Optimization and retargeting to in-app events

Optimizing and retargeting for in-app events lets you show smart banners to users that interact with your mobile app. For example, part of your audience visits an online store only from a smartphone and views more products in the app rather than on the site. Use in-app events to target smart banners at such users.

This feature is available in the “Text & Image ads”, “Smart banners”, and “Dynamic ads” campaigns.

Statistics on in-app conversions are available both in Yandex Direct and in the Mobile Measurement Platform (MMP).

Yandex Direct supports the most popular Mobile Measurement Platforms: AppMetrica, Adjust, and AppsFlyer.

Use cases
Optimize conversions on your site and in your apps within one campaign

Increase the number of conversions in your campaigns. By using the same campaign for onsite and in-app conversions, you decrease your average CPA and help your ad algorithms learn more efficiently and increase your reach faster.

Retargeting for mobile app users

Expand your retargeted audience with those app users that demonstrate high conversion rates more often. Customize your audience segments: you can create campaigns targeted only at app users. You can also combine audiences from your site and from the app in one campaign.

Conversion of site users to app users

Increase the effectiveness of your sales from Yandex Direct. App users demonstrate higher engagement and view more products. However, they visit sites from their computers also. You can use retargeting to lead site users to your app.

Checklist for setting up campaigns with in-app events
  1. Set up your MMP to work with Yandex Direct.
  2. Set up an ad campaign based on the recommendations.

Adding an app to Yandex Direct

In the side menu, click Library and select Mobile apps. Click Add app.

Enter the link to the app in the AppStore or Google Play. Yandex Direct will upload the icon, price, rating, number of ratings and app specifications from the store.

Apps for different platforms (iOS and Android) are added separately.

Link the application in the Yandex Direct library with a relevant project in AppMetrica: in the App from AppMetrica field, select the name from the list.

If the relevant project name is missing from the list, go to AppMetrica and grant access to the application by following the instructions and specifying your Yandex Direct username.

Leave the Tracking link field empty.

Under Goals for the strategy, select the events to optimize for or to build a retargeting segment for.

Access for other accounts

You can allow other accounts to access app goals added to the library. If you have a sophisticated account structure in Yandex Direct, share access to the app from the account that hosts “Ads for mobile apps” campaigns.

  1. Open Library → Mobile apps and click Grant access.

  2. In the pop-up window, specify usernames who need to access the goals, then click Grant access.

The specified usernames will be granted access to the apps in your account library. You can use the goals specified for these apps in the campaign settings for the selected usernames.

Setting up an MMP

Setting up an MMP consists of 3 steps:

Setting up data collection in the mobile app

If you have already used retargeting based on in-app events in other ad networks, you can skip this step.

Checklist for setting up events in the MMP:
  • Make sure that the MMP collects events you want to optimize your campaigns for or make retargeting for.
  • If you are going to launch smart banners and dynamic ads, make sure that you collect the following events: product page viewed, product added to cart, product removed from cart, and product purchased. The events include the IDs of your products.
  • For the Maximum conversions strategy limited by the cost-revenue ratio, make sure also to set a limit on revenue.

If you don't know how to check the event configuration, contact the app developer or your MMP support.

Data format for Text & Image Ads

All types of markup are supported: regular Events, ECommerce, and In-App purchases.

Data format for smart banners and dynamic ads

ECommerce events markup is required. It's available for Android versions higher than 3.16.1 on and iOS versions higher than 3.12.0.

The following events are enough for smart banners to work:

  • showProductDetailsEvent
  • addCartItemEvent
  • removeCartItemEvent
  • purchaseEvent

Make sure to pass an SKU (product ID) in the ECommerceProduct class of each event. The other parameters are needed to populate the Ecommerce report.

Attention. Make sure that the product ID in the events matches the product ID in the feed: otherwise, you'll need to generate a new feed or re-launch the app with the other IDs.

Tracking openings

To make sure that AppMetrica can attribute conversions after clicks on universal or tracking links, set up tracking openings by deeplink.

In SDK version 4.0 and higher, tracking is automatic.

Requirements for the “Target cost revenue ratio” strategy

For conversions in this strategy, you can use ECommerce events or In-App purchase markup.

Setting up transmitting events

Set up transmitting in-app events from the MMP to Yandex Direct to use them in the Maximum conversions strategy or as retargeting criteria.

For Text & Image Ads

Events are transmitted automatically. You can use optimization and retargeting for goals.

For smart banners and dynamic ads

  • In the app settings, in the Metrika tag binding field, specify the Yandex Metrica tag.
  • The username must have access to the tag.

We recommend that you use the tag for the site where you have set up e-commerce: in this case, machine learning algorithms will include products viewed in the app for site users, and the other way round. This helps you increase the effectiveness of retargeting.

Setting up app links

Use universal links that will lead users to the app if already installed, or to the site if it isn't: this lets you increase the conversion rate for your campaigns.

Universal links let you use the same feed for the site, in smart banners, and in dynamic ads.

General rules for links

The app link must be suitable for counting conversions, that is:

  • Lead to the app if the app is installed.
  • Lead to the site if the app is not installed or the link is clicked on a computer.
  • Let the MMP attribute conversions to clicks.
How to check whether universal links are set up

Universal links have the format of a regular link (for example, avito.ru) and are enabled on the site and in the app without the MMP's SDK. If the app is installed, paste the link to Telegram or Notes and click it. The app should open.

If the app is not installed, you can check whether universal links are installed by uploading the following file to your site and replacing example.ru with your domain:

A page with text should open or a text file will be downloaded.

How to set up universal links

Instructions for different platforms:

If you can't or won't set up universal links for some reason, then you can use tracking links. They include the MMP's domain (for example, adj.st, onelink.me, redirect.appmetrica.com), and they are created in the MMP.

Universal links

Add the referrer=reattribution%3D1 parameter to your campaigns.

In smart banners and dynamic ads, you can add the parameter at the ad group level without making changes to the feed.

Recommendations for setting up campaigns

Create a Text & Image Ads, Dynamic ads, or Smart banners campaign. In the campaign settings, specify:

  • If a campaign leads users both to the app and site, use strategies optimized for several goals. Add conversions for your site and app. Set the values for them.

  • If you transmit revenue for goals and optimize the cost revenue ratio, use the Maximum conversions strategy limited by the cost-revenue ratio and optimized for several goals. Select the “dynamic” value for goals.

  • If you use AppsFlyer and universal links, then after selecting a mobile goal in the strategy section, enable Automatically send clicks to AppsFlyer.

  • For AppMetrica and Adjust, specify the special parameters in the link. For smart banners and dynamic ads, you can specify them in the ad group settings.

Have questions?

Attention. Our customer service department can only help you with the campaigns created under the same username you use to contact us. You can see your current login in the upper-right corner of the screen. Our team can access your data only when processing your request.

You can contact us from 10:00 to 19:00 (UTC+3) by phone:

Moscow: +7(495)780-65-20

Toll-free within Russia: 8(800)234-24-80, ext. 9


To access campaigns, a customer service specialist will need your PIN.