Yandex.Metrica: Tool Overview, Key Reports

Contents:

• Briefly about Yandex.Metrica reports and functions
• How to analyze traffic and get more visits
• What you can learn about your target audience and how to use it
• How to evaluate user behavior and get more leads
• The main thing you can do in Yandex.Metrica reports

This article was prepared with the support of experts in this field. We strive to provide relevant and useful information to help you better understand the topic at hand. Importantly, our content is based on thorough analysis and research, ensuring its high quality and usefulness. We hope the materials presented will assist you in your search and help you make informed decisions.

I am a certified training expert from Yandex and Marketing Director at the digital agency WebCanape. With extensive experience in internet marketing, I specialize in developing strategies that help businesses effectively promote their services and products online. My goal is to facilitate company growth through process optimization and the implementation of modern digital solutions.

Yandex.Metrica is a free Russian analytics tool that allows you to analyze website traffic and user behavior. It offers numerous reports and features, which can make navigation and understanding the data challenging. With Yandex.Metrica, website owners can track key metrics such as the number of visitors, traffic sources, and user behavior on pages. This allows you to optimize content and improve the user experience, which in turn helps increase conversion and attract new customers.

If you're looking for information on how to get started with Yandex.Metrica, this guide will be a useful resource for you. We'll start with a brief overview of the service's main reports and features. Then, we'll take a detailed look at how to effectively solve common problems with Metrica and which reports you'll need to do so.

• What reports and features are available in Metrica
• How to analyze traffic and get more visits
• What you can learn about visitors and how to use it
• How to evaluate user behavior and get more leads

Of course, I'm happy to help you with editing the text. Please provide the source text that needs to be revised.

For the reports to work correctly, Yandex.Metrica must be configured correctly. You can find detailed setup instructions in our guide.

A Brief Overview of Yandex.Metrica Reports and Features

When you log in to Metrica, you'll see a panel on the left with various reports and features. The most frequently used tabs are "Summary," "Reports," "End-to-End Analytics," "Webvisor," "Visitors and Clients," and "Maps." Let's take a closer look at the contents of each of these tabs.

The "Summary" section presents key metrics such as the number of visits and visitors, behavioral factors, and user characteristics. This overview is essential for quickly checking the health of your site, allowing you to identify potential issues, such as a sudden drop in traffic or conversions. Regular analysis of this data helps maintain optimal site performance and take timely measures to improve its effectiveness.

The dashboard can be customized to meet your individual needs by selecting key metrics for ongoing monitoring. For example, you can track site loading speed, traffic volume from a specific ad network, or the number of items added to cart. This approach allows you to more effectively manage resources and optimize marketing strategies, which ultimately leads to higher conversions and a better user experience.

The "Reports" section presents basic site information, structured by group. Here you will find key data that will help you better understand the performance and effectiveness of your resource.

• Traffic. This is a single traffic report - it displays the number of views, visitors and visits, the share of new visitors, bounces, viewing depth, and the time visitors spend on the site. The graph allows you to quickly understand whether traffic is growing or declining, and the metrics show whether people are staying on the site.
• Sources In the general report, you can see which sources bring the most traffic. In the reports by sources, you can see in detail which links or keywords users come from.
• Audience. In this group of reports, you can learn about audience characteristics - gender, age, geography. You can also learn about their loyalty and activity: what time of day they visit most often and how many pages they study per visit.
• Content. Data on which pages are visited and which site elements are interacted with most often. For example, here you can see which social networks are most often shared and in what language the page headings are loaded.
• Technology. The reports show what site visitors use: what operating systems and browsers they have, whether cookies are enabled, whether there are ad blockers.
• Monitoring. A summary of the site's status: availability, page loading speed, and its load.
• E-commerce. This group of reports is for those who sell products on the site. It contains data on orders and user interactions with products.
• Monetization. This group of reports is for those who have connected their site to YAN or Adfox and are earning money from displaying ads.

In addition to the main report categories, there are also "Experimental" reports. These reports do not fall into standard groups and are created to test new approaches. The Metrica system uses them to monitor user interest. Based on the data obtained, the most successful experiments are integrated into the main reports, which improves the quality of analysis and provides more relevant information to users.

Each report offers customization options: you can change how data is displayed, add new metrics, and analyze the behavior of individual user segments rather than the entire audience. After making changes, you can save the report, which will be placed in the "Custom Reports" tab. You can also create a new report from scratch. By default, the "Sources, Summary" report is available, which can be customized to suit your needs.

End-to-end analytics is a technique that allows you to collect data from various systems. Within Metrica, it integrates information from reports and CRM systems, enabling a deeper analysis of sales performance. This approach is essential for understanding the contribution of various marketing channels, such as contextual advertising, media publications, and targeted advertising on social media, including VKontakte. With end-to-end analytics, companies can make informed, data-driven decisions, which helps optimize advertising strategies and increase sales.

The report created in the end-to-end analytics section presents data on costs, number of orders, and revenue for each channel. These metrics can be drilled down to the level of individual ads, allowing you to determine which ones are performing most effectively. You can learn more about setting up end-to-end analytics in Metrica by following the link below.

Webvisor is a powerful tool for analyzing visitor behavior on your website. The Webvisor section displays a list of visits, including key data such as browser, user country, and referral source. Each visit can be viewed as a record, allowing you to study in detail which pages the user navigated, which buttons they clicked, and when they left the site. Using this tool, you can better understand your customer behavior and optimize your website for increased conversion. Additional information about the functionality of "Webvisor" can be found in the corresponding section.

The "Visitors and Clients" report provides comprehensive information about user activity on the website. This report lists all visitors who have ever visited the website, indicating the number of visits and purchases made, as well as the total amount spent. Users can obtain detailed data on each client, including visit dates, pages visited, and referral sources. This report helps you analyze customer behavior and optimize marketing strategies to increase conversion.

Analyzing post-purchase data provides valuable insights into the conversion process. By examining their browsing history, you can identify which products they compared and determine which pages led them to checkout. This information can help optimize the customer journey and improve the effectiveness of your marketing strategies. Understanding user behavior on your website is key to increasing conversions and improving the user experience.

The "Maps" section provides information on which elements users click most frequently. This section includes four different reports that allow you to analyze user behavior and identify the most attractive areas of the site.

• The link map shows how often different links are clicked;
• The click map shows which areas of the page are clicked;
• The scroll map shows how far people scroll down the pages;
• The form analytics shows how users fill them out.

The heat map displays data using a color scheme, where blue symbolizes minimal activity and red symbolizes maximal activity. However, it is possible to use alternative visualization options, such as transparency maps or monochrome maps. These maps also represent activity using color legends, but using different shades. This allows for a more flexible approach to data interpretation and makes visualization more informative for analysis.

Metrica offers a variety of features, each designed to solve specific problems. For example, scroll and click maps are useful for usability assessment, while end-to-end analytics are essential for online stores. We'll look at three key Metrica features that every marketer will find useful: traffic analysis, target audience analysis, and user behavior analysis. These tools will help you better understand your website visitors, optimize marketing strategies, and improve business performance.

How to Analyze Traffic and Get More Visits

It's important for a marketer to understand how many users visit a website and where they come from. This data allows you to analyze the effectiveness of marketing campaigns and optimize strategies to attract the target audience. Knowing traffic sources helps identify the most successful channels, whether they're search engines, social media, or direct traffic. By analyzing these metrics, you can improve user experience and increase website conversion.

To determine if your website traffic is increasing, consult the "Traffic" report. This report presents data on the number of visits and unique visitors. The graph clearly shows traffic trends, allowing you to track them by day or week. This way, you can confirm that your efforts are paying off and that visits are indeed increasing. Regular analysis of this data will help optimize your marketing strategy and improve your content, which will further help attract a new audience.

Data can be drilled down to the keywords and links that bring users to the site. For more in-depth analysis, we recommend using specialized reports. For example, the "Search Queries" section provides information on the phrases users use to find the site, while the "Social Media" section displays the number of clicks from various platforms and analyzes user behavior on the site. This approach helps you better understand traffic sources and optimize your content for greater effectiveness.

To increase traffic to your website, use the following methods. First, search engine optimization (SEO) will help improve your site's visibility in search results. Use keywords that match your target audience's needs and place them strategically in headings and text.

Secondly, creating high-quality and unique content will attract users' attention and increase its likelihood of being shared. Regularly updating your blog or news section will keep your audience engaged and increase your chances of getting backlinks.

Thirdly, actively use social media to promote your content. Share links to articles and posts, engage with your audience, and build a community around your brand.

Also, consider using email marketing to attract returning visitors. Regular newsletters with interesting content can encourage users to return to your site.

Finally, analyze your traffic data using analytics tools. This will help you understand which traffic sources are working best and adjust your strategy accordingly.

• You can find search phrases for which your site is already showing up in search results but is not receiving many visits. You can create dedicated pages for these phrases and target them for traffic.
• Create a semantic core and see which phrases aren't yet driving traffic to the site. Create separate pages for them to cover all user queries.
• See which days the resource receives the most traffic. Understand the reason for this and replicate the success. For example, if traffic grows after seeding on VKontakte, post more on that social network.
• Evaluate the bounce rate and the time spent on the site for clicks from ads. If users quickly leave the site, understand the reason for their behavior and address it. For example, set up advertising for different keywords or improve the landing page.
• Evaluate which resources are most often used to visit your site. If you regularly post content on a site, but there are no clicks from it, analyze the situation. After this, you can stop posting articles there or reconsider your approach: for example, attract users with discounts and gifts.

What can you learn about your target audience and how to use it

Website visitor data is presented in two main report groups: "Audience" and "Technology." These reports provide key information about user characteristics and the devices they use, which allows you to optimize content and improve the user experience. By analyzing data from the "Audience" group, you can learn about the demographics, interests, and behavior of visitors. In turn, the "Technology" section provides information about device types, operating systems, and browsers, which is important for adapting the site to different platforms.

How do you find out who visits your site? A variety of user reports are available in the "Audience" section. Important data can be found in reports on geographic location, age, gender, and long-term interests of users. The graphs show who visits the site more often—men or women, residents of Russia or the United States, and minors or people over 25. For each audience segment, data is provided on the number of visits, bounce rate, viewing depth, and time spent on the site. These metrics will help you better understand your target audience and optimize content to improve website performance.

To determine the share of mobile traffic, refer to the "Technology" report group. This group contains information about the types of devices users use, including smartphone and tablet models, screen resolutions, operating systems, and browsers. Data is also available on whether visitors use ad blockers, as well as whether they have cookies and JavaScript enabled. These metrics will help you better understand what share of your traffic comes from mobile devices and how this affects user behavior on the site.

There are various strategies for increasing the number of leads. One of the most effective ways is to optimize your website for search engines. This will help attract a larger target audience. Use high-quality content that answers potential customers' questions and solves their problems. You should also consider using social media to promote your product or service. Regular publications and interaction with subscribers will help build trust and increase interest in your business.

Don't forget about the importance of email marketing. Building a high-quality subscriber base and regularly sending useful information will help maintain interest and encourage repeat business. Use landing pages with clear calls to action to direct users to fill out forms and leave contact information.

It is also helpful to collaborate with other companies and influencers in your industry. This will expand your audience and help attract new customers. Analyze the results of your marketing campaigns to understand which methods work best and adjust your strategy based on the data.

• Compare bounce rates for users with different screen resolutions. If smartphone users experience a high bounce rate, check how the site opens on mobile devices. Improve it to ensure it loads quickly and the layout doesn't shift.
• Look at the users with which characteristics visit the site more often. For example, if men visit the site significantly more often than women, you could create a banner or pop-up with a promotion specifically for men.
• Evaluate the percentage of visitors using ad blockers. If many of these people use ad blockers, ensure they see ads. Instead of banners, which ad blockers won't allow, place links in blog articles.
• Compare all user groups by viewing depth and time spent on the site. Find out which users actively navigate through pages and set up advertising campaigns for them.

How to evaluate user behavior and get more leads

Key metrics can be found in the "Traffic" report mentioned earlier. User behavior is analyzed in more detail in the "Content" group reports, as well as in tools such as "Webvisor," heatmaps, and goals. This data allows you to better understand user interaction with content and optimize it for greater effectiveness.

Page popularity is determined through the "Content" reports section. This section presents various reports that allow you to analyze user behavior and interaction with content. In particular, you can study metrics such as number of views, average time on page, and bounce rate. This data will help you understand which pages are most attractive to visitors and how to improve content to increase its popularity.

• "Popular" — the most visited pages on the site;
• "Entry Pages" — which pages users visit most often when they come from search results or ads;
• "External Links" — which links lead to other resources;
• "File Downloads" — which files are downloaded from the site and how many times.

To understand why customers abandon the site, you need to analyze the data in Webvisor. Start by filtering out bounced visits and examining the channels and keywords that brought users to the site. It's also worth paying attention to records of long visits that didn't result in a purchase. If a visitor couldn't fill out a form or left the page after viewing the price, this information will be key to identifying problems. This analysis will help improve user experience and increase conversion.

Maps display statistics on user actions on pages, allowing you to effectively analyze audience behavior. This information is useful if you want to avoid analyzing all visits. You can set up filters for the maps to help identify the behavior of a specific user segment. For example, you can use them to determine how many screens were viewed by users who didn't make a purchase. This will allow you to optimize the user experience and improve conversion.

To understand what actions users take on your site, you need to set goals. Goals help collect data on important interactions, such as the number of form completions, button clicks, or time spent on pricing pages. These metrics allow you to analyze visitor behavior and optimize your site to improve the user experience. For a more detailed discussion of goal types and how to set them up, we recommend reading additional materials.

To analyze goal statistics, open the "Conversions" tab or select the corresponding option in most reports. This will allow you to determine which user characteristics contribute to more frequent goal completions. Optimizing these metrics will help improve your website's performance and increase its conversion.

To increase the number of leads, it is important to consider the specifics of your product and website. Effective customer acquisition methods can include optimizing content for search engines, using landing pages, and implementing data capture forms. Consider creating attractive offers and promotions that encourage users to leave their contact information. You should also pay attention to social media and email marketing to expand your audience reach. Continuous analysis and testing of different approaches will help improve conversion and attract more potential customers.

• View the most popular exit pages and redesign them to retain users. For example, add links to interesting articles or important sections of the site.
• Evaluate the clickmap. If some area is not clickable, but users click on it, redesign it. It may create the impression that this area can be clicked, and thus you are misleading visitors.
• Analyze which users most often complete their goals. Attract more converting traffic to the site. For example, if the conversion rate for people aged 18–25 is higher than for people over 25, target ads to the former.
• Understand the reason for bounces. View bounced visits and their referral sources in Webvisor. For example, if a transition from a search engine for a certain phrase ends in a refusal, modify the page for this phrase.

The Main Thing You Can Do in Yandex.Metrica Reports

Traffic analysis is an important step in understanding your website's traffic and traffic sources. Data on the number of visitors and their sources can be found in the "Traffic" and "Sources" reports. For example, if you notice that your site isn't getting enough traffic from Yandex, this may be a signal to start working on SEO optimization. Improving search engine visibility will help attract more targeted visitors and improve overall website performance.

Target audience analysis is an essential step in website optimization. It is necessary to determine who exactly is visiting your resource: where they are from, how old they are, and what devices and browsers they use. This data can be obtained from the "Audience" and "Technology" reports. For example, if you notice that smartphone users are quickly leaving your site, this may indicate the need for a user-friendly mobile version. Optimizing for mobile devices will help improve the user experience and reduce bounce rates.

Analyzing user behavior is key to website optimization. It's important to track which buttons visitors click, which pages they navigate, and why they leave. This data can be obtained from reports such as Content, Webvisor, heatmaps, and goals. For example, if reports show that users are leaving the site immediately after downloading a file, this could be a signal to offer a lead magnet to help retain them. Effective use of these tools will improve the user experience and increase conversions.

Skillbox Media's review of Yandex tools is a valuable guide for users seeking to master and effectively utilize this platform's resources. Skillbox Media offers a variety of educational materials, research, and practical recommendations to help deepen your understanding of Yandex tools, including search engine optimization, contextual advertising, and analytics. These resources are aimed at a wide range of users, from beginners to experienced professionals, and help improve their efficiency with Yandex services. Use Skillbox Media materials to improve your skills and achieve better results in online marketing.

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