What the geography report shows
The report splits visits by country, region and city. You find it under Reports, in the Visitors group. Any breakdown can carry extra metrics: bounce rate, page depth, time on site and, most useful of all, goal completions.
Visit counts alone say little. A city that sends many visitors but no calls or messages is a reason to investigate, not to celebrate the traffic. The reverse also happens: a small region with a healthy share of leads can be a growth point.
How accurate is the location data
Metrica detects location mostly from the IP address. That makes countries reliable and cities approximate. A mobile operator may route subscribers through a gateway in another city, so someone in a regional town shows up as a Tashkent user. VPNs and proxies swap the country entirely, and corporate networks distort the picture too.
Treat city data as a direction, not an accounting figure. A pattern that holds for several months is more trustworthy than a one-day spike.
Is your site attracting the right audience
Start with one question: what share of enquiries comes from the area where you really work? Add goals to the report, such as form submits, phone clicks, Telegram clicks or Click and Payme payments, and compare regions by conversion rate. Then look at each region for:
- share of visits by country and city;
- goal completions and conversion by region;
- bounce rate, depth and time on site;
- traffic sources and devices;
- differences between the Russian and Uzbek versions of the site.
Non-target traffic and a target-region segment
If you serve only Tashkent but a visible part of your visits comes from elsewhere, the usual causes are:
- blog articles that attract readers from the whole Russian-speaking internet;
- ad targeting or placements that are wider than intended;
- bots and fake traffic, often from particular countries;
- pages ranking for generic queries with no local signal.
What to do with city-level insights
Save a segment called Target region and apply it whenever you judge site performance. Non-target visits then stop distorting bounce rate, conversion and time on site. Informational traffic from abroad is not always bad, but business results should be measured separately from it.
If you have branches or deliver across the country, compare cities. Many visits from Andijan and few leads may mean the site lacks delivery terms, an address or a dedicated page. Few visits from a city with a branch usually points to a missing page that could rank for queries with that city name. Check the site region in Yandex Webmaster and keep your branch listings current on Yandex Maps, Google Maps and 2GIS.
For ads, the report is a sanity check on geotargeting: if a campaign is set to Tashkent but clicks arrive from other regions, review targeting and placements, keeping the IP error in mind. For a bilingual site, layer language segments on top. City distribution often differs between the Russian and Uzbek versions, which hints at where each deserves more content.
What not to do, and a monthly routine
Do not block every foreign visitor. Some are your customers travelling, some are partners, and some are search engine crawlers. Handle unwanted traffic with analytics segments, ad settings and bot protection at server level.
Once a month, answer three questions: what share of leads comes from the service area, which region is growing, and do city pages reach their own city. For example, if a delivery company covers Tashkent but order attempts regularly appear from regional centres, that is a demand signal. You can assess expanding the zone or at least state the delivery area honestly on the site.
If you want geography, goals and leads in one clear report instead of scattered screens, markdev builds end-to-end analytics for businesses in Uzbekistan. Tell us about your task and we will work out which data you actually need.
FAQ
How accurate are cities in Yandex Metrica?
Countries are reliable, cities are approximate because detection relies on IP addresses. Mobile operators and VPNs can shift the region, so rely on stable patterns over a longer period.
Why do I see many visits from other countries?
Usually informational articles, overly broad ad targeting, bots or VPNs. Check traffic sources and judge results using a segment for your own region.
Should I block foreign visitors?
No. They may be customers travelling, partners or search crawlers. Use analytics segments, ad settings and server-level bot protection instead.
When does a city need its own page?
Compare cities by visits and goals. If visits are high but leads low, or a city has a branch but no traffic, a dedicated page with address and terms is likely worth building.
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