When talking about web analytics tools, most people would probably think of the giant Google Analytics. In fact, there are numerous options out there that are available for free or at low costs. One of which is Yandex Metrica, a free web analytics tool that has received lots of praises from marketers and SEO specialists.
Let’s have a look at what makes it stand out. And why you may prefer it to the popular Google Analytics. 🙂
What is Yandex Metrica?
Yandex Metrica is a web analytics tool developed by Yandex, the largest technology company and most popular search engine in Russia.
What makes it different from Google Analytics?
Yandex Metrica offers pretty much the same as what you can gain from Google Analytics. But the head of Yandex Metrica, Viktor Tarnavskiy, in this interview specifically points out that their USP is the behavioural analytics feature (and I agree).
Google Analytics also provides behavioural reports then why it is so special? Let’s find out!
A brilliant feature of Yandex Metrica that makes up for Google Analytics shortcomings. Since Google Analytics has yet implemented heatmaps despite having been around for a long time, businesses have to spend a lot of money for heatmaps services, such as Crazy Egg. With Yandex Metrica, it’s FREE!
Heatmaps are basically visual representations of data, which help you answer these questions:
- Where on your websites users spend the most of their time?
- What content your users are most interested in?
- Whether you have placed important information at easily accessible places?
Another cool thing about this feature of Yandex Metrica is that it can be segmented as much as you want, by users’ characteristics, device, search traffic, etc.
With session recording videos, you can know the exact journey of each user through your websites. The feature tells you where your users landed on, what they clicked, how they scrolled down the content, and what interested them the most. Really cool, isn’t it?
By gathering all the information, you can gain an in-depth understanding of what the users are looking for and how they interact with your websites, which will help you with optimising users experience.
For small businesses who cannot afford to hire marketing data analyst to make sense of a huge pile of data provided by web analytics tools (eg. Google Analytics), Yandex Metrica is your life buoy. It provides much needed visual aids to obtain a fundamental level of understanding of what you are doing right or wrong with your websites.
But that doesn’t mean big businesses don’t need it. Yandex Metrica can be a great addition to Google Analytics or any other web analytics tool you are using. Since different tools use different technologies to obtain data, the numbers can vary from tool to tool. Therefore, combining data from different tools will let your businesses have more than one perspective of users, which will be helpful for a more targeted delivery of your marketing messages or ads.
If you’re interested to learn more about this tool, check out its website and play with the live demo.
What do you think about Yandex Metrica and its behavioural analytics feature?
Do you think this web analytics tool can become a Google Analytics alternative?
I’d love to hear your thoughts on this topic so please share them in the comment section below.
Have a lovely day! 🙂