Moreover, there are a huge number of advertising channels today.
You can invest in SEO promotion and not know whether it works or not.
Also spend money on contextual advertising , blindly believing that its effectiveness suits you.
Or buy traffic on third-party sites (using the pay-per-click, CPA or CPM system).
Or send out email newsletters and get a low response rate.
It is web analytics tools that allow you to conduct a convenient cross-sectional analysis of the effectiveness of each channel.
In 2010-2012 we had an online store.
Previously, we set up contextual advertising for our online store .
And they bought banner ads on third-party sites.
And only when we installed Yandex Metrica and set up conversion tracking, only then were we able to analyze which channels were generating sales.
After cleaning up the traffic sources, we abandoned a number of sites with a banner network (at that time it was Marketgid), and also reviewed the keywords in the campaigns.
Many informational keywords ended up in the negative base.
We also noticed that some clicks simply did not translate into sales!
These were huge losses in the budget, and we made decisions to close ineffective sales channels.
Since then, we have clearly established business processes for tracking marketing channels.
We compare channel costs, evaluate the channel efficiency in the web analytics system (achievement of goals, how much they cost), determine the benefit, and make a decision – to scale the channels or close them.
We like Yandex.Metrica much more than other web analytics tools because of its very simple reporting, ease of setup, and ability to track each visit separately.
Therefore, having almost 10 years of experience with this meter, I can tell a beginner how to set it up and benefit from it.
Yandex.Metrica
Главное меню Яндекс Метрики
Yandex.Metrica, familiar to the Russian Internet, is incredibly easy to install.
Every landing page , every website in Russia, Belarus, Kazakhstan and other former CIS countries is equipped with it.
Recently, when Yandex was blocked in Ukraine, the demand for installing this counter fell due to the difficulty of checking it (yes, a VPN is required to visit Yandex services from Ukraine).
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Installing the Yandex.Metrica counter
Do you need a meter or can you do without it: expert answers
We simplify analytics and delegate it to a professional
To add a counter, simply go to the Yandex.Metrica website and click the ADD COUNTER button.
Как добавить счетчик в Яндекс Метрике
In the new window, fill in the following fields.
Counter name – for convenience, name it as the website URL.
Website address – provide a link to the main page of the website.
Enable subdomains and check the box – check this if you will be tracking all subdomains of your site in one counter.
You can also add other alternative URLs to your site.
Select your currency, time zone and accept the terms of the agreement.
Then you will be taken to the window for additional settings of the counter code.
Remember: checking the boxes changes the subsequent code, so check them wisely.
I recommend installing Webvisor at all times. This is a unique utility for tracking user behavior – it records the entire session as a simple video. You can see how the visitor behaved and what data he entered.
