SEO and SEM for Russian search engines

Quick guide to configuring goals in Yandex.Metrica

yandex-metricaYandex Metrica is a powerful web analytics tool that gives extensive insights into web traffic, performance of digital marketing channels and user behavior. Metrica, similarly to Google Analytics, records every visit to the site with the help of a snippet of code placed on all pages.

There are several types of goals that can be configured in Yandex.Metrica that can be used for measuring different steps of the user journey:

  • A specified number of pages viewed by visitors to the site
  • A specific webpage or set of pages on your site that you want users to visit (e.g. payment confirmation page)
  • An event on the site that serves as a success indicator (e.g. account creation or sale)
  • A sequence of steps that a visitor performs to reach a goal (i.e. a funnels)

Configuring goals in Yandex.Metrica

Yandex.Metrica goals are configured on a counter level. To access the configuration menu, select the counter of interest and press edit (the green pen on the right appears when hovering over the counter name).


Once reached “Edit counter” menu, navigate to Goals tab.


In the Goals tab, select the type of goal you want to create and proceed with configuration.


Types of Yandex.Metrica goals

A specified number of pages viewed by visitors to the site

For content-centric websites without an e-commerce component, a certain number of viewed pages could be considered a conversion.


To specify a page view-based goal, just indicate the necessary number in the Page views field.

URL-based goal

This is one of the most common ways to create goals, both in Yandex Metrica and Google Analytics. To configure a URL-based goal in Metrica you need to indicate one or several conditions for URL matching.


If your website has several pages that indicate a successful goal completion, it is possible to make them all a part of one goal. URLs are joined by logical operator “OR” and the goal will be considered completed if a user viewed a page with any of the included in it URLs.

It is possible to include maximum of 10 URLs in one goal.

Event-based goals

Event-based goals are also very common for both Google Analytics and Yandex.Metrica. Events are specified in the goal configuration interface and there will be a snippet of code that needs to be added to the actual page / form / button etc.


Learn more about adding Yandex.Metrica goals into the page code here.

Funnel goal

Just like Google Analytics, Yandex.Metrica provides funnel analysis possibilities.



Funnels (multi-step goals) are constructed as a sequence of goals — URL- or event-based — that already have been configured in Yandex.Metrica. One funnel can include maximum of 5 goals.

To view the funnel performance, click on a funnel icon in the Conversion rate field.


Anna Oshkalo

Anna is a blogger and online marketing consultant specializing in SEO and SEM for Russian search engines. To see more of Anna's posts, follow her on Twitter, or LinkedIn.

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2 Responses to “Quick guide to configuring goals in Yandex.Metrica”

  1. […] Quick guide to configuring goals in Yandex.Metrica, […]

  2. Denis Khomyshin says:

    Hi Anna,

    Thanks for this review.

    I use Metrica on the regular basis and in some areas it provides a lot more insights than Google Analytics. However, what I’m really missing is the ability to set up views. They partly addressed that problem in Metrica 2.0 with their segmentation functionality, but they seem to have missed the ability to filter traffic by certain parts of the website. For instance, if you have a blog on your e-commerce site where the goal is for the users to stay on the page for a certain length of time, you won’t be able to see this goal applied only to users who visited the blog. Do you think there’s a way around the problem?



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