What advertising cost share is and how to calculate it

ДРР is the share of advertising spend in the revenue that promotion brought. The Yandex Direct glossary defines it as the ratio of promotion spend to the revenue that promotion brought, and it says the metric is measured in percent. The glossary does not write out the fraction and does not say whether revenue means turnover or profit. To calculate it from a report, use Metrica’s formula rather than inventing a multiplier for the glossary.

How to price one goal visit next to this share is covered in the article on CPA. The share answers a different question: what part of revenue went into spend, not what one visit cost.

Two formulas that are easy to fold into one

In the report at “End-to-end analytics → Sources, expenses, and ROI,” advertising cost share on ecommerce revenue is labeled as the share of promotion spend against total ecommerce revenue and is calculated as spend / total ecommerce revenue. Share by goal = spend / goal value. The second needs a “goal event” goal and revenue on the goal. The first needs total revenue in the ecommerce data.

The formula on the page has no × 100, even though the Direct glossary calls the share a percent. The page does not say how the interface rounds the ratio into percent. You cannot insert a × 100 into that fraction on your own: it is not there.

ROI on the same page is calculated differently. ROI by revenue = (total revenue − spend) / spend × 100. ROI by goal = (goal value − spend) / spend × 100. ROI by goal needs a “goal event” goal and revenue on the goal. The help treats a higher ROI as more profitable advertising. Zero means no extra revenue: only the costs came back. A negative value means more was put into advertising than came back. Spend of campaigns billed per impression is not shown in Metrica reports. The page does not use the word ROMI. It does not measure the percent by which fraud lowers ROI. This is not the Direct glossary formula: there ROI is defined without a × 100.

A teaching example, not a norm. Spend of 20,000 ₽ and ecommerce revenue of 80,000 ₽ give a revenue share of 20,000 / 80,000 = 0.25. ROI by revenue in Metrica’s formula is (80,000 − 20,000) / 20,000 × 100 = 300. Both numbers come from the same sums, and they are not interchangeable. The share divides spend by revenue. ROI subtracts spend from revenue and divides by spend.

You can add revenue and advertising cost share to the “Placements” report in Direct’s library. The report is filtered by the “Networks” type and by the statuses “Active” and “Stopped.” Groupings: placement type, name, campaign number, and campaign name. Metrics: spend, impressions, clicks, conversions, CR, CPA. A column can be filtered by spend for the period. The help’s filter example is spend over 1,000 rubles. One thousand rubles is an example of an interface filter, not a threshold for a suspicious placement.

A strategy limit asks for revenue, not for a payment fact

For the “Maximum conversions” strategy with a limit on advertising cost share, you pass the revenue from promotion into Direct: the value and the currency of the goal value. The help lists the ways: the “Autocollect: order placed” and “Autocollect: purchase” goals for an online store, a value in the strategy settings, goal revenue in the Metrica interface, reachGoal with a value, and ecommerce with a price.

The page explicitly allows the value in the Metrica interface to be an average order value or an approximate estimate, without exact financial figures. That is not an export of a payment fact from a CRM. A share calculated from such an estimate repeats the estimate, not the cash register.

“Maximum conversions” strategies with an average target, including average conversion price or advertising cost share, pick bids from a conversion forecast. The average is held for a calendar week; on individual days it can be higher or lower. The help names 10 conversions a week as the minimum for learning, 70 for app promotion, and asks you to judge the result after 7–14 days. Those are learning conditions, not a fraud threshold.

An adjustment changes the target. At 200 ₽ per conversion and a group adjustment of +50%, the group’s average conversion price is 300 ₽. If you need to stay on the price you set, the page suggests paying for conversions rather than for clicks. The same applies to advertising cost share as to average conversion price: the limit is a weekly average, not a ceiling on each day.

Spam and invalid clicks are not subtracted from the share and ROI formulas on the expenses page. That loss share is counted separately, as in the article on budget loss. CTR is not in the share fraction: the share looks at revenue and spend, not at clicks over impressions. Robot share in a report is not an adjustment to the share either — what the percent means is in the article on robot share.