It is worth judging how well a particular advertising channel works only based on web analytics data. To do this, you
need to be able to work with conversion reports. We tell Users come to the site from different you what reports Yandex Metrica has for tracking target
actions on the site and what needs to be done to collect all conversions.
What is conversion Users come to the site from different
Conversion is the ratio of users who have performed a target action to the total number of site visitors in percent. In
our material, we will also use the term “conversion” to denote target actions themselves – purchases, views of certain
pages, calls, etc.
Before talking about collecting conversions and analyzing them, let’s look at the attribution models in Yandex Metrica, which determine which channel to attribute the target action to.
Attribution models in Metrica
Users come to the site from different sources – Yandex and Google search, contextual advertising, direct address, link in
the material on another site. Which channel to Users come to the site give a plus for attracting a new visitor depends on the chosen
attribution model. This becomes especially burundi business email list important when one contractor is engaged in context, another one is
engaged in SEO promotion, and a third one sets up targeted advertising.
Yandex Metrica supports the following attribution models based on the visitor’s click history:
- First transition. Everything is obvious here: if the user first came to your site from organic search results, we
- put a plus in the “SEO” column. He may return to you from contextual advertising in a few days, or come from a social network in a week, but this attribution model will attribute it to organic search.
- Last transition. The model assumes “zeroing” the history of the visitor’s interaction with the site and records from which channel the user came during a specific visit.
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Last significant transition. Metrica divides all sources into significant and insignificant. Insignificant ones
- include direct visits ( site URL in the address bar), gather information about your client internal transitions (transitions on the site that are
- interrupted by a visit timeout), transitions from pages saved locally on the user’s device. In these cases, the
- visitor knows the exact address of the site or is already familiar with the resource. For example, you cannot
- attribute the success of online promotion to a user who entered the site address from a business card or
- remembered it from a radio ad. It would be more correct to count the transition from a truly significant previous
- source: organic, contextual and targeted advertising, social networks, email newsletters, messengers,
- recommendation systems, links on other resources. For example, the user first followed a link in the SERP , then remembered the address and visited the exact URL a second time. According to the “last significant transition” attribution model, a visit from organic search results will be counted.
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Last transition from Yandex Direct.
- This model is used if you need to evaluate the burkina faso business directory effectiveness of this particular traffic source. All visits made after the last transition from Direct will be equated to visits from the Yandex advertising system.
By default, the Metrica model is set to “Last significant transition”. It most accurately allows you to correlate conversion with the traffic channel.
The First Transition model is relevant for business niches with a long decision-making cycle, such as real estate. It will also help you assess which channel attracts more new users.