Yandex Metrica is an online tool produced by Yandex designed to analyze user behavior. This is a tool that allows you to refine the analysis of information related to behavior on the site. Thanks to this data it is possible to increase the conversion capacity and therefore the sales of the website.
The tool is available in English, Russian, Ukrainian and Turkish.
Why use Yandex Metrica?
Why use Yandex Metrica when you already have Google Analytics available? Firstly, because it is capable of offering more specific information about the behavior of users on the site and about those factors that reveal whether they like it or not. Thanks to this platform we can analyze the clicks made on the portal, enter traffic and behavior details, and extrapolate the information in the form of convenient personalized reports in PDF, Excel or CSV.
A great advantage consists of the possibility of segmenting traffic at the level of devices, type of users, origin of visits, etc. – obtain important data for site evaluation. For example, we can identify the points on which users' attention is most focused, to place calls to action with greater effect.
The advantages of Yandex Metrica
- Allows you to analyze traffic based on geographic origin and sources.
- Possibility of obtaining very precise traffic data
- Allows you to understand behavior in each area of the site and identify areas that draw the most attention
- It helps to understand what is the most appropriate length for a page.
- Helps identify the phenomena underlying purchasing process disruptions.
- Allows you to create easily customizable reports
How to use Yandex Metric?
To use the tool, as with Google Analytics, you must create an account and copy the code within the site. If we have a site designed in WordPress We can use the appropriate plugin.
Please note that the Yandex code must be installed on all pages you want to monitor. Otherwise, they will be shown in the navigation as empty.
Additionally, thanks to Google Tag Manager you can implement Yandex on your site through a simple piece of custom HTML code.
From Yandex, you will need to create a new counter from the Add Counter item and enter the required information:
- accountant name
- Website domain
- Time zone and currency
- session duration
- Accept the terms of use and then click “Create counter.”
You can also configure advanced collection and editing filters. The counter has a yellow or red circle. When properly installed, it will turn green.
Yandex Metrica Dashboard
Yandex Metrica has a very intuitive operation. Its dashboard offers a complete view of information related to the website.
The dashboard among the information proposes:
- General users
- New users on the site
- Traffic origins
- The average age of visitors.
- Devices used for browsing
- Average age of users
- The various sources of traffic.
- Visit data: residence times, bounce rates, page behavior
Yandex Metrica is also can easily customize in the way it offers information. In fact, we can add pre-established or custom boxes (widgets) to provide useful information for our case. Therefore, the information can be made more detailed depending on the degree of specificity required for our analyses.
The information is typically saved for two weeks.
Yandex Metrica maps
Click Map
El click map It gives an idea of how much the site's buttons can attract attention and encourage users to use them. From this data we can deduce whether it is appropriate to modify them at the position or disposition level.
Link map
It's a heat map which acquires warmer tones in the areas where users make more clicks and colder tones in the points where there is less interaction.
Scroll the map
This map highlights the Areas that receive more attention: areas tinted red are the most viewed and areas tinted blue are those where users spend the least time. The further down users go to search for information (scrolling), the more it is a symptom of interest in the content.
Form analysis
El analysis of contact forms allows you to verify the operation of contact forms and related fields. It is represented through a conversion funnel and provides us with data on conversions, form usage and submissions. This post gives us an idea of the site's conversion rate using forms.
Session replay
Session Replay is a command that allows you to record a session of a user's visit to the site in form of an unlimited number of videos. To use it, simply click the Play button. The tool gives us data about the origin of the visits, the country, the activities on the site, the duration, the number of pages viewed, etc. The table columns can be modified to suit the user's preferences. Before consulting the video we can view the browser, the device and the search engine used, the duration of the navigation, and other useful information.
From the traffic analysis, divided by categories, it is possible to analyze the user experience and understand if it is possible to improve it by acting on text or graphics.
In the corresponding dark column on the left, we can click Settings and set the characteristics of user monitoring. In addition, Yandex Metrica is a tool that does not violate the privacy rules regulated by the GDPR .
As you can see, Yandex Metrica is an important qualitative and quantitative analysis tool for analyzing site performance from the point of view of user satisfaction and engagement developed. However, Google Analytics continues to be the most used platform with the greatest amount of information available, so giving it up to focus solely on the competition can be reduced to a disadvantage for us. Nothing prevents us from using both!
