Of course, not all of our clients know how to use appropriate marketing tools, which is normal. But we are always ready to explain how the services we use work, as well as to give the necessary explanations why we prefer those tools over others, because this is also important for a better understanding of the general principles of their work,especially when it comes to creatingapplications from the site.
In fact, there are much more questions than those listed above, for example, what specific aspects do you need a particular service for, whether you should use only one or use all the available ones, which one is better, and so on. In any case, interest and willingness to find answers to your questions is an extremely important quality, and we always welcome this approach.
Here we will talk about Yandex.Metrica and Google Analytics, platforms that collect the necessary data about applications and provide you with a detailed report with the information collected. Given that these tools analyze the entire spectrum of the application's performance (from traffic consumption to information about user behavior), the need for them as irreplaceable helpers for the application owner should never be underestimated, because the information collected with their help makes it easier to navigate in terms of understanding exactly where to go for development.
Google Analytics and Yandex.Metrica are able to track indicators such as website conversion, the number of times a user visits sources, the number of visits to sites with ads, and, in general, almost any actions performed by users. What is this for? The information collected helps to solve such problems as:
- Improving the features of your site.
- Evaluating the effectiveness of the advertising campaign.
- Analyzing users' requests and their attitude towards the site.
- Correcting various technical errors.
In fact, this list does not reflect even half of the total number of tasks that analytics systems can solve, as they, in fact, can collect almost any information about the application and its users.
Query analysis
In fact, starting an advertising campaign without using appropriate services is a waste of money, because there is simply no other way to assess the overall usefulness of advertising your product, so to speak.
In addition, information obtained using Yandex.Metrica or Google Analytics will divide the audience (that is, users of your site) into the following groups:
- Cold — this group, in principle, has a certain interest in the product offered, but they don't know about it. Basically, these customers only need a little push to move into the next category.
- Warm — they definitely want to buy the product, but do not have the necessary information about your company. This is the main audience that the advertisement is aimed at.
- Hot — they are interested in buying and know about your company. A person in this category only needs to use the Yandex or Google search engine once.
It all works something like this: for example, if a person is a car enthusiast, they are given ads with different models, after which they will use the search engine to get relevant information, and here's the time to show ads specifically for their needs, for example, a limited offer — this will help push a potential customer to take action.
How exactly do Google Analytics and Yandex.Metrica function?
These systems operate on similar principles:
- The first thing they do is collect data. Once you've installed one or both of them, they start analyzing users' actions and identifying relevant information (which pages users visit most often, what browsers and devices they use, and how they got to your site).
- Next, the data is sorted by various parameters.
- Finally, the systems generate reports that are provided to the owner. It should be noted that the information is as detailed as possible, for example, it even allows you to compare the effectiveness of your ads over different time periods.
Is there a difference between Yandex.Metrica and Google Analytics?
By and large, these systems work in a similar way, but, of course, there are also quite a few differences. In an amicable way, you should install both, this will provide the most detailed and complete information, although there are also situations when it is not possible to install both systems at the same time. In this case, to understand the specific differences, let's take a closer look at the advantages and disadvantages of each of them, which will help you make a choice based on your requirements.
Advantages and disadvantages of Google Analytics
Pros:
- The ability to manage and structure the received data.
- The “real time” mode allows you to monitor the number of users online, as well as what pages they are sitting on, etc.
- Assessing the benefits of an advertising campaign, as well as optimizing the distribution of the budget between different channels to increase efficiency.
- The ability to use ready-made reports or summaries for your needs. Or open access to your own similar solutions for sharing with other users.
- Tracking users' interactions with any elements of the site. Yandex.Metrica does not currently have such a feature.
- You can select specific groups and sort users by them.
Cons:
- The interface is inconvenient and cumbersome; it will take a lot of time to learn it.
- Collecting information about one particular user is limited to 500 actions, and recording is disabled when this limit is reached. This aspect makes this system less effective for larger projects.
Advantages and disadvantages of Yandex.Metrica
Pros:
- Simple and intuitive interface that is easy to understand.
- Webvisor— records users' behavior, how they click through tabs, etc. This helps to simplify the site's usability if necessary.
- A map of clicks and links shows which elements and links on the site are used most often, and, if necessary, remove those that no one uses.
- A scrolling map helps you understand where a user is paying attention.
Cons:
- There is no way to collect information about a user's interaction with certain content.
It should be remembered that if your advertising campaign is run on Yandex and the metrics are analyzed in Google Analytics (or vice versa), then various technical errors are likely to occur. To avoid this, use the appropriate service.
Summing up
As follows from the above, Yandex analytics is easier and more convenient to use. It provides the most complete statistics about the users of your application, which means that you will also receive more complete data on all aspects, with the possibility of more targeted interaction with your customers.
