Why do you need analytics from Yandex?
Yandex.Metrica collects information about website visitors: referral sources, viewing depth, visited pages, geolocation, activity, leads, and End-to-end conversion. The system contains detailed statistics of the Internet resource. But it cannot say how much phone number database money each user brought in, and which advertising was more effective. Because the transaction data is in the CRM.
Yandex.Metrica’s end-to-end analytics combines web analytics and CRM data in a single report. It tracks the client through the sales funnel and evaluates advertising campaigns based on actual financial indicators. The tool is suitable not only for paid channels, but also for organic and referral traffic. It is completely free, but requires data analysis for decision making preliminary setup and CRM integration.
The marketer in the Metrica account sees how zn business directory much the organization earned for the specified period. All reports are directly accessible, no need to enter the values yourself. The benefit for the advertiser is that the real cost of the client from each channel is calculated. You can optimize advertising and turn off unprofitable campaigns.
Fig. 1. Example of end-to-end analytics from Yandex Metrica. The graph shows that Google Ads earned 14,400 rubles with 1,507 visitors.
End-to-end analytics capabilities from Yandex
The functionality is inferior to similar systems. Not all standard options are presented here. But analytics from Yandex appeared less than a year ago. It is already built into Metrica, and with the addition of new tools it will turn into a popular free service. We will tell you what it can do now.
1. Comparison of advertising channels
As a rule, advertising is launched on several platforms. To compare the effectiveness of each, you need to calculate ROI – return on investment. The parameter shows the ratio of profit to promotion costs. For example, if it is 50%, then every ruble spent brought one and a half rubles. If it is negative, then the campaign is unprofitable. Analytics is based on actual data from the CRM, so the result is not approximate, but exact.
2. Filtering out non-targeted requests
In addition to regular orders, the system also receives unfulfillable ones. For example, a company produces upholstered furniture. An order is received for a kitchen set. But there is no equipment or models for its production. The status is set to “non-target”. Such an application is not taken into account in the statistics.
3. Automatic data exchange with CRM
If any data in the CRM changes, it will be displayed in Metrica. For example, the appearance of new clients in the database. Previously, files were uploaded manually. Now the process is automated.