Traffic and product range analytics β

Traffic and product range analytics is a tool that can help you evaluate the sales performance for different products and medical services in the market.

With this tool, you can:

  • Determine which products, categories, brands, and doctor specialties users tend to choose.

  • Compare your company’s metrics with those of your competitors.

  • Track traffic in Yandex Search by product or by doctor.

  • Find out what products, categories, or doctor specialties you lack compared to other sites.

To use the tool, go to Efficiency → Traffic and product range analytics (β) and select the Goods or Medicine tab depending on which one you need.

To compare the metrics of other sites to yours, enter your site in the left menu of Yandex Webmaster. If you just need to get a broad picture of the market, you can skip this step.

Products

In the Categories tab, you can view product analytics for different categories (Pharmacy, Home Appliances, Children’s Goods, and others).

In the Products tab, you can analyze data on different products and assess the competition and page rank in search results.

In the Brands tab, you can view analytics on brands represented in the market.

The following metrics are available when working with traffic and product range analytics:

Impressions

The display of the link to the site in the Yandex search results for some query. Potential presence of the link on the second and further search result pages is not considered a display, if the user didn't open the page.

An impression grade is displayed for your site and other sites. To see your site's data, add the site in Yandex Webmaster and select it in the left menu.

The grade is a scale of levels that can be used to visually compare your site's impressions with those of other sites. The more segments are highlighted on the scale, the more frequently the site's product appears in search results.

Clicks

The user's click on the site in the Yandex search results page.

CTR

The ratio of the number of clicks on the snippet to the number of its impressions is measured in percent. This metric typically reflects the appeal of the site page's snippet.

Share of impressions

The percentage of your impressions from the total traffic by product. It can help you monitor your metrics and set growth goals.

Filters

To get more detailed statistics by category, product, or brand, use filters in the tabs:

  • Category — specify the desired category.
  • Mine — shows if you have this category.
  • Products, mine — statistics on your products.
  • Products, total — statistics on all products.
  • Sellers — number of sellers in the selected category.
  • % of sellers with traffic — share (% of total) of sellers with traffic in the segment you’ve chosen.
  • Clicks — number of clicks to your product page from Yandex search results over the last week.
  • Impressions, mine — shows impressions for your site over the last week.
  • Impressions, total — shows the total number of impressions over the last week.
  • Impression grade — applies to top-level elements, so you need to enter the value for your site in the filter. To use this filter, add your site in Yandex Webmaster and enter it in the left menu.
  • My CTR — ratio of the number of clicks on the snippet to the number of its impressions on your site.
  • CTR, total — ratio of the number of clicks on the snippet to the total number of its impressions.
  • Share of impressions — percentage of your impressions from the total traffic in the segment.

To get reports on the most popular filter sets, go to Popular filters and choose one of the options:

  • High-potential categories — categories represented by a small number of sellers.
  • Popular products — offerings from other sellers that are popular with users.
  • Growth points — products you do not sell but which are in high demand from your competitors.
  • Product — specify the desired product.
  • Category — displays the selected category.
  • Brand — displays the product’s brand.
  • Mine — shows if you have this product.
  • % of sellers with traffic — share (% of total) of sellers with traffic in the segment you’ve chosen.
  • Sellers — number of sellers in the selected category.
  • Prices, lower bound — the lowest price for the product.
  • Prices, upper bound — the highest price for the product.
  • Clicks — number of clicks to your product page from Yandex search results over the last week.
  • Impressions, mine — shows impressions for your site over the last week.
  • Impressions, total — shows the total number of impressions over the last week.
  • Impression grade — applies to top-level elements, so you need to enter the value for your site in the filter. To use this filter, add your site in Yandex Webmaster and enter it in the left menu.
  • My CTR — ratio of the number of clicks on the snippet to the number of its impressions on your site.
  • Share of impressions — percentage of your impressions from the total traffic in the segment.

To get reports on the most popular filter sets, go to Popular filters and choose one of the options:

  • High-potential categories — categories or products represented by a small number of sellers.
  • Popular products — offerings from other sellers that are popular with users.
  • Growth points — products you do not sell but which are in high demand from your competitors.
  • Unpopular offers — products not in high demand both in your store and in other stores.
  • Invisible products — products in high demand in the stores of other sellers but unpopular in your store.
  • Brand — specify the desired brand.
  • Mine — shows if you have products of this brand.
  • Products, mine — statistics on your products of the specified brand.
  • Products, total — statistics on all products of the specified brand.
  • Sellers — number of sellers in the selected category.
  • % of sellers with traffic — share (% of total) of sellers with traffic in the segment you’ve chosen.
  • Clicks — number of clicks to your product page from Yandex search results over the last week.
  • Impressions, mine — shows impressions for your site over the last week.
  • Impressions, total — shows the total number of impressions over the last week.
  • My CTR — ratio of the number of clicks on the snippet to the number of its impressions on your site.
  • CTR, total — ratio of the number of clicks on the snippet to the total number of its impressions.
  • Share of impressions — percentage of your impressions from the total traffic in the segment.

To get reports on the most popular filter sets, go to Popular filters and choose one of the options:

  • High-potential categories — categories, products, or brands represented by a small number of sellers.
  • Popular products — offerings from other sellers that are popular with users.
  • Growth points — brands you do not sell but which are in high demand from your competitors.
  • Unpopular offers — brands not in high demand both in your store and in other stores.
  • Invisible products — brands in high demand in the stores of other sellers but unpopular in your store.
  • Brands with high CTR — brands with high CTR that are represented by a small number of sellers.

In fields with two values, the upper one shows data about your products, the lower one about all products in the segment you’ve selected using filters.

How to analyze traffic and the product range

  1. Set the necessary filters on the Categories tab.
  2. To go to Products, click on the category you are interested in.
  3. Use the filters on the Products tab for more detailed statistics.

What you can do using traffic and product range analytics

Identify products with the lowest competition in the category

  1. Open the Categories tab.

  2. Specify the necessary regions and sort the columns by the number of sellers in ascending order.

  3. Set filters:

    • % of sellers with traffic — greater than or equal to 30

  4. Click on the desired category to go to the Products tab.

  5. Set filters:

    • % of sellers with traffic — greater than or equal to 30

  6. Sort the columns by the number of sellers in ascending order.

Understand which products are most in demand

  1. Open the Categories tab.

  2. Specify the desired category and sort the columns by impressions in descending order.

  3. Set filters:

    • % of sellers with traffic — greater than or equal to 30

  4. Click on the desired category to go to the Products tab.

  5. Set filters:

    • % of sellers with traffic — greater than or equal to 30

  6. Sort the columns by impressions in descending order.

Find products that you do not sell

  1. Open the Categories tab.

  2. Set filters:

    • Mine — yes

  3. Sort the columns by impressions in descending order.

  4. Click on the desired category to go to the Products tab.

  5. Set filters:

    • Mine — no

  6. Sort the columns by impressions in descending order.

Find products with the lowest demand

  1. Open the Products tab.

  2. Set filters:

    • Mine — yes
    • % of sellers with traffic — less than or equal to 30 (to see if the product has demand issues in the general segment)
    • % of sellers with traffic — greater than or equal to 30 (to see if the product has demand issues in your store)

  3. Sort the columns by CTR in ascending order.

Medicine

Medical service analytics can help:

  • Clinics, to find growth opportunities and dynamically manage their prices and staff.
  • Doctors, to understand where to start seeing patients and how to improve the rating.
  • Investors, to estimate the market potential.

The data you get can be used for:

  • Monitoring doctor specialties. Learn about top specialties by demand, competition, and price range.
  • Regional segmentation. Find out where the market is undervalued (high demand with low supply).
  • Tracking changes in prices and ratings. See how price changes affect the conversion rate (for example, for appointments).
  • Evaluating your own and general market segments. Compare your offers with those of other clinics.

Metric

What it shows

How it can be used

Doctors

The number of doctors in this specialty.

Assess market saturation.

Clinics

The median price for a single appointment.

Compare your medical service offers with those of other clinics.

Clicks

Search traffic (traffic to your site and the total traffic).

Evaluate your reach in comparison with the overall market coverage.

Impressions (total number and grade)

An impression grade is displayed for your site and other sites. To see your site's data, add the site in Yandex Webmaster and select it in the left menu.

The grade is a scale of levels that can be used to visually compare your site's impressions with those of other sites.

Track trends and seasonality.

CTR, %

The ratio of clicks to impressions.

Share of impressions, %

The share of impressions for doctors in this specialty out of the total number in the segment.

Gain an understanding of the overall market situation and make changes to your offers if necessary.

Filters

  • Specialty — select the one you're interested in.
  • Doctors, mine — shows if you have doctors of this specialty.
  • Doctors, total — statistics on all doctors.
  • Clinics — number of clinics in the selected category.
  • Prices — greater or less than the median price.
  • Clicks, total — shows the total number of clicks over the last week.
  • Impressions, total — shows the total number of impressions over the last week.
  • CTR, total — ratio of the number of clicks on the snippet to the total number of its impressions.
  • Impression share, total — percentage of all impressions from the total traffic in the segment.

In fields with two values, the upper value is for the number of your doctors in the selected specialty, while the lower value is for all doctors.

Use cases for medical service analytics

Discover undervalued specialties in your city and plan marketing campaigns
  1. Select a city or region above the table.
  2. Sort the Doctors column in ascending order and the Impressions column in descending order.
  3. Look for rows where there are few doctors but lots of impressions.
Compare your appointment price with the market average
  1. Select a specialty and, optionally, a region above the table.
  2. You'll see the difference in the Price column. When an extreme deviation occurs, the CTR drops. That's how the market reacts.
Monitor demand
  • The share healthcare-related search queries for each specialty.
  • The number of impressions and clicks, CTR, and impression share.
Plan on opening a new branch
  1. Find a region with low competition and a high appointment price.
  2. Use the report for your business plan.

FAQ

How often is the data updated?

The data is updated at least once a week. The statistics you see cover the past week.

What counts as an impression for a doctor?

The doctor's card appearing in search results.

How are doctors who work for different clinics counted?

Each unique doctor+clinic combination is considered a separate record. This makes it possible to see the doctor distribution across clinics.

Contact support

If your question is about lowering the site's position, go to How do I improve the site ranking in the search.




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