We at Yandex.Metrica want to make managing your goals as simple as possible, so that you and your team can quickly set up tracking of important events on your site, even if you don't have the coding skills needed. To do so, we created new goal types: for clicks on a phone number or email address, as well as for sending a form. This means you don't need the help of a developer. To start collecting statistics related to your goals, all you need to do is add the goal in the Yandex.Metrica interface.

What are the benefits of these new goal types? 

The users who fill out a form, click on the phone number or email address make up your active, engaged audience very likely to convert to making a purchase. It's important for you to know how such users ended up on your site: whether it was search results, social media or ads that brought them. Knowing where your most sought after users come from means being able to engage those sources more actively. Likewise, you can decrease your use of less effective ones, and save on ads that fail to attract your relevant audience.

You can also add such goals to your reports on long-term interests and demographics and see which audience is most interested in your offer. For example, you might learn that it is women aged 35 to 44 and interested in travel who click on the phone number most often. The better you know your audience, the more accurately you can set up your ads, and the more potential customers you can attract.

How to create a goal for sending a form and clicking phone number or email address

Open the “Goals” tab in the tag settings and add a goal of the desired type. Data gathering will start as soon as you save the new goal; you don't need to edit your site code. Yandex.Metrica will automatically find the clicks you need and add them to your reports.

Tips:

• You can track the sending of all forms on your site and all clicks on any phone numbers and email addresses. You can also choose a specific form, phone number or email address.
  
  It might be useful to create a separate goal for each phone number, email address or form, if visitors to your site can consult different departments like sales, support or partner relations.

  

• You can create multiple goals at once, e.g. one goal for sending any form, and a separate goal for each individual form on your site. This makes it possible to know how many target clicks you received, and in detail if needed: which form the users sent, and which phone numbers or email addresses they clicked on.

For more information about working with the new types of goals, see the corresponding Help sections: phone click, email click, sending a form.

How to view your statistics

To quickly check how many times users sent a form, clicked on a phone number or email address, open the “Conversions” report (Reports → Standard → Conversions) and find the goal you are interested in:

If you want to know where those visitors came from, open the “Sources, summary” report (Reports → Standard → Sources → Sources, summary) and select a goal of sending a form or clicking on a phone number or email:

How to use the new goal types in your ads

You can use the new goals to bring users who showed interest in your offer, but didn't place an order back to your site —you can create a retargeting list in Yandex.Direct to show ads to people who clicked your phone number, but didn't make a purchase. 

To set up such a retargeting list, create a goal in Yandex.Metrica for clicking on a phone number. Then, in the Yandex.Direct retargeting settings, select “All conditions are met,” select the desired Yandex.Metrica goal. Then create another criteria: “None fulfilled”, and specify the goal that corresponds to placing an order. 

FAQ

— Why should I make my phone number or email address clickable?

Doing so makes it easier users call or write you without needing to manually copy and paste your number. Clickable phone numbers are most often used in mobile site versions, but you can make numbers clickable for your site's desktop version also — in this case, some browsers will open desktop calling apps.

Clickable email addresses are convenient for visitors to sites offering products and services to businesses. A click on an email address opens an email client, where users can start writing an email right away, e.g. to request a detailed price list.

The easier it is for users to make contact, the more likely they are to do it.

— How do I make my phone number or email address clickable?

Make a clickable link on your phone number and enter its destination in the format: “tel: xxxxxxxxxx”. In the site code, it would look like this: 

If you are using online site builders (for example, Wix or Tilda), select the phone number in the editor, pick the “Hyperlink” tool, and specify “tel:xxxxxxxxxx” as the hyperlink destination. 

If you have call tracking enabled, you can send the call data to Yandex.Metrica. The call event will be shown in reports as a regular goal: you can use it for retargeting, automated strategies, bid adjustments in Yandex.Direct, and so on. To send calls to Yandex.Metrica, enable the corresponding setting in your call tracking system. All major call trackers are connected to Yandex.Metrica.

— Can I make my call tracking analytics number clickable?

You can, but you should contact your call tracker for detailed instructions. If you make an error in your code, your call tracking analytics number may fail.

— What if I set up goals for a clickable phone number and drop call tracking altogether?

Goals aimed at phone number clicks cannot replace call tracking. They let you find out the sources of phone number clicks, but not all clicks result in calls, e.g. when users change their mind. These goals can, however, be a good helper if you are hesitant to enable full-scale call tracking analytics, but would still like to know which ads bring you more users likely to call you.

If you still have questions about the new goals, please contact the support service. We will be glad to help you!