Opportunities of Yandex.Metrica and Webmaster for promotion
Some internet marketers are unaware of all the analytic functions of the Metric. We will analyze the main points on the interaction of a webmaster with this Yandex tool. Track the effectiveness of offline events, online advertising. In Metric, all tools are provided free of charge, except for the “Target Call” function (analysis of call statistics).
Creating a Yandex.Metrica counter
To start working with statistics, you need to create one account in Yandex. Next, you need to log in. If the webmaster uses Yandex.Direct or Yandex.Market, we recommend that you use the authorization data that was used in these services for the convenience of switching between them.
The next step is to create a counter. To do this, fill in the main fields: name, domain. Then, accept the user agreement and click on the “Create counter” button. To install the Metrica code, you need to copy the html code and put it on the site pages from which you need to collect statistics. If everything is installed correctly, there will be a green circle in the list of counters next to the domain name you need.
Important: in the Metric you need to bind a site that is confirmed in the Webmaster. This will increase the number of visits by the robot to Yandex pages of the site, which will increase the indexing of the resource. Confirmation of rights is carried out in several ways:
- via Yandex.Mail;
- setting the meta tag on the main page;
- adding an html file to the root of the site;
- txt entry in dns.
How Yandex.Metrica works
Yandex cares about user privacy and shows some information to a limited extent. For example, when a site is visited by less than 10 people of certain demographic indicators, the service does not display gender. Also, each report is divided into standard and custom. The report can be customized to your preference, based on the main elements:
- appearance of the chart: circular, lines, areas, map, columns;
- segmentation: generating a report on the given parameters of the webmaster;
- accuracy of the data provided: with a large number of parameters, the load on the service occurs and, consequently, a delay in generating a report;
- report period: time period for reporting, where the default is 30 days;
- data granularity: spot report by minutes, hours, days, etc .;
- attribution: determining the source of the transition to the site;
- data display: information is displayed in the corresponding table;
- groupings: reports are divided into certain groups;
- notes: display of certain events currently occurring;
- reliability of information: comparison and analysis of the data;
- goals: update the report in accordance with the goal;
- clarification: numerical values regarding which statistics are displayed;
- Sort: Select a sort by a convenient option.
The main purpose of the service is traffic monitoring:
- number of visitors;
- new users of the site;
- URLs of pages with the most visits;
- traffic sources and goal achievement;
- failure rate, viewing depth and time on the site;
- type of device.
Also, statistics show demographic data (age) and geographic location of users. The column with search queries allows you to understand what phrases visitors to the site find in the search engine and see the frequency of clicks. Thanks to this counter, Metrica gained its popularity among seo-specialists and site owners. After all, other popular systems (Liveinternet and Google Analytics) do not display this data by default.
The system shows the server uptime and other technical parameters of the web resource. UpTime – the time during which the server or hosting where the site is located gave the search code the request code “200 OK”. This means that the site is working fine and the search robots successfully index its pages and add it to the search results. Uptime is measured as a percentage in the range of 0-100%.
The “maps” section contains 3 types of analytical maps, displaying user interaction with the site, and form analytics. Types of cards:
- link map (statistics on internal clicks on the website);
- click map (click statistics on the website);
- scrolling map (statistics of retention of attention of the audience on certain blocks of the resource);
- form analytics is intended to demonstrate statistics on the interaction of visitors with various forms of the site.
The Reports section contains detailed information about users who visited the resource. Here you can find the version of the browser, the login / logout page, which shows which pages users come to from the search engine and which ones go after completing work with the site, and so on.
Webvisor is a tool that allows you to watch video recordings of visits to any user’s website. The system automatically records and stores it on the server, providing access to the owner of the meter. In the “Settings” are all the necessary parameters for working with the service. In the settings, the parameters of the counter are set, goals and filters are created, the time zone, the data for calculating the conversion and the code of the analytical tool for copying and installing it on the web resource are selected. This section needs to be considered in more detail.
At the moment, there are two versions of Webvisor technology: 1.0 and 2.0. This function allows you to analyze user behavior at a completely different level. Thanks to the video recording, the webmaster can track how the visitors of the site behaved, where they clicked with the mouse, how they moved the cursor.
A detailed analysis can improve the quality of the usability of the resource, understand the problem areas, and as a result increase the conversion of the target action. Simple viewing of videos from the Webvisor system allows you to:
- Understand the challenges website visitors face
- how the user uses the resource;
- why his behavior develops in this way.
With a large flow of traffic, it makes no sense to analyze all the records. It takes a lot of resources and time. For simplicity, you need to form focus groups, select segments and create a report using detailing (traffic source, key phrases, advertising campaign, etc.), filtering (segmentation by any parameters) and goal setting (conversion calculation).
What needs to be analyzed?
To get started, you should learn how users interact with the most important pages of a resource. Usually, the user makes a decision on them and performs a key action. These pages include:
- check in;
- search form;
- product cards;
- placing an order;
Using the Webvisor it is convenient to track at what step of registration, purchase and payment the user stops to finalize the interface.
For the meter to work correctly, it is necessary to configure it in the “Settings” section. The most important parameter is tracking information on the pages of the site. Many web resources have sections with confidential information that should not fall into the search results. You should not install code on such pages.
Next, specify the address of the domain whose data you want to track, and the domain name mirrors, if any. This function is necessary for gluing addresses so Yandex collects data from them into one common statistics.
The “Notifications” subsection allows you to receive messages by e-mail or phone about the availability of the website by the search engine. Notifications can be received at specific times and days of the week, or around the clock. If necessary, this option helps to quickly make changes to the site and restore its functionality.
In the “Goals” subsection, up to 200 goals of two purposes are created: conversion and retargeting. The goal is necessary to determine the number of pages visited, which determine the success of the advertising campaign, and visit a specific url, which is also a kind of achievement of the goal.
To provide access to Yandex.Metrica to your employees or contractors, you only need to add their e-mail to the list of trusted ones in the “Access” subsection. Also, provide access rights to view or edit statistics parameters. This section displays the entire list of email addresses that have access to the counter.
Filtering configuration is an important subsection, optimization of which many webmasters miss. Installing filters allows you to clean the statistics of the counter from taking into account visits and the behavior of robots and bots. Indexers of social networks, search engines and various services distort information in the Metric. By visiting the website regularly, they affect the number of visits and user behavior parameters. For the purity of statistics, you need to set the filtering of bots according to strict rules and / or behavior. You should also filter data by IP address. In the settings, you can close the ip of the site owner and employees who regularly visit the website to maintain clean statistics.
User Behavior Analysis
After completing the settings of the counter and sorting out the main sections, you can proceed to the analytical part.
The summary allows you to find out the behavior of visitors in the context of the current or past day, week, month and other time periods. Some webmasters do not average indicators. This leads to so-called “jumps” in traffic, the reasons for which remain unclear to them. According to statistics, on many sites on Saturday there is a sharp decline in visitors, compared with Friday. Also, during the holidays and mass festivities on some web resources there is an outflow of traffic. For a comfortable analysis, it is possible to divide users into different channels in order to understand which source is most effective. The summary provides for the export of data in .pdf format.
The column with search phrases allows you to analyze the keywords by which users go to the site. The report displays the phrase and the number of visits made on it. This is a convenient component for any webmaster involved in seo (search engine promotion). Thanks to this data, you can understand which keywords are in the top of search results, and which ones need to be further developed. This section has the function of creating an automatic report in the selected time period. You can also download the report in .pdf format.
Analysis of the semantic core allows you to predict the traffic that will come to the site. For example, having collected 100 queries with an average frequency of 1,000 according to WordStat, we predict that with a snippet CTR of 10% and getting them in the TOP-10 of the issue, 10,000 people will go to the site every month. On the day this figure will be about 333 people. To increase these indicators, it is necessary to collect a more frequent semantic core and / or work on snippets to increase clickability.
The frequency of some requests is wound by bots or by webmasters themselves. Wordstat filters this poorly, and takes into account all indicators, which leads to distorted forecasts. Moreover, the pages of the site or the domain itself can “catch” the filter from the search engine. This leads to a sharp drop in traffic for key phrases and requires the immediate intervention of a seo-specialist, so that he takes measures to remove the site from the ban.
Entry pages are points of contact with the site. This column shows on which pages the site was logged in and the number of views. A closer look at this function has a lot of advantages. In it, you can make a breakdown of the user’s viewing time by combining it with the source and, for example, visitor behavior. So, you can mix various parameters, achieving a complete picture of what is happening on the site.
In the report “Traffic Sources” you can see the general and average indicators for visitors to a web resource. If traffic to the site comes from several sources, then each of them needs to be considered separately. This allows you to understand in detail the behavior of visitors on each channel. The report contains standard navigation elements: export, breakdown by time range and a combination of several parameters.
Target audience creation
Each webmaster and site owner must clearly understand who their target audience is and what target action it should perform on the site. This allows you to correctly set goals and set ways to achieve them. For example, by creating the goal of “viewing two or more pages” and “viewing the landing page” by traffic sources, you can track which traffic channels give the best conversion. A user who came to the site from a search engine may behave worse than a visitor from social networks. You should always separate these indicators in order to accurately measure the conversion.
What parameters still need to be compared?
Achievement of goals with a summary. At the moment, webmasters use various channels to attract traffic. By comparing the data for each channel with a summary, you can understand what is most effective and what source should be emphasized.
The choice of the target audience in traffic from social networks. The demographics report is based on Yandex information regarding the gender and age of users. Information on users is freely available, by which the company determines the age and gender of a visitor to any site with an accuracy of 90%. By collecting data on social networks, Yandex.Mail and other sources, detailed information regarding the target audience appears in the demographics report. Also, it helps to understand who more often achieves the goals in the relevant section.
SEO traffic and its dynamics
In traffic, as in business, there is such a thing as “seasonality”. This is due to a sharp drop or decrease in interest in a product or service. During the season, there is an increase in the load on the site or an outflow of users and a deterioration in statistics. Also, there is the so-called “branded traffic”, when the user drives the brand name into the search engine and the search engine gives him in the first place the main page of the brand website. If you do not make adjustments to the statistics for these indicators, the general information will be greatly distorted.
An important point: SEO specialists need to understand the approximate number of audiences in the most popular search engines (Yandex, Google, Mail.ru) in order to predict an approximate influx of traffic to a resource. Moreover, increasing the popularity of branded request is associated not only with the work of a SEO specialist, but also with offline and online PR campaigns, which affects the general popularity of the brand.
Seasonality is a key moment in site promotion. There is no need to rush to accuse the SEO specialist of poor-quality work when the site has experienced a decrease in traffic. In 9 out of 10 cases, this is due to the onset of the season. To determine this is quite simple: just go to wordstat.yandex.ru, enter a few key queries and click on the “query history” tab. This shows the period of popularity of the request throughout the year.
The graph shows the variation in the frequency of the key phrase for 365 days. Thanks to these indicators, you can identify the relationship and understand what is happening with traffic on the site. Also, in some commercial topics, it is necessary to remove stop words that distort statistics and mislead webmasters using the “-” operator.
Target call is a paid service from Yandex.Metrica that allows you to analyze calls and compare the effectiveness of different channels. Under each traffic channel, the system issues a corresponding number to separate the streams. Also, on the site you can make a number display, which will be shown on the site when going from a specific source.
The service can be activated by the owner of the meter and a trustee. Next, you need to install Metric. The next step is to pay for the number and display it in the form of text, links or pictures on the site. It should be noted that the minimum replenishment amount is 330 rubles, and the daily debit from the balance is 11 rubles. You can pay in various ways:
- through a bank branch;
- by credit card;
- Yandex money;
To return the money, you need to contact the support department responsible for this service, describe the situation and account number.
Maps of links, scrolling, clicks
The click map displays clicks throughout the site. This helps to evaluate the interface of the web resource, understand the weak points and refine them, increasing the conversion of the target action. Depending on the frequency of clicks, clicks are highlighted on the site in different colors.
The card works in several modes:
- “Heat map”, where warm colors characterize frequent clicks, cold colors – rare;
- monochrome map, where depending on the frequency of clicking on the site design element it increases the color density;
- clicks on links and buttons;
- transparency, where the most clickable elements are clearly visible through the “fog”;
- map of elements.
It is important to note that the click map is displayed only when the Metric and utf-8 site encoding are installed.
Link map helps measure the number of internal clicks on links. Depending on the frequency of transitions, the link is displayed in different colors. Also, the map shows the percentage of conversions in comparison with other links.
To understand how users are distributed on a webmaster’s website, they use a scrolling map. This allows you to determine the optimal length of the website, as well as correctly place the necessary blocks. The map displays the time and number of views of a particular section of the site.
- “Heat map” (viewing duration is highlighted in different colors);
- transparency map (areas with a short time spent are displayed with dimming, and vice versa, areas with a long viewing are more visible).
Scrolling map data is stored 15 days from the moment the user visited the site. Yandex.Metrica is a modern analytical tool that extends and simplifies the webmaster’s work with the site. The service provides many functions that collect and display statistics for a certain time period, broken down into various parameters. It is noteworthy that yandex provides free access to the system to any user who has registered an account. In addition to conversion information, the webmaster gets access to the webviewer – a powerful tool for analyzing user behavior. Using the proposed features, website owners have a lot of opportunities to improve usability, increase conversion and improve behavior.