13.03.2014

Google Analytics vs. Yandex Metrica

Knowing exactly how people - your current and potential customers - use the website can help understand customer preferences and create a better experience for them. Here are essential features of Google Analytics and Yandex Metrica to compare their scope of functionality and performance for business marketing value.


Standard/Advanced Data Segmentation and Filtering

With over 80 report types, Google Analytics allows for advanced segmentation and detailed data filtering, including any kind of website data. Within the standard reporting interface, advanced segmentation provides for inclusion, exclusion and combination of metrics using RegEx statements and matching the text specified with 22 default segments to choose from (Yandex Metrica obviously lags behind with no segmentation and only 4 filters to apply: user IP address, page URL, referrer and page title).


Custom Dimensions and Metrics

Google Analytics provides over 200 pre-set dimensions and metrics to analyze how metrics are distributed across dimensions and create flexible and easy-to-read custom reports.


Internal Site Search Tracking

Google Analytics site search captures users' searched keywords in the website search box and enables to better understand searcher intent and behavior.


Expanded Goal Conversions

Google Analytics gives access to setting up to 20 different types of Goals for a website to track downloads, registrations and receipt pages in separate Goal sets. Advanced Goal conversion features include:


  • E-commerce transaction tracking by geography, referral, campaign and other dimensions;
  • Multi-channel funnel reporting and custom conversion segmentation;
  • Attribution modeling and cost data analysis.

Custom Variables Tracking can be added for advanced user segmentation to better understand the intention of the separate user group compared to other website users. Custom variables can be defined at different levels (Visitor Level, Session Level and Page Level), meaning that they will be provided for various time periods.



Social and Demographic Segmentation

Yandex Metrica provides big-picture view of user behavior through explicit social, geographical and demographic data segmentation. Within a user-friendly interface, visitor information is arranged by region, location and traffic sources and other key effectiveness social and demographic indicators.


WebVisor, Informer and Link Click Transparent Map

Yandex Metrica new addons help in many ways analyze visitors' behavior and define measures to improve website usability and increase conversion rate. WebVisor technology is designed to report statistics upon such parameters as cursor movements, text copying, etc. With Link Click Transparent Map, Yandex Metrica gives insight into those website sections and pages that are intensely used and visited.


Integration with Yandex.Direct and Yandex.Market

It stands for data accuracy, when paid advertising campaigns are being launched and monitored. Once linked to Yandex.Direct account, Yandex Metrica enables to track calls from the website.


Cross-Domain and Subdomain Tracking

Unlike Google Analytics, Yandex Metrica collects visits to multiple domains and sub-domains in a single profile with no customization to the tracking code required. A default setup of Google Analytics isn’t tailored to share visitor data across several domains and sub-domains.


Support for various tag systems:

  • utm
  • openstat
  • from
  • gclid (Google AdWords)

Real-time Data Reporting (data is updated every 5 minutes providing accurate and relevant statistics).

Below are major functional aspects for both analytics systems compared:


Functionality Yandex Metrica Google Analytics
Basic website performance data
All visits, Bounce Rate, Time on Page, Page Views + +
Demographics + -
Geography + +
Mobile Devices + +
Browsers,OC, cookies enabled, javascript + +
Traffic Sources
Search systems, conversion rate, paid campaigns, social media sources + +
Behavior
Visitors flow, trackEvent method, in-page analytics + +
Site search - +
Additional Features
Data filtering + +
Standard/advanced data segmentation - +
Data reporting + +
Custom reports + +
WebVisor + -
Data range analytics - +
Fill-out form analytics + -
Notifications about website unavailability + -
Call tracking + -

Google Analytics or Yandex Metrica?

According to Rambler Top 100 research, the most popular statistics services in Runet are LiveInternet (62%), Yandex Metrica (49%) and Google Analytics (47%). However, over 50% of Russian online marketing companies choose Google Analytics as their business statistics service.


As free statistics tracking and analysis services, Google Analytics and Yandex Metrica exhibit equally impressive functionality to track visitor’s path through the website and present data in an easy to understood format. Yandex Metrica is better adjusted to SEO and paid advertising in Yandex.Direct, providing insight into demographics and geography of the target audience and creating a consistent visual map of user's activities from page to page.


Google Analytics is sure to win over its Runet competitors in coverage and profundity of website statistics tracking and analytics data. Google Analytics offers to run hefty performance test and competitive analysis of the website and define what problems need to be fixed. Though, a complex and overstructured interface might require some skills to grasp.