Metrics is the web analytics service of Yandex, the most used web search engine in Russia, and Yandex Metrica is a tool free that allows evaluating the traffic of a website and knowing the behavior of its users through very detailed statistics and reports.
If Russia is among your commercial objectives, it is highly recommended that you familiarize yourself with the use of Yandex Metrica, but also if what you want is to obtain alternative data to Google Analytics to make comparisons and have two complementary sources of information.
How to start using Yandex Metrics
The operation of Yandex Métrica is very similar to that of Google Analytics. The first step is create an account using registration (with username and password) or using a Facebook, Twitter or Google account.
Once the account has been created in Yandex Métrica, the site or websites under observation (“counters”) are added by entering data such as name, url, time zone or currency and the html code (“counter code”) is obtained to insert in the website we want to analyze. When obtaining the code, different configuration options among which it is advisable to mark the first: “webvisor, scrollmap, form analysis”.
The Yandex Metrics panel is very intuitiveeven if it is the first time you access it, and it provides default reports that provide a lot of information for companies.
What does Yandex Metrica provide that Google Analytics does not offer you?
Both tools are free and offer valuable information about the analyzed website. However, in the case of Yandex Métrica we find that the configuration of the panel, due to its clarity and usefulness; and standard reports, by their and content; are much more suitable for the vast majority of companies that have an online presence.
Yandex Metrics offers several reporting categories standard relating to:
- the traffic sources (sites, search engines, keywords, etc.)
- the users of the site (according to parameters such as age, gender, activity on the site, country of origin, etc.)
- the behaviour (number of visits, frequency of visit, time since the first or penultimate visit)
- the contents of the site (most popular pages, landing pages, exit pages, share button, external links, downloaded files, etc.)
- the technology (browsers, screen resolution, operating systems, cookies, Java, Flash, etc.), the monitoring (traffic per minute, loading time, robots, etc.)
- the eCommerce (orders, order content, most popular items, items placed in the cart, promotional codes, etc.)
The visualization of the data in these standard reports is, in terms of design, marked by the use of colors and graphics; and in terms of content, they offer very interesting information to find out what works and what needs to be improved on a website.
Other elements of value provided by Yandex Métrica are , which allows users’ browsing sessions to be recorded free of charge; Y maps, a tool that complements the previous one and that allows graphically knowing the user’s mouse clicks and scrolling. These two services are available if selected when setting up the account (“counter”).
In short, Yandex Métrica is an interesting analytical tool that has little to envy Google Analytics. And if we do not want to bet fully on the Yandex analytics service we can use both tools.
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