Yandex Ecomm+: Pay-per-Result Advertising for E-commerce

How does paying only for results work?

In the classic advertising model, you buy clicks or impressions, and whether sales follow is your risk. Ecomm+ shifts that risk to Yandex: the campaign is charged against a CPA or ROAS target, and you do not pay for impressions and clicks that do not convert. That is why, with this product, which event counts as a conversion and which revenue value is passed through matter more than anything else.

Yandex recommends starting the product with a test period. At the end of the test period, we decide whether to continue the campaign by looking at the portion of Ecomm+ sales that is genuinely incremental and does not overlap with other channels.

Getting started with Ecomm+: tag, feed and launch

Ecomm+ setup is an all-inclusive process in which the Yandex Ads team provides support from integration to launch. We prepare the technical side and take it live together with the Yandex team. The process has three core steps; the fourth item is a check we add. Because measurement errors flow straight into the invoice under results-based payment, we never skip these steps.

• Tag: The Yandex Ads tag (Metrica) is installed on the site, or a tracking system is connected for an app; the purchase event and cart value are passed correctly.
• Product feed: An existing feed in Google, Criteo or Facebook format can be used; we check that product IDs match the tag.
• Launch: The target CPA or ROAS is set and the campaign goes live with the Yandex team.
• In the first weeks, we clarify how returns and cancellations will be deducted from reported sales.

Which e-commerce categories does Ecomm+ suit?

Yandex lists fashion, beauty, consumer electronics, marketplaces, home, digital content, sports and auto parts as categories for Ecomm+. According to case studies published by Yandex, Saat & Saat from Türkiye achieved a ROAS of 23.34 in its campaign, and Eyüp Sabri Tuncer achieved 38.23. These figures are Yandex's own measurements; each brand's results vary with feed quality, price competitiveness and margin.

The product performs best on sites with a broad catalog, competitive prices and reliably measured purchase events. In single-product categories, or very high-priced categories where decisions take weeks, the results-based model may not reach enough conversion volume. In that case, we consider launching the campaign with lower-priced entry products to build conversion volume.

Measuring Ecomm+ alongside your other channels

In a results-based model, the most critical question is whether the sale really came from Ecomm+, or whether the last touch of a customer who would have bought anyway was credited to Yandex. That is why we examine Ecomm+ sales in GA4 by source and campaign, together with the channels the same customer came through earlier. If Criteo and RTB House campaigns doing the same job on the open web are running alongside, we filter out shared sales. Tracking the new customer rate separately shows whether Ecomm+ is simply recapturing loyal customers. We scale following the logic of growth experiments, changing budget and target one at a time.

Yandex Ecomm+: when do we recommend it?

How we manage Yandex Ecomm+

1. Measurement validationWe use test orders to check that the Metrica tag sends the purchase event and cart value correctly.
2. Feed preparationWe review the existing Google, Criteo or Facebook feed and match product IDs to the tag.
3. Target and test conditionsWe agree the CPA or ROAS target and the current test budget conditions for Türkiye with Yandex.
4. LaunchWe take the campaign live together with the Yandex Ads team and monitor the first weeks daily.
5. Incrementality readoutWe analyze Ecomm+ sales for overlap with other channels and for new customer rate.

Yandex Ecomm+: metrics and requirements

The Brand Move Yandex Team

To learn more about Yandex Ecomm+ or other Yandex ad formats, contact The Brand Move Yandex team today.

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