Yandex Metrica: Goals, Webvisor and Search Reports Guide

What Yandex Metrica gives a business

The counter records visits from search, ads, Instagram, Telegram channels and direct traffic. Without it you see only a general flow of people and cannot tell who left an enquiry and who closed the page after a few seconds. Sellers on Uzum or OLX know the problem: the marketplace shows its own statistics, while your own website often stays a black box.

Metrica works well next to Google Analytics. The two tools can run in parallel, and their numbers may differ slightly because they count in different ways. That is normal. Compare trends rather than absolute values, and configure the same goals in both systems so the picture stays consistent.

Installing the counter and checking it

The counter code goes on every page of the site. Usually it sits in the shared template or is added through Google Tag Manager. The classic mistake is to install it on the homepage only and forget pages the developer added later: ad landing pages, new catalogue sections, the thank-you page.

After installation, open the site on a phone and on a computer, walk the customer path from the first screen to the enquiry, and confirm that visits and actions appear in the reports. Most visitors in Uzbekistan browse on smartphones, so the mobile version is the one to test. Make sure of the following:

• the counter fires on the homepage, catalogue, product page and cart
• the enquiry form has its own thank-you page or a submit event
• pop-ups and chat widgets do not block the counter code
• visits from your staff and contractors are excluded from statistics

Goals: without them Metrica is just a visit counter

A goal is an action on the site that matters to the business. Until goals are set up, you know how many people came but not how many became customers. Give goals names any colleague can understand, such as “enquiry sent” or “Telegram click”, not a string of letters and numbers nobody can decode a month later.

Goals that most companies need:

• submitting an enquiry or callback form
• tapping a phone number
• going to a Telegram bot or chat
• pressing a payment button for Click or Payme
• opening the thank-you page
• placing an order in an online shop

Reports for search traffic

For SEO you need three views in Metrica. The first is search engines: how many visits come from Google, Yandex and others, and how many goals each one produces. The audience splits between search engines differently in different niches, so rely on your own data rather than on someone else’s estimates.

The second view is entry pages: where people land from search and how they behave afterwards. If an important page gets many visitors who leave quickly without reaching a goal, that page deserves attention first. The third view is goal completion for search traffic. It shows which pages generate enquiries and which only generate visits, and helps you judge whether SEO is paying off.

Webvisor, click maps and scroll maps

Webvisor records the sessions of real visitors: where they clicked, where they paused, where they got confused in a form and when they left. Watching a handful of recordings of a low-converting page often explains more than long tables of numbers.

A click map shows what people press, including elements that are not links at all. A scroll map shows how far down the page readers get. Imagine a dental clinic in Tashkent whose booking form sits at the very bottom of a long page: if only a minority scroll that far, it makes sense to move the block higher or repeat the button at the top.

Always verify your conclusions. After changing a page, compare goal completion before and after over comparable periods, taking seasonality and ad campaigns into account.

Cookies, privacy and the next step

Metrica collects data about visitors, so state in your privacy policy that analytics is used and warn people about cookies. Follow personal data requirements and do not send phone numbers or names typed into forms to the analytics system.

Metrica with well-defined goals is the foundation for judging SEO and advertising by enquiries, not just by traffic. If you need to connect it with Meta and Google ads, your CRM and real sales, the markdev team sets up end-to-end analytics and reporting for businesses in Uzbekistan. Describe your task and we will discuss where it is best to start.