Why are goals set in Yandex Metrica. Guide to setting goals in Metrica: let's figure it out together. Accounting and tracking conversions using Google Tag Manager

Just in case, one more time. Everywhere in the reachGoal (‘something’) construction, in brackets and quotation marks, the event modifier that we create in Yandex.Metrica

If there is JivoSite or similar online chats, you can track the visitor's requests, whether they answered him or not, and so on. To do this, go to the metrics in creating goals, create (we already know how to do) a JavaScript event and use the one that suits your needs as an identifier:

1. Jivo_Chat_requested - Chat requested by the client.
2. Jivo_Chat_established - A client-agent dialogue has been established. Items 1 and 2 are usually two steps of a compound goal. It turns out a chain: the client writes to the online chat -> the consultant answers the client.
3. Jivo_Proactive_invitation_accepted - An invitation was displayed to the client.
4. Jivo_Proactive_invitation_rejected - Client closedcross stitch invitation.
5. Jivo_Proactive_invitation_shown - Client acceptedinvitation by writing a message in response.
6. Jivo_Offline_form_shown - A form is displayed to the client to send a message to e-mail when there are no operators online
7. Jivo_Offline_message_sent - Client sent offline message

Hope it was helpful!

If you have had experience setting extraordinary goals in Metrica, please tell us about them in the comments.

To about n e c

in internet marketing, the purpose or target action is understood as the visitor's actions in which the site owner is interested, for example:

• visiting specific pages;
• clicking on the subscribe button;
• clicking on the button to add goods to the basket;
• following certain links;
• registration and payment of the order.

Wherein:

• site visits by users during which goals were achieved are called targeted visits;
• during one targeted visit, several achievements of the same or different goals may occur;
• a the ratio of the number of targeted visits to the total number of visits is called!

Goals are usually divided into simple and compound.

Simple Goals- are set by one condition, for example: the number of page views, a visit to a certain page, a given JavaScript event.

Composite Goals- are set by a certain sequence of steps (conditions) performed by the user on the way to the target action, and each step is described using a simple goal.

Analysis of statistics on the steps of compound goals helps to understand at which stage of the movement towards the goal site visitors experience difficulties.

Conversion is the ratio of two indicators to each other; for example, the number of those who went to , to the number of those who were on the main page of the site at all. If 1 person out of 100 page visitors went to the directory, the conversion would be 1%, if 10 people went, the conversion would be 10%, and so on.

Conversion rates are important data in determining the effectiveness of a website. Does our site sell? We can get the answer to this question by analyzing the indicators of different conversions.

What goals or conversions to track

It depends on the optimization tools and capture forms (they are also data collection forms). It is most convenient to create a plan for tracked conversions in the following table:

To begin with, you can name the fields exactly as shown in the example - as we work, we will figure out what it is and what it is for. After that, you can optimize the plate for your needs. Now, together, step by step, we will identify the conversions we need.

Step 1. Identify conversion elements

First, for convenience, let's make a list of all our conversion elements - that is, those that: order a call back, open a catalog, put a product in a basket, go to a social network, and even just watch a video.

Here is a rough list of elements that are likely to be on your site and should be included in the list.

• Buttons:
  • with a call to action;
  • adding goods to the cart;
  • placing an order;
  • newsletter subscriptions;
  • registration;
  • transition to social networks;
  • links to other pages.
• Pictures that serve as links to pages/sections.
• Forms:
  • placing an order in the shopping cart;
  • registration;
  • subscriptions;
  • feedback;
  • registration of applications;
  • inquiries/requests/questions, etc.
• Video viewable.

Attention! It is worth thinking carefully about which elements are worth working out and which are not: not all of them will directly affect sales; Tracking a thousand unnecessary conversions does not make sense.

Now the necessary elements need to be correctly entered into the table: how to do this, let's look at the example of a button on the main page of the site. There she is:

The button we are interested in is called “More” and it leads to the training catalog page. Recording about it is entered into the plan.

Just a few words about the name. There can be several tens or even hundreds of conversions, but by the name you should immediately clearly understand what it is about. You should not use names like: "Conversion 1" or names in the form of incomprehensible abbreviations. It is convenient to use the following format:

"Site page _ conversion type _ page section".

For our button, a good, correct entry would look like this:

Recording the conversion in the planning table: it is immediately clear that we are talking about the main CTA on the first screen of the main page of the site

We carry out a similar analysis of each page and find all the elements by which we will track conversions.

Step 2. Identify conversion pages

Now we track the path that the visitor takes from the moment of the first hit (the entry page) to the final moment of purchase. This path is called the visitor's conversion trajectory.

Why do we need it? After the analysis, we will get a list of not only buttons, but also pages where the conversion occurs; their visits are monitored. Here are some examples of typical trajectories with indication of such pages.

• Main page - Catalog - Product card - Filling out the order form
• Main page - Catalog - Product card - Filling out the order form - Payment page - Thank you page (about it below)
• Main page - Catalog - Service page (landing) - Call from the site for ordering
• Main page – Service page (landing page) – Filling in the order form.
• Blog article – Service/product page – Filling out the order form

If we find a lot of such pages, the list should be shortened, leaving only the so-called "nodal" pages: those visited by users following different trajectories. For example, in the first two examples there is a node page "Filling out the order form" - we will leave it.

Looking ahead a little (so as not to get the feeling that we forgot to say something): the trajectories of visitors are tracked using the settings of the Goals tool in Yandex.Metrica and Google Analytics- we will talk about this in detail below.

The pages we need (all or only the nodal ones) are entered into the plate in the same way as the buttons. As a result of the analysis, we have a planning table in our hands, which contains full list elements and pages, the conversion of which we will track.

The conversion of elements or pages can be tracked using special goal settings in " Yandex.Metrica» (no more than 200 targets per site).

The service uses 4 formats - or condition types - of goals.

• The number of views. A format for tracking users who viewed two or more pages in one session. This feature is often referred to as "View Depth".
• Page visits. A goal that measures the number of visits to specific pages on a site.
• JavaScript event. This type embeds an identifier in the site code that tracks the number of actions performed by visitors: clicking on a button, filling out registration forms, etc.
• Composite goal. Tracks how visitors complete up to 5 specific steps, such as placing pages, clicking a button, and going to new page etc.

4 main conditions for setting goals in Yandex.Metrica

The table below shows the types of conversions and goal formats that you need to use.

Note: if two or three options are indicated, it is not necessary to use all - choose one suitable and use it.

It is worth dwelling separately on such a method as the "Page of Gratitude". Add a special thank you page after each targeted customer action. Then the visitor will get to it every time they reach the goal, and we can easily measure the conversion by tracking how many such visitors were in the end.

Setting goals in Yandex.Metrica step by step

1. Open the "Counters" page of "Yandex.Metrics". Select the one you want and click on the gear icon:

2. On the page that opens, select the "Goals" tab:

3. Click "Add Target" and select the "Page Visits" tab.

4. From the drop-down list, select "url: contains" and write the address of the page, the transition to which is tracked. In our example: how many visitors from the main page will go to the page with the catalog of services.

5. Add a name from the planning table and click the "Add goal" button:

Setting up conversions (goals) via JavaScript events

Now let's set up the conversion of used buttons, registration forms and subscriptions.

Attention! Setting up this type of goal requires making changes to the site code. If you do not have the necessary level of knowledge, it is better to leave this task to specialists.

The setup involves two steps:

1. Target setting.

2. Making changes to the site code.

First, let's set up a goal in Yandex.Metrica:

1. We enter the name of the goal from the planning table:

2. Select the type of conversion - JavaScript event.

3. Specify the name of the target identifier.

Attention! The identifier must be specified only in Latin letters and numbers without spaces. It is impossible for the name of the identifier to coincide with the url-address of the site, even partially.

4. Click "Add target".

Now we make changes to the site code. You need to find the button or form code and add the goal data.

onclick="yaCounterХХХХХХ.reachGoal("Identifikator"); return true;"

where instead of XXXXX we add the Yandex.Metrics counter code, which we take on the counter settings page:

Instead of Identifikator, we add the name of the target identifier, which we set in the step above.

In our example, the final code will look like this:

onclick="yaCounter40703159.reachGoal("btnZakaz1"); return true;

2. Open the code of the site page on which the button is installed.

3. Find the code for this button on your site.

4. Add a piece of code - as shown in the figure and save. Target set.

Setting up conversion through the "trajectory of the visitor"

1. Enter the name of the goal.

2. Select the type - "Composite goal".

3. Enter the name of the step.

4. Enter the condition of the first step - the address of the page from which we begin to track the client's path. Then click "Add Step".

5. Similarly, the data for the next step is entered (attention: there can be no more than five). The cycle is repeated as many times as the number of pages the client has to go through.

6. Click "Add target".

You can use not only the format of visiting a specific page, but also individual events. For example: "click on a button". In this case, at the step selection stage, we specify the condition "Event: Target ID". The setting is carried out in the same way as the button conversion setting.

Additional options for analyzing registration/contact/order forms

"Yandex.Metrica" ​​allows you to analyze the completion of registration forms through a tool such as "Form Analytics":

To measure the conversion of a specific page, do the following:

1. Open Form Analytics.

2. Select the "Interaction with the site" tab, select the page address in the drop-down window and set the required dates:

3. We receive data in the form for the selected period:

Google Analytics Conversion Tracking

Let's take a look at setting up conversion tracking through Google Analytics. For this, the “Goals” tool is used (no more than 20 goals per view - that is, per level that gives access to reports).

Google Analytics uses the following 4 goal formats:

1. landing page. Allows you to track visits to specific pages or visitor trajectory.
2. duration. Allows you to track the number of visitors who stayed on the site for a certain amount of time.
3. Pages/screens per session. This format tracks people who visit a certain number of pages in a single session.
4. Event. The format tracks the completion of targeted actions, such as clicking on buttons or registering in forms.

The table below shows the types of conversions and goal formats for them:

List of conversions and their corresponding condition types in Google Analytics

Customizing the Landing Page Format

1. We go into our office. Select the "Administrator" tab, select the site in the drop-down list and click "Goals":

2. In the tab that opens, click on the "+ Goal" button:

3. At the very bottom of the page, select "Own":

4. Enter the name of the goal, select the type - "Landing page" and click "Continue":

5. We prescribe the address of the page, the transition to which is tracked. In our example, we need a transition to a page with a catalog of services, which means that we prescribe the address of the latter. And click "Save":

6. Check the result:

Setting the goal of the "Events" format

As in Metrica, here we do two things.

1. Set up goals in Google service.

2. We make changes to the site code.

Set up the target:

1. We go into the service, click on "+ Target" and select "Own" in the window that opens.

2. We drive in the name, select the type - "Event" and click "Continue":

3. In the window that opens, we must fill in at least two sections: "Category" and "Action".

You can fill in the names only in Latin and numbers. It is desirable that the names reflect the essence. In our case, this is the “Orders” category (we write “zakaz”) and the “Click” action (we write “click”), since we are talking about a mouse click on the button to place an order.

Now you need to add the necessary changes to the site code.

1. To track the conversion of the button, add the following code:

ga("send", "event", , );

ga("send", "event", unchangeable part

- name of category. Instead of this phrase, we enter the word that was specified when setting up the goal: “zakaz”.

- the name of the action. The word that was specified when setting the target is entered here: “click”.

The final code for our example:

ga("send", "event","zakaz", "click");

Setting up a visitor path conversion

1. Click "Add Target" and select "Own" at the very bottom of the page.

2. Specify the name of the goal and select the type "Landing page". Click "Continue":

In the "Transfer" tab, we indicate the address of the last page that the client gets to in the chain. Next, set the "Sequence" button to "ON":

4. Now we write down sequentially all the stages that the client must go through from the first to the penultimate page (the last one is already indicated). Set the Required button to YES. We save.

Accounting and analysis of data on conversions

Setting goals in Yandex and Google only gives you access to statistical data. But without the creation of an accounting system and regular analysis of the results, all this will be useless. Conversion analysis should be carried out in dynamics, that is, constantly comparing data for one period with data for another.

Example. The fact that in March 2017 the callback conversion rate is 1.2% does not tell us anything about the effectiveness of the element. Is it a lot or a little? Unclear. But if we compare this indicator with the result of the previous month, when the conversion was 1.9%, then we can conclude that the conversion has worsened.

To correctly interpret the results, you need to create and maintain a record of all conversion data. The easiest way is to use Excel spreadsheet to regularly record item conversion data.

• For online stores, it is recommended to take into account the data on a daily basis.
• For other sites, it is enough to analyze the data on a weekly/monthly basis.

Then, based on this data, you can create a graph for a good visual presentation with a few mouse clicks.

Viewing conversion results in Yandex.Metrica

1. To view the results of tracked conversions, open the "Reports" tab, then "Standard Reports" and "Conversions".

2. Choose the goal we need:

3. On the page that opens, we see detailed information in graphical and tabular form. We can choose the reporting period we need.

1. To view the results on the left tab, select "Conversions" - "Goals" - "Overview".

2. In the window that opens, we select the reporting period and in the "Goals" drop-down menu - a specific type of conversion.

Yandex.Metrica and Google Analytics are very different services, but together they solve almost any task, so you should not neglect any of them. Having done all the work of setting goals and tracking conversions consistently in both systems, you will track the effectiveness of each significant element of the site. It is imperative to start with planning to cut off dozens of unnecessary conversions that do not matter to the business.

Accounting and tracking conversions using Google Tag Manager

You can use the tool Google Tag Manager (GTM).

In the last article, I talked about . Today it's time to figure out how to make sure that conversions go to Yandex Metrica. This can also be done quickly and easily. And you don't need to be a programmer.

Therefore, right now (with the console and debug turned on), I am doing a test conversion - sending an application through the form on the site. And… what do we see!

As you can see, the debug reports that a goal with id = send was successfully sent to Yandex.Metrica. And indeed, in Yandex.Metrica, I have an event configured with the following ID:

As you can see, to check the work of goals in Metrica, you do not need to have knowledge of a programmer. Just follow three simple steps:

• enable the code debugger in the browser;
• enable the goal debugger in Yandex.Metrica (add a tail to the page url);
• submit a test conversion.

That's all for me guys. Like if this article was helpful and ask questions in the comments if something is not clear!

Lesson Materials Activity

What are goals in web analytics systems such as Yandex Metrica and Google Analytics and how to set them up?

Let's look into this issue.

If you do not have time or do not want to dive into all the features of setting up such a goal, you can entrust this work to me, I will do everything for you.

In the Yandex Metrica system, goals can be found in the Settings - Goals menu.

In Google Analytics, goals are at the presentation level, there is a menu item called Goals.

What kind of tool is this "goal" and what is it for?

When visitors go to your site, they begin to take a variety of actions. They can start moving from one page to another, start filling out any forms on the site, click on some elements (for example, buttons, slider, images, etc.) and can follow various links, etc. d.

Depending on the purpose of your site, what you created it for, some actions that visitors take may be somehow more valuable to you than others. You can highlight them before the rest.

Depending on what kind of site you have and what you created it for, these types of actions may differ and you yourself can determine which of these actions will be more valuable actions for you.

For example, for an online store, such valuable actions can be:

Buying a product

Click on the button "Add to cart"

Click on the buy button

These actions for an online store directly affect its sales. For the main purpose for which this online store was created, but it was created to sell goods. Therefore, all actions that users take in terms of moving towards the purchase of a product will be targeted for this site.

For a news site, the tasks may be somewhat different. For example, a news site may have the goal of reaching out as quickly as possible to as many people as possible. For this, it is important that people get involved in this site, that it is interesting for them and that they want to return there.

Therefore, for a news site, such valuable actions can be the depth of browsing by visitors to the pages of the site, how deeply they browse the pages of the site and how much time they spend on it.

Web analytics systems allow you to highlight these valuable actions of visitors on the site in separate group, which is called the target.

The fact is that in analytics reports, by default, we see such analytics indicators as Visits, Visitors, Bounces, Viewing Depth, Time on the site, but we do not see any specific actions that the user takes on the page.

In web analytics systems, by default, we cannot see clicks on some links, clicks on some areas on the page, filling out forms, etc.

All these events, which are additionally performed by the user on the page, need to be configured separately in web analytics systems and this can be done using goals so that these events can be detected and seen.

If you set them up, then the web analytics system begins to "see" these actions.

What will the customized goals on your site give you?

1) You will understand about the sources that bring people to your site who buy from you or perform some other actions. You will know where visitors come from who are targeted for your site.

By knowing the sources that work for you, you can invest more money and attention there and get more results.

2) You will be able to build visual reports that show you not only data on how many people came to your site, but also data on how many people performed this or that target action that would be important to you. Goal achievement and conversion columns appear.

3) You can build funnels for multi-stage processes.

With the help of these funnels, you can see how many and at what stage of the multi-step process visitors are weeded out. You will see a weak link and can conclude that at some stage there may be something wrong and you need to pay more attention to it.

4) By setting goals, you can filter only targeted visits in reports.

5) It is possible for people who have completed the target action on the site to advertise in systems such as Yandex Direct, Google Adwords. With the help of goals, you know that a certain group of visitors are loyal to you and they are interested in your product or service, and you can advertise only to this interested segment of people, pay less money for advertising and get more results.

Goals are a tool that shows where the money is.

Adds clarity to the process of analyzing your website statistics

I hope that I managed to convince you that goals are important for your site, especially if this site is about sales.

If you want to learn more about the goals, how it's all set up and where, go to the following videos.

With the choice of goals for the site, there can be a lot of features, controversial and rhetorical questions.

Let's try together with you to learn how to determine the events on the site for which you should, and for which you should NOT set goals.

2) Write for what events you will set goals on this site? Why did you choose these events? Why is it important?

Write, we will understand, discuss and learn together.