What can cause strong fluctuations in the number of conversions in Yandex.Direct?

Question

contextual advertising

There is an advertising campaign with two stable indicators that do not understand what they depend on.

1. an average of 15 conversions per day for 500 rubles each
   
2. and 3-5 conversions for 1500 rubles each
   

Conventionally, if no changes are made to the company, then a couple of days a week will be as written under number 1 and a couple of days as under number 2. The next week will be the same, etc.

On what could this depend, please tell me?

Answer 1

What's embarrassing about that? You need to look at the cost of a conversion over longer periods, and not on the example of individual days. Statistics on small numbers are not representative.
It may depend on many factors. Starting with the fact that there is a dependence of the conversion on the day of the week. For example, we are all used to the fact that the number of orders for food at home increases on weekends, but we don’t think about the fact that binding to the day of the week happens in other types of businesses. So on Monday business activity is, of course, higher than on Friday.
Including from the work of Yandex strategies and algorithms. Which, for example, are more active at the beginning of the week.
And down to the factors of influence of competitors. Because they can change their strategies and rates depending on the day of the week, their budgets or the phase of Mercury.
No wonder Yandex.Direct has the ability to add bid odds depending on the hour and day of the week. Calculate the trends that you have, add coefficients and read statistics at least weekly.