Yandex 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)
Just a few months ago A Russian web analytics consulting company TopAnalytics studied popularity of web analytics platforms in Russia. Surprisingly, Yandex.Metrica came out second losing with 7% to LiveInternet. Shortly after that research was done, Yandex started encrypting 100% of their search queries, keeping the search query data available in Yandex.Metrica and Yandex.Webmaster. The change seemed to have a positive effect on Yandex.Metrica adoption. The newest research on usage of web analytics platforms in Russia created by Ruward:Track shows that Yandex.Metrica has become the market leader.
Yandex.Metrica is a free web analytics tool developed by Yandex. It is very popular among Russian webmasters and business owners, but a lot of European companies tend to forget about it and rely on Google Analytics when measuring performance of their Russian websites.
In my opinion, both tools have their pros and cons, and I usually recommend to use both Yandex.Metrica and Google Analytics when working in the Russian market, but in this article I would like to explain why Yandex.Metrica is important for your Russian business. Here is why: