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Yandex.Metrica
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Content
• What is Yandex.Metrica for?
• How it works
• How to install Yandex.Metrica on a website
• Interface
• What to monitor in Yandex.Metrica
• Links
Yandex.Metrica or Yandex Analytics is a service provided by the Yandex search engine for accounting and analyzing visitors to a website. With its help, you can get detailed reports on visitor actions, information about traffic sources, and draw your own conclusions about the website's efficiency. Yandex Analytics is also integrated with such services as Yandex.Market and Yandex.Direct.
What is Yandex.Metrika for?
Yandex Analytics is used as a tool for evaluating website visitors and their actions. In addition, Metrica can check the operability and accessibility of the site, and if problems arise, the owner receives an SMS notification.
The service allows you to:
• Analyze in detail the traffic to the site from various sources,
• Find technical errors in optimization,
• Create custom analytics ("Reports" feature) based on the data collected by the system,
• Analyze in detail the actions of users on the pages of the site, including videos of individual visits,
• Evaluate the effectiveness of marketing and advertising campaigns,
• Identify different characteristics of the target audience (TA) and similar parameters.
In general, Yandex.Metrica allows you to effectively carry out the development and promotion of the site, optimize the advertising budget and even improve the product based on data on the behavior of the target audience on the website.
How it works
To use this analytical tool, you need to install the counter code on the site by entering the key created by the service in the code of the pages. When visitors perform actions on the pages of the site, the counter transmits this information to Yandex.Metrica. In this way, a data warehouse is created for Metrica, where information about the site's visitors and actions is recorded from the moment the counter is installed.
How to install Yandex.Metrica on a website
Authorization: If you don't have an account yet, register and go to the Yandex.Metrica page.
Creating a counter: Click the "Add counter" button.
It is absolutely necessary to fill in all the fields of the opened page: "Counter name" and "Site address". At the same time, it is recommended to check the "Webvisor, heat map, form analysis" items.
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| pic. Yandex Metrica counter code set up |
Installing the counter: In the "Settings" section, go to the "Counter code" tab. Copy the HTML code and place it on all pages of your site. The most advantageous position for correct data collection is at the beginning of the page.
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| pic. Yandex Metrica counter code for installation |
Interface
"Summary" is the main page of Yandex.Metrica, which opens when you log in to the counter. It presents the main statistical data - the number and age of visitors, their classification (new or all), traffic sources, bounce rate, depth of view, latest search terms, the most popular pages of the site, and more. The information can be filtered by time - display statistics by day/week/month/year or any other time period.
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| pic. Yandex Metrica "Summary" Tab |
"Reports" tab contains various analytical options for your website. They are all divided into three tabs, two of which are filled in by the site owner. Reports are formed according to the goals set in the "Settings".
"Standard" - a complete list of all possible reports, which allows you to know the number of visitors from "Yandex", Google and other search engines, traffic sources and information about visitors, etc.
"My" - reports created by the site owner personally.
"Favorite" - a part of the standard reports is fixed to be quickly accessible.
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| pic. Yandex Metrica "Reports" tab |
"Maps": Graphical representation of analysis of clicks, scrolling, transitions and form filling. This tab is used to analyze the visitor's behavior, identify weaknesses in the user interface, and determine the most popular sections for visitors.
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| pic. Yandex Metrica "Maps" Tab |
"Webvisor": A Yandex.Metrica feature that tracks the actions of site visitors. All user actions during a single visit are displayed in the form of a recording. "Webvisor" shows text highlighting, button and field clicks, page scrolling, mouse handling, visit duration, browser type, operating system and server IP address.
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| pic. Yandex Metrica "Webvisor" Tab |
"Segments": These are saved parts of reports that can be used in the workflow. To create a segment, just click the "Segment" button while viewing the report.
"Settings": This menu includes the main information about Metrica - your counter number, name, site address, counter code, and much more. The "Settings" also include the goals for the reports. They can be of the conversion (statistical data) and attribution (for audience selection for Yandex.Direct advertising based on given characteristics) types.
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| pic. Yandex Metrica "Settings" Tab |
"Target Audiences": This service is paid. The tool allows you to analyze call statistics, as well as compare the effectiveness of different channels.
What to monitor in Yandex.Metrica
Traffic volume: The "Summary" menu presents the "Visitors" and "New Visitors" graphs. If you need more detailed information, you can use the "Visitors" report.
User engagement: You can find out how interested the visitor was in the site based on the number of returns, the total number of visits and the frequency of visits. Yandex Metrica also has data on the moments of user leaving. This will allow you to draw conclusions about the usability issues of the site.
Traffic sources: Metrica will show whether the visitor came to the site from organic search, a link from another site, or clicked on a paid ad. This will allow you to understand how effective a particular advertising campaign is.
Keywords: Yandex.Metrica collects statistics on the keywords that visitors used to find your site. For each one, you can see which search engine the transition was made from and how the query was formulated. This feature helps to assess the success of web resource optimization.
Conversion: The service tracks the fulfillment of certain target actions by the site visitor. For example, this can be filling out an order form or a callback, clicking the "Buy" button, and many other actions. The tracked events are defined in the "Goals" menu.
Visitor characteristics: In Yandex.Metrica, you can collect information about the gender, age, interests, and location of your visitors. This will help you better understand your target audience and optimize your site for them.
Information about the site pages: For each page, a map of clicks, scrolling and views is compiled. You will be able to analyze the visitor's actions and find out which interface elements work well and which do not perform their task. The "Webvisor" also greatly helps in identifying problems.
Links
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* https://Metrica.yandex.ru
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