Metrics I. Metrics that marketers can use to develop a website

We have already talked about how Yandex.Metrica reports help SEO specialists build a strategy for promoting a web resource. This time we’ll take a look at how website owners and marketers can use Yandex.Metrica to improve a web resource without spending a lot of time on it.

Why do you need Yandex.Metrica for business?

Typically, a website is not just a website dedicated to a company, but a sales tool. To track sales and increase them, you need to analyze site statistics, which is what Yandex.Metrica helps. If SEO specialists need to know and understand this service thoroughly, then business owners and marketers will have enough knowledge of several key parameters. This will be enough to understand how their business is developing on the Internet.

Whatever the web resource, e-commerce or informational, its main task is to make a profit. In the first case, it is profit from direct sales, and in the second – from advertising. To receive this profit and increase it, you need to react in a timely manner to how the statistical data on the site are changing. The numbers are the main information.

How to work and what to look for in the Metrica Summary?

Visitors and New Visitors

A visitor is a user who has opened a site at a specific point in time.

How does Metrica distinguish new visitors from old ones? Using cookies: a unique cookie identifier is stored in each browser from which your site was opened. It binds exactly to the browser:

  • if a user visits your website from browser 1 for the first time, he will be counted as a new visitor;
  • if he first visits your site from browser 2, he will again be counted as a new visitor;
  • if the same user opens your resource again from browser 1, he will not get into new visitors;
  • if the user clears the cookie of any browser and then opens the site, Metrica will not recognize it and he will again be a new visitor for her.
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How can this come in handy?

  • You can assess whether the traffic to your site is growing, including among new users.
  • You can analyze how often visitors return.


This statistic displays the percentage by browsers. Here’s a look at the share of mobile browsers:


If the share of mobile traffic is high, then you need to tackle the mobile version: implement a responsive design or a mobile version to display the content correctly, as well as launch Turbo pages and AMP.

Behavioral metrics: viewing depth, time on site, bounce rates

These are the key parameters of user behavior on the website.


Viewing depth Is the number of pages viewed on average per visit. It can be used to judge how interesting the site’s content is to users, as well as the quality of usability. If this indicator is low, it signals problems with:

  • site navigation – it is not clear where to click to open a particular section;
  • content – users are not interested in it;
  • interactive – it is little or not at all;
  • ease of use – it is inconvenient for people to navigate through the pages.

Time on site shows how much time users spend on average on your web resource. This parameter grows with the depth of view: the more pages a visitor opens, the longer he stays on the site. And to increase the time of user activity, the rules are the same:

  • post interesting content;
  • improve usability;
  • improve navigation and internal linking.

Bounce rate Is the proportion of visitors who have been on the site for less than 15 seconds. This definition is relevant specifically for Yandex.Metrica, Google Analytics defines this parameter differently. Bounces are frustrations: a user can follow a link from social networks because of a cool post, but they won’t find anything useful on the page itself. To reduce your bounce rate, you need to:

Traffic sources

Using Metrics, you can understand which of the traffic sources are the most effective.

Traffic sources

By evaluating site visits from multiple channels, a business owner or company marketer can:

  • identify ineffective traffic channels;
  • adjust the marketing budget;
  • allocate funds to other, more efficient channels;
  • Schedule hiring of new hires for specific specializations to drive traffic from low-traffic channels.

Visitor demographic data

The metric analyzes the characteristics of the people who visit your web resource. First of all, their gender and age.

Visitor demographics

Having received this data, you can compare it with the existing portrait of the target audience – they may not match. We also advise you to analyze the demographics by conversions: you may opt out so that those who often visit the site and buy on it are different people.


Metrica allows you to set up goals on the site and track their achievement.


Setting goals is a separate big topic, here we will only focus on how this summary is useful for a marketer or site owner:

  • Helps to measure user engagement: how many users view a specific number of pages (for example, more than 3) during one visit.
  • Collect data on visits (for example, a specific page or section of a web site), clicks on external links, as well as clicks on an e-mail or phone number, as well as on file downloads. With the help of information on such goals, you can analyze how many users called or wrote to you from the site and how many of them became customers, ordered services or goods.
  • Track user actions when the page URL does not change – for example, submitting a completed form, watching a video or subscribing to a newsletter.
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Goal statistics are one of the most useful features. When you change something on your site to attract customers, you can measure the effect of that change.

You can see the full chart by goals in the Conversions report.

The most important report is “Conversions”

The conversion rate shows how many website visitors have become your customers, that is, they have placed an order. And if the site is needed to make a profit, then this is a key characteristic of its effectiveness.


You can use the data in the charts to determine which pages and forms are not bringing conversions, and direct your efforts to fix this situation.


Even without long analysis of reports, using Yandex.Metrica can provide a lot of useful information for marketers and website owners. This system will show you the real figures for the web resource and indicate the vector of further development.

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