Goal Funnel in Yandex.Metrica
Posted: Wed Jan 22, 2025 10:33 am
On choosing goals. Sometimes in blogs — and even in official tutorials — you can find advice that suggests evaluating traffic by achieving goals like “Viewing 5 pages” or “Session duration 10 minutes.” In practice, such statistics are rather useless and do not help in making decisions. Because a site can quite easily solve a user’s problems even if he only viewed one page for five minutes (although, of course, a lot depends on the type of site and its subject matter). Bounce rates in Yandex.Metrica are much more indicative in this regard.
If you use two web analytics systems — both Yandex.Metrica and Google Analytics — you need to remember the difference between bounce rates. In Metrica, a bounce is a visit that lasted less than 15 seconds and during which only one page was viewed. In GA, a bounce is a visit (session) with a view of one page, even if the user studied this page for 15 minutes. On landing pages, for example, a bounce in GA will not be a very objective indicator of traffic/content quality.
Useful features. Clicking on the pencil will send you to editing the goal. Clicking on the goal name will take you to "Traffic" with segmentation by this very goal. And clicking on the icon next to the step of the compound goal, which looks like a shot glass, will open a separate window with a visualization of the " sales funnel " - the movement from the first step to the last.
Goal Funnel in Yandex.Metrica
Sources
"Sources, summary" is the main tool of Metrica, which allows you to understand how people get to the site, which marketing channel gives more traffic/conversions. All this is necessary for decisions about which source to give more priority/budget to, and which ones, perhaps, should be abandoned.
The graph and settings are above. By default, the report opens with an accuracy of 0.1 or 10% - it is better to change it to 100% right away. "Last significant source" is the attribution model in the Metrica reports by default - as a rule, you can leave it as is, it is suitable for many projects (but if the product has a long sales cycle and unformed demand, "First transition" is probably better). And instead of a regular line chart, it may be more convenient to take a bar chart (columns).
Example of the "Sources, Summary" report with a bar chart visualization
Example of the "Sources, Summary" report with a bar chart israel mobile phone numbers database visualization
And to set additional conditions, you can again use the "plus signs". As an option, select "Visits in which → History → New/returning visitor" to find out how people get to the site again, and how they get there for the first time. And through "Behavior → View → Landing page" you can determine the sources of traffic to a specific section/page.
If you use two web analytics systems — both Yandex.Metrica and Google Analytics — you need to remember the difference between bounce rates. In Metrica, a bounce is a visit that lasted less than 15 seconds and during which only one page was viewed. In GA, a bounce is a visit (session) with a view of one page, even if the user studied this page for 15 minutes. On landing pages, for example, a bounce in GA will not be a very objective indicator of traffic/content quality.
Useful features. Clicking on the pencil will send you to editing the goal. Clicking on the goal name will take you to "Traffic" with segmentation by this very goal. And clicking on the icon next to the step of the compound goal, which looks like a shot glass, will open a separate window with a visualization of the " sales funnel " - the movement from the first step to the last.
Goal Funnel in Yandex.Metrica
Sources
"Sources, summary" is the main tool of Metrica, which allows you to understand how people get to the site, which marketing channel gives more traffic/conversions. All this is necessary for decisions about which source to give more priority/budget to, and which ones, perhaps, should be abandoned.
The graph and settings are above. By default, the report opens with an accuracy of 0.1 or 10% - it is better to change it to 100% right away. "Last significant source" is the attribution model in the Metrica reports by default - as a rule, you can leave it as is, it is suitable for many projects (but if the product has a long sales cycle and unformed demand, "First transition" is probably better). And instead of a regular line chart, it may be more convenient to take a bar chart (columns).
Example of the "Sources, Summary" report with a bar chart visualization
Example of the "Sources, Summary" report with a bar chart israel mobile phone numbers database visualization
And to set additional conditions, you can again use the "plus signs". As an option, select "Visits in which → History → New/returning visitor" to find out how people get to the site again, and how they get there for the first time. And through "Behavior → View → Landing page" you can determine the sources of traffic to a specific section/page.