In this article, we will figure out who is considered a visitor in Yandex metrics, what visits and views are - these are the statistics that are displayed by default in the traffic report:
Visitors in Yandex metrics are unique visits to your website. Uniqueness is determined by IP address, operating system, browser, cookies and other parameters. That is, if a person with a unique set of parameters visits your site, he is considered a visitor. If the same person (with the same set of data) visits the site a second time, for example in a day, he will no longer be considered a visitor. Therefore, in the statistics, the metrics of visitors are always less than visits - some people visit your site more than once per day.
Regardless of the first, second, third... time a person visits your site, he makes a visit. For example, a person with a certain set of parameters visited your site for the first time in 24 hours - this is both a visitor and he made a visit. Then I closed your site and visited again 1 hour later. He made one more visit, but he will not be considered a visitor for the second time. It turns out that one visitor made two visits. The visit timeout is 30 minutes. That is, every half hour, a visit to the site by the same visitor will be considered a new visit.
Views are the number of times your website pages are downloaded (reloaded) by one visitor. One visitor can view 2 pages of your site during the first visit, 3 pages of the site during the second visit, and, for example, another 5 pages of your site within 24 hours during the third visit. This visitor made 10 views in total. That is, Yandex metrics statistics count views from each unique visitor.
The share of new visitors in Yandex metrics is displayed for the reporting period you select. For example, the default reporting period is week. Accordingly, the Percentage of new visitors column will display the percentage of new unique visitors for the week:
To put it another way, if the same visitor (a person with the same set of data) visited your site on Monday and Wednesday, he will not be considered new, but it will be two visitors since he visited on different days, albeit with the same set data. Using this principle, the percentage of new visitors in Yandex Metrics for the selected reporting period is calculated.
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“Visitors” is a report in Yandex Metrica that shows information about site traffic.
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Based on this report, you can analyze the popularity of the site, identify problems and ways to solve them.
How the “Visitors” report works in Yandex Metrica
Before you start studying the data from this report, you need to register in the web analytics system, fill out the site data and create your account. From this moment on, all actions that occur with it are recorded in certain reports of the Internet service. And they become the subject of tracking. So, if you do not already have a counter installed on your site, you will have nothing to analyze.
As you can see in the screenshot, Yandex Metrica will allow you to analyze a variety of indicators related to users.
For each of them in the work area, you can independently generate the necessary reports for analytics:
- So, you can view data for various periods from a day to several years. To select a period in the date selection menu, you can set the month, week, or day of interest.
- In the presented data you can see the number of visits, visitors and the number of new visits. And also with the time spent on the site, the depth of views and the share of visits from different sources in the total traffic.
- Period comparison functions are available to you. Those. you can clearly see how this or that indicator has changed over the time you are interested in.
- In each of the reports, you can set certain conditions and see, for example, not just the number of visitors from Moscow, but also indicating their age, for example, find out how many Moscow pensioners are interested in your sites.
How it can be applied
After analyzing the data, you can, for example, track the Geography of visits in Yandex Metrica, and determine in which region there is more interest in the product, and where advertising mechanisms should be strengthened. The same benefit can be obtained from Demographics data and analysis of segmentation by gender and age of site guests.
Special attention should be paid to the ability to analyze changes in traffic indicators, which will allow you to notice a decline in time and take the necessary measures to stop it, or see an increase after any actions on the site, and make sure that the work plan is chosen correctly.
What are the visitor parameters in Yandex Metrica?
There are different indicators of this report, in which it is important not to get confused and clearly understand which name provides which information. For example, for many new users, the question is often: “What is the difference in metrics between visits and visitors?”
In order not to get lost in terminology, you need to know the exact designation of each definition.
- Visits are one of the main analytics indicators, which is counted from the beginning of entering the site and ending with the exit. If no activity occurs within 30 minutes, the session is considered over at the end of this time. If the user returned half an hour later and opened new page- this is counted as another visit.
- Visitors is the number of unique visits for the selected period. The metric counts the guest whose set of characteristics includes a non-repeating IP address, browser, operating system, cookies, etc.
- Views are the number of views of a web resource for the selected period. This includes, but is not limited to, re-entering the site and reloading the page. This number does not include “refusals”.
- Rejection – this indicator refers to situations where a person entered a web resource and left within 15 seconds. This suggests that the information and its content were not of interest to the guest. Therefore, it is important to take measures so that this amount does not exceed the conditional norm of up to 25%, and strive to reduce it by improving the quality of the web resource.
What are “new visitors” in the metric? These are unique visits that occurred from another browser or after clearing cookies or after reinstalling operating system.
What does "returning visitor" mean in metrics? This is a valuable indicator that reflects the loyalty of site guests. If the amount of this value is high, you can be confident that the web resource will have a good position in search engine rankings. And vice versa, if the number is small, you need to take measures to increase it.
Traffic sources in Yandex Metrica
To analyze information about traffic sources, you need the standard “Sources” report. Using its data, you can find out where visitors to the site came from. And identify where advertising tools should be strengthened to increase this indicator.
- Transitions from search engines – shows the number of visits from different search engines, such as Yandex, Google, Rambler, etc.
- – this is when a visit occurs through a bookmark in the browser or when the site address is entered manually into address bar browser. Most often, this indicator refers to regular readers and the higher it is, the more popular the portal.
- Internal transitions - this figure is recorded if a person, having opened the page, was inactive for half an hour or more, and then returned to the open web resource again.
- Transitions from social networks - here you can track how promotion works on social networks - Facebook, VKontakte, Odnoklassniki.
- Not defined - this is when the fact of the visit was taken into account by the system, but the identifying characteristics were not determined.
Supporting reports
The “Visitors” report includes a number of other data important for analytics, the study of which will help assess the situation with visits.
- Geography – helps to see the distribution of the main flow of site visits – by city and country. Based on its data, you can determine where the largest flow of visitors comes from, study this region and specifically develop a marketing campaign for it.
- Long-term interests – shows the preferences and interest of visitors. They can be taken into account when developing the next promotions and when preparing content.
- Demographics – here the report shows the distribution by gender and age. Based on this data, you can determine who your target audience, and also take this data into account when developing methods of influencing it.
- Activity – includes information about the depth of views, time spent on the site and traffic by time of day. Using this data, you can determine the habits of web resource guests. And, for example, take into account the time of day for posting selling content on social networks.
- Loyalty – shows the total number of visits, their frequency, time elapsed since the first and penultimate visit. By taking data from this report, you can see positive or negative dynamics. And use it to determine the effectiveness of the chosen marketing strategy.
How to increase the number of visitors
Each web resource is created with the goal of attracting readers or customers. And in order for there to be more of them, you need to pay special attention to its content, quality of material and ease of use. In other words, do everything to make the guest feel comfortable on your website.
Design, beautiful and high-quality pictures, photographs and videos, interactive elements, convenient structure - the presence of these elements will increase interest and increase the time spent on the site.
It is also important to establish a process for attracting unique visits. To do this, you need to focus on contextual advertising, search traffic and social networks.
Remind users about yourself - send out newsletters, give pleasant bonuses. Returning visitors are a valuable audience.
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Based on site viewing statistics, you can analyze the effectiveness of your online business. Few company owners need a website that is not visited by Internet users, that its potential clients do not know about, and that does not bring any profit. Thanks to the analysis of site statistics, it is possible to identify and eliminate errors, determine the correctness of promotion and advertising work, make a forecast for the future and increase the number of views, orders and profits brought by the site.
One of the ways to collect and process site statistics is Yandex.Metrica. The site team is engaged in the creation, administration and promotion of sites and to work in each of these areas recommends installing Yandex.metrics on the site. If you have already ordered a website or installation of this plugin, it’s time to familiarize yourself with its basic concepts.
Yandex.metrics uses three indicators: views, visits and visitors.
VIEWS IN YANDEX.METRICS – THIS
Example 1. During the day, 3 visitors visited the site, each of them looked at 2 pages. There will be a total of 6 views per day.
VISITS IN YANDEX.METRICS – THIS
The number of visits is the number of visits to the site from an external source: from a search, from a bookmark in the browser, from an advertisement, etc. Each visit begins when the visitor enters the site, lasts as long as he is active on the site, and ends 30 minutes after viewing the last page.
Example 2
| Visited the site | Looked at the pages | Closed the site | |||
| First visitor |
at 11:00 at 12:10 |
2 pcs 3 pcs |
at 12:00 at 12:20 at 13:00 at 17:00 |
7 pcs 11 pcs |
at 14:00 at 20:00 The number of visitors is the number of people who visited the site according to the cookie file, which is created in each browser and helps Yandex.metrics distinguish one person from another. A new visitor for the analyzed period will be considered:
It is important to remember that each user can configure the deletion of cookies manually: every time the computer is restarted, when the browser is closed, or after a certain time interval...
The difference between a visit and a visitor in Yandex Metrics is closely related to the difference between returning and unique visitors. I will quote the official certificate from metrika.yandex.ru:
From the point of view of a person not familiar with the metric, this may seem confusing, so let's keep it simple. Let's say you own a modest donut shop. And within an hour, 10 people entered it. 9 of them came in once, and the tenth came in twice and took a second portion of donuts for home. So, it turns out that 10 people visited your store 11 times. And in this example:
It's simple, isn't it? As you already understand, the number of visits cannot be greater than the number of visitors. However, if the number of visits is equal to or too close to the number of visitors - perhaps your donuts are not that good if people are not coming back to you for repeat orders? I make these analogies for a reason. The more the number of visits prevails over the number of visitors, the better your audience core is formed. And in this case, “quality donuts” are high-quality and interesting content, usability, unique services, and so on. Visit timeout - what is it?There are some peculiarities in recording visits using metrics. There is such a thing as a visit timeout. It affects how the metric will divide the visit into visits. Let's say you found a very interesting and useful article by opening it in your browser. From this moment on, Yandex Metrica counted your visit to this article as a visit. If you decide to read it in an hour, without closing it and working on other tabs, then your reading will create a second visit. The point here is that the metric divides the visit into different visits if the activity on the page was interrupted (to be more precise, if the session was interrupted). By default, this visit timeout is 30 minutes. It can be changed in the metric settings.
It is also important that Yandex divides the visit into visits even if there was a transition through a Yandex Direct advertisement, even if the previous session was not completed. This was done to correctly count transitions from contextual advertising. Where can I see statistics of visits and visitors in Yandex Metrica?The metric provides powerful statistics on visitors and visits. They are especially useful when
View depth in the metric is an indicator of the metrika.yandex.ru service, reflecting the number of web pages that a user views per visit, as well as the average indicator for the number of pages viewed per visit over a certain period of time. Simply put, browsing depth reflects how many URLs a user has gone through when visiting a website. If the user went through five pages, then it will be equal to 5 for his single visit. If the second visitor visited only one page, then it will be equal to 3 (on average) for these two users. Why is this factor important?This is one of the most important behavioral factors that can be taken into account when ranking a page for topical keywords. Accordingly, the depth of transitions can directly affect the results of website promotion in search engines, namely, organic traffic from search engines. In addition, it can also affect the monetization of the site. If you receive money from YAN advertising ( advertising network Yandex), Google Adsense or teasers, your earnings directly depend on how deeply the user views the pages. What viewing depth can be considered a good indicator?For a factor such as site browsing depth, a good indicator is a relative concept. The theme of the site is of great importance. Agree that users will behave completely differently in different topics. If, for example, we talk about a taxi service or urgent medical services, the viewing depth will be minimal. After all, you also don’t go through a dozen pages if you urgently need to move from point A to point B? You see a phone number on the website and just call it. That is why in the taxi topic the number of views barely exceeds one page. You can see a typical situation with a taxi service website in the picture (service from Moscow): If we take one of the entertainment topics, then the depth here will, as a rule, be greater. Therefore, to evaluate this criterion on your website, you need to take indicators not “on average for the hospital,” but exclusively on your topic. And ideally, data on specific keywords. How can you find out the approximate indicators in your subject area?You can ask this question on thematic webmaster forums. I am sure there will be good people who will share this (and other) information. Nobody will give you statistics on individual keywords, but on the topic it’s easy. You can use a more accurate and cunning method - there is special software who is looking for open Yandex Metrics and other analytics systems 😉 Therefore, it is not worth arguing that a small number of views is bad in any case. Let's also imagine the situation that the content on your page satisfies the user's need as much as possible. He comes from the search to your page and solves his question, but does not return back to the search. After all, this is just an ideal situation. This is something that should be encouraged search engines, isn't it? And in this case, the norm for viewing depth will be a small indicator. Of course, a one-page landing page will also have a low viewing depth. At the same time, it can have a high conversion rate and be very effective. Where will the views come from if there is nowhere to go? How to increase the depth of site browsing?Of course, the greater the viewing depth, the general rule, better. Therefore, you need to work on increasing the depth of views. Here are just a few activities that can improve this metric:
There are also some artificial ways to increase this indicator, for which, however, they do not yet give pessimization. So, if you have a section on your website where you can download some documents, you don’t have to provide a direct link to the document. Walk the user through a page or two of pads before they have the opportunity to download the file. The main thing is to correctly assess the user’s motivation to receive the file. And don't make him feel manipulated. Many file hosting services use a similar strategy. How to view viewing depth in Yandex Metrica?Firstly, it appears in the summary (on " home page» Yandex Metrica service).
I’m posting here my test project with traffic, which I don’t particularly mind. Here you can see the depth indicator for views not only for a day, but also for any period of time, for example, a month.
You can see the viewing rate of individual visitors on the Webvisor menu tab. Here the number of views is indicated for each visit.
The Metrics menu section is very important:
Here you can see the number of visitors, including %, who view a certain number of pages.
In addition, in this report you can apply segmentation and, for example, evaluate the depth of views for women in cities with a population of over a million. This can be quite useful in assessing the behavior of your target audience.
Similarly, you can look at the number of views in general by gender.
It is very important to track view depth metrics in reports on display resolutions and other technologies.
For example, a report on the presence or absence of JavaScript in the user’s browser is very indicative.
So, views that are significantly different from the average should lead you to believe that users are experiencing certain inconveniences (for example, links or buttons on the screen that are too small mobile phone). To find the reason, you need to test the site for different devices, track behavior using the web viewer, track the dynamics of indicators. Of course, it is impossible to cover all the subtleties in one article. Ask questions in the comments and write to me. Problems |
