Cossa: last-click attribution hides up to 45% of assisted Yandex ad conversions
Up to 45 percent of the conversions Yandex Direct closes trace back to earlier touches on Yandex Промостраницы and UrbanAds, according to a Cossa analysis of associated-conversion data across the Russian ad ecosystem. The piece maps a typical buyer path: a Промостраницы article warms interest with a 40 to 50 percent read-through rate and sends up to 35 percent of readers on to a site or marketplace, a UrbanAds banner inside Yandex Go, Eda or Lavka lifts branded search 15 to 25 percent over the next 7 to 14 days, Yandex Direct then converts 1.5 to 2 times more often at a CPA cut by 30 to 35 percent, and the sale closes on Wildberries, Ozon or Avito, where external traffic adds 20 to 40 percent to organic sales through Deep Link while Avito contributes another 10 to 15 percent at a CPO 20 percent lower than standard search campaigns.
Cutting Промостраницы or UrbanAds because their last-click ROAS reads below 100 percent removes the layer that originates demand, since only 3 to 5 percent of first visits in this path end in an immediate purchase. Branded search volume in Yandex Direct drops 30 to 40 percent within three to four weeks after that upper layer is switched off, and the retargeting and look-alike segments Yandex Audiences builds from Промостраницы and UrbanAds traffic lose quality across every other campaign running on those signals. Buyers who pass through multiple touchpoints before converting spend 15 to 25 percent more per order than those who arrive on a single click, a gap multi-touch attribution in Yandex Metrica can surface before a channel gets cut.