Yandex.Metrica is a free system for tracking attendance and user actions, analyzing the effectiveness of the promotion and usability of the site (usability). It includes many useful tools and visual reports.
Despite the simplicity and convenience of the service, you can get confused in all these metrics → mistakenly interpret the data → make wrong conclusions. Not all reports are needed, and some - really important ones - can be ignored.
An example from life. The entrepreneur decided to order contextual advertising, was willing to pay well, but for some reason he wanted to evaluate its effectiveness by viewing depth. And this despite the fact that the site had few pages, poor-quality texts and outdated design. It was not possible to convince him, the cooperation did not happen.
In the article - analysis of the most useful reports "Yandex. Metrics". Nobody needs reports for the sake of reports, so we start from marketing and business tasks - we are looking for answers to important questions.
In the last section - a crib for entrepreneurs, which will help in evaluating the work of contractors: Internet marketers, contextual advertising specialists, SEOs, etc.
Where visitors come from
To understand where visitors come to the site, and in how many - there is a wonderful report "Sources, summary". He shows:
- Transitions from advertising / search engines / social networks.
- Direct calls and internal transitions.
By the way, if you notice a decrease in the number of conversions from advertising or search engines, it’s not a fact that the PPC and SEO specialist are to blame. Perhaps the point is seasonality. To be honest, even the Texterra blog sags on traffic in the summer.
Tip number 1: to assess the situation objectively, it is better to compare the time period with the same period last year. To do this, click on "Compare segments" and select "With the previous period."
By default, under the graph for each source you can see:
- Number of visitors and visits.
- Share bounce.
- Average values for the depth of viewing and time on the site.
Help: a visit (session) in the Yandex.Metrica is counted when the user navigates to the site and views several pages. The visit ends if the visitor is not active for more than half an hour. Failures, in turn, are visits, during which the user viewed only one page and left within 15 seconds.
Tip number 2: from the table with metrics, you can remove all of the above, except visits, and add others - more important. So for landing, you don’t need a viewing depth at all - it’s better to install instead, for example, "Conversion by any target." Also, the desired parameters can be selected in the "Groupings".
If you want to study the individual groups of sources in more detail, you can select specialized reports: by search engines, social networks, etc. According to Yandex.Direct, there are three whole reports: a summary, sites and expenses.
Yandex.Metrica allows you to make a variety of cuts, so advice number 3: use "plus signs" - customize reports on additional conditions.
To evaluate the effectiveness of sources down to individual search phrases and ads, use the “UTM tags” report. Just do not forget to put them wherever possible.
The easiest way to generate such tags is with the help of linkers like utmurl.ru and advertising automation tools.
Who are all these users
Knowing your user well is extremely important for developing UTP, setting up advertisements, optimizing landing pages, etc. And Yandex.Metrica will help with this with the help of reports from the Audience group.
- Examine distribution by geography, gender, age, and long-term interest.
- View loyalty statistics - by users who return to the site.
- Assess the activity of time on the site and the depth of viewing, as well as compare attendance by time of day.
That's just for optimization, it is important to know not only the social-dem. audience characteristics. It is good to have an idea about what people use to access the Internet and visit your site.
You can figure this out with the help of the Technologies group, which includes the following reports:
- "Display Resolution".
- "Operating Systems".
- "Devices", etc.
If you can see that users of certain devices or browsers have a large number of failures and zero conversion, you must check the website for adaptability.
And, of course, special attention should be paid to target visitors - potential customers who have achieved certain goals: issued a basket, ordered a call, etc. This can be done using the "Conversion" report.
Plus, of course, use the report "E-commerce" - if you have an online store, and e-commerce itself is connected. This is a great way to determine revenue by channel, average bill, audience solvency, etc.
Tip number 4: standard reports "Yandex. Metrics" are not always convenient, but the service allows you to create your own. To do this, go to "My Reports", then click on "New Report". Then just add all the necessary metrics, set the conditions and save.
What the audience is doing on the site
Evaluating usability by feeling or opinion of relatives and friends is not objective. It is best to do this according to the actions of the target audience on the site.
How? Firstly, you can use the already familiar metrics from the group "Audience" - "Depth of viewing" and "Time on the site." They characterize both the quality of traffic to the site and its usability. True, the viewing depth is irrelevant for landing pages, as they have only one page.
Secondly, you can examine the reports in the "Content" section:
- "Login pages" and "Output pages".
- "Share button" (if there is a corresponding block), etc.
For example, if you see that blog articles are often exit pages - it’s worth working on linking them, add lead forms and CTA. A page from the report "Popular" does not hurt to study thoroughly and, perhaps, also optimize: so that they attract even more traffic.
Thirdly, maps - scrolling, links, clicks - Form Analytics and WebVizor are well suited for a thorough analysis of user behavior on the site. The latter allows you to fully feel a particular visitor - look at the site through his eyes.
And yet - quite recently, Yandex.Metrica has a new report called "Visitors" (before, this was the name of the section with demographic reports, etc.).
It allows you to analyze information not on visits, but on individual visitors. That is, it gives an opportunity to study the behavior and needs of users, to understand the so-called consumer travel map.
In the summary table:
- The dates of the first and last visit are immediately visible if the user is not the first time, but re-visits the site.
- Data by location, device and operating system.
- Activity rate, number of visits and total time spent on the site.
- Statistics on goals achieved: conversion and retargeting.
If you click on a specific visitor, you can also see the source of the traffic, the region, the UTM tag, the login page, and so on. Plus, it’s very convenient, which is also the button to launch the WebVisor.
Tip number 5: in order not to distort the statistics, you should exclude the traffic of the site owner and contractors. To do this, there are filters in Yandex.Metrica - tick off “Do not take into account my visits” and add to the list IP-addresses of all those involved in promoting and testing the site.
How to evaluate the work of contractors
As we wrote at the very beginning, there is such a problem - entrepreneurs do not always understand how to correctly evaluate the effectiveness of the promotion and the quality of the site itself. Therefore, we prepared a cheat sheet - we collected the most suitable reports from Yandex.Metrica to check the work of contractors.
The most appropriate reports / metrics / tools for evaluating its work
Contextual advertising specialist
"Sources → Advertising systems",
Direct, Summary, Direct, Expense, Conversion, UTM Tags,
"Sources → Search engines",
"Search phrases", "Login pages", "UTM tags", "Conversions",
"Sources → Social Networks",
"Geography", "Long-term interests", "Gender", "Age",
"Conversions", "UTM Tags",
Web developer / designer / layout designer
"Browsers", "Operating Systems", "Devices",
"Failures", "Time on site",
Maps (links, clicks, scrolling), "Webvisor"
"Time on the site", "Webvisor", "Scrolling Card", "Popular"
All of the above :-)
Tip number 6: in order to properly evaluate the advertising channel, you need to change the attribution model.
By default, in Yandex.Metrica is the "Last Transfer". This means that the conversion is counted in the source from which it was transferred.
However, in B2B, when selling complex products this does not happen: the user makes a decision for a long time, goes to the site many times and from a variety of sources. In order to properly evaluate the contribution of each marketing channel, it is necessary to change the attribution model to “First transition” and “Last significant transition”.
Employees of "Yandex" - on attribution models
And - the last tip number 7. Above, we told how to create a custom report, but this is not all: the summary can also be customized as you please. Choose the necessary widgets from the library or create your own. So you can collect on one page the most important reports of Yandex.Metrica - in order to quickly evaluate the actions of the target audience, the effectiveness of website promotion and usability.
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