track calls and requests from the bottom stage of the funnel: for example, if you use a call tracker to monitor subsequent funnel stages.


  1. Only calls to numbers from the call tracker's dynamic pool can be attributed to Yandex Metrica sessions. This means that calls made to numbers from the static pool won't be attributed to sessions or count towards goals. The share of these calls can be as high as 80%.
  2. You can't send revenue information after completing a transaction or making an appointment unless you specify them in the call tracker.


If you integrate a call tracker with Yandex Metrica, information about calls and requests that were processed by your sales team or call center can be transferred between the services. Before and after you set up data transfer, add tags to call and request reports in your call tracker. Make sure you always do that. That way, Yandex Metrica receives tag information consistently and with minimal delays.

For example, suppose you use Calltouch for tracking calls. You tag the calls received by your sales team with the “PROPER” tag.

To transfer call information:

  1. Under Интеграции (Integrations) → Яндекс Метрика (Yandex Metrica), select the type of calls to transfer from the call tracker to Yandex Metrica:
    • Все звонки (All calls)
    • Уникальные звонки (Unique calls)
    • Целевые звонки (Target calls)
    • Уникально-целевые звонки (Unique targeted calls)
    If you select just one call type, Yandex Metrica only receives calls of that type. We recommend transferring calls of all types.
  2. Go to Yandex Metrica. After you select a call type, Yandex Metrica shows goals for the types that you set in the call tracker, along with a “Calls, detailed” report, which contains data on these goals. Make sure the calls in the report are correctly tagged in the Tag label column.

  3. Create a “Call” goal in Yandex Metrica and specify the tag that you use in the call tracker for customer interactions with the sales team (“PROPER” in our example).

Only calls with the specified tag will count towards the goal.

Requests form feedback forms

  1. Create a “JavaScript event” goal in Yandex Metrica and assign it an arbitrary ID. Make sure the goal can't be triggered by actions on the site. For example, if you set request-calltouch as the goal ID, the site code shouldn't contain any JavaScript objects with that ID.
  2. Go to the call tracker and configure all requests to be sent with the ID that you specified in Yandex Metrica. In the dashboard of the selected project, go to Интеграции (Integrations). Select Отправка данных во внешние системы (Send data to external systems) → Яндекс Метрика (Yandex Metrica). Add a condition to only transfer events that are tagged as interactions with the sales team to Yandex Metrica.

How to transfer calls and requests from your CRM

To transfer all qualified calls and requests to Yandex Metrica, set up the data transfer from your CRM system or any other storage. You can use this option even if you don't have a call tracker or if you want to send more detailed information about customer interactions.

CRM formats

With these formats, you can attribute conversions to sessions by the "e-mail" or "phone" field (even if they're MD5 encrypted) or by ClientID. This way, you can transfer all customer contacts, including calls made to numbers from the call tracker's static pool, and update conversions within a 90-day period. For example, you can transfer data about the qualified lead first and about the final transaction later. You can also transfer information about the revenue that you received from the contact.

You can transfer information in one of the following ways:

  1. Upload to the Conversion center (guide).
  2. Connect to the Yandex Metrica API (guide).
  3. Set up integration with Bitrix24 (guide).
  4. Connect the Albato automation service (guide).

Offline conversions

With this format, you can choose to transfer only the contacts with a special ID, as well as to send information about the revenue that you received from the contact. You can't transfer calls that were made to numbers from the static pool.

To transfer information about offline conversions, configure your site to collect ClientID or yclid and pass them to your CRM, or send UserID from the CRM to Yandex Metrica. Learn more about the format.

Special user IDs
ClientId yclid UserID

Unique user ID from Yandex Metrica.

Set up collection of this ID type

Click ID from Yandex Direct.

Set up collection of this ID type

User ID from your CRM.

Set up transferring this ID type to Yandex Metrica

This format is suitable for the following cases:

  • The site only has a feedback form. When a user fills it out, you can transfer a special user ID from the site to your CRM or transfer it from the CRM to Yandex Metrica.
  • The site has both a feedback form and dynamic numbers for direct calls. You can only obtain a special ID for the customer contact in the latter case. In this case, the share of calls to numbers from the dynamic pool should approach 100%.

With this format, you can transfer information in either of the following ways:

  1. Connect via the Yandex Metrica API (guide).
  2. Manually upload data to Yandex Metrica (guide). This method sometimes delays the training of automatic strategies, which need to receive new data at least once a day.