Metrica reports. Site traffic statistics

Site traffic statistics are useful for understanding a site's efficiency and audience quality, which are two fundamental factors of a successful internet resource. Statistics are collected based on Yandex Metrica data.

Metrica operates based on the traditional tracking tag principle: code inserted on the pages of your site registers each visit and collects data on them. Metrica creates reports and maps of user actions. Data aggregated by the Metrica tag is read-only and cannot be edited.

How Metrica can help

You can use Metrica to find out:

  • What users do on the site:

    • How convenient site navigation is for them. Which navigation elements are used actively, and which ones are not used or are not visible to users.
    • Which content is most interesting to them. Which sections or pages are visited most frequently, and which ones are mostly ignored.
    • How they view content. If the content is fully viewed, or if users leave pages for various reasons.
  • How successfully ad units are positioned:

    • If ad units fall into the user's field of view.
    • If ad units interfere with site content.
    • Which ad locations provide the highest CTR, and why.

How to view a report in Metrica

  1. In the Yandex Advertising Network interface, go to Ads on websites → Sites.

  2. Click More → Metrics Report in the line with the desired site.

    How it looks in the interface

How to connect a Metrica tag

  1. In the Yandex Advertising Network interface, go to Ads on websites → Sites.

  2. Click Edit in the line the desired site.

  3. Open the General tab and enable Show YAN reports in Yandex Metrica.

  4. Add the tag number in the Yandex Metrica tags field.

    How it looks in the interface

Reports will appear in Metrica within 24 hours.


Since Yandex Advertising Network ad code is usually not inserted on all pages of a site, the data collected by Metrica may be incomplete. We recommend that you create and configure a new tag in Yandex Metrica and install the code snippet on all of your site pages. This will help you more accurately determine the site quality and obtain additional reports on the site traffic. The Metrica tag only serves as a data collector and does not show any ads.

Metrica features

A detailed description of these features can be found in Yandex Metrica Help.


Use Standard reports → Monetization to estimate advertising revenue through a variety of indicators. For example, you can identify the most profitable traffic sources or check ad performance on different pages of your site.

For more information about Monetization reports, see Yandex Metrica Help.


Summary is the main page of your Metrica reports and enables you to quickly obtain information on traffic and other important indicators.


The report Standard reports → Traffic shows the level of traffic for any desired period of time.

Using it you can determine the overall trend of user traffic on your site and, by understanding the relationship between “traffic and revenue”, forecast the level of income your site brings in.


In order to assess traffic quality, you must first understand where the traffic came from. This can be seen in reports from the menu Standard reports → Sources, for example, Sites, Keywords or Social networks.

Low-quality traffic degrades the indicators for your site and negatively affects revenue. Genuine search traffic is the optimal source of traffic for your site.


By looking at Standard reports → Users, it allows you to estimate the socio-demographic composition and interests of your site's audience. This can be important in evaluating how effective your ad units are on the Yandex Advertising Network.

The Long-term interests report shows which subjects are more interesting to users of your site. Knowing the preferences of your users can help you decide how to develop your site.

Use the Geography report to learn about the location of your audience.

Use the reports in the Demographics section to assess the distribution of your audience by age and by gender.

Use the reports in the Activity section to find out how much time users are spending on your site, the average page view depth, and how traffic varies depending on the time of day.

Use the Loyalty reports to evaluate the number of sessions per user, their frequency of sessions, the time interval between the last two sessions, and the time interval between the user's first and last session.


The reports in the Standard Reports → Contents menu allow you to determine the most visited pages on your site as well as other details about user visits (for example, the currency or language used) and the used URL parameters. You can learn what the landing pages of your site are for your users, what pages they leave from after viewing your site, and what pages are shared on social networks. Analysis of this information can help you predict the behavior of your audience and prioritize while improving the quality of your pages.


By looking at Standard reports → Technologies, you can determine what software and which devices users browse your site with. Information about operating systems and users' browsers, their display resolutions, and the presence and versions of Flash plugins, Java, JavaScript, and Silverlight is detailed in these reports. Make sure your site is correctly displayed in popular browsers.


By looking at Standard reports → Monitoring, you can monitor the availability of your site, track its load in real time, see the average load time of pages, and view the number of robots that visit the site.

Analysis of monitoring reports helps keep track of potential problems with site access (for instance if a site cannot cope with a large number of users).

My reports

Any Metrica report can be changed for a more complete and accurate measurement of the required figures for your site. Saved user reports will be available in the menu Reports → My reports.


Maps allow you to understand the behavioral logic of users on your site:

  • Link map is a tool used to measure statistics for link click-throughs on your site.

  • The click map (often called a heat map, although it has more functionality than a traditional heat map) is a tool used to measure and display statistics on exactly where users are clicking on your site. In contrast to a link map, a click map displays clicks on all page elements and not just on links.

  • Scrolling map shows how the attention of users is distributed on a page. This information will help you when placing Yandex Advertising Network units.

  • Form analysis allows you to understand how users of your site interact with forms. For each form you can find how many conversions, the average time it takes to fill in fields, and on which users left the form.


Webvisor reproduces user actions in video format and lets you know what they do on the site: how they move around the page, how they move the mouse cursor and click through links.

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