Yandex.Metrica now has a new feature — user parameters — which allows you to analyze your audience more deeply by assigning your own customized attributes to your site’s users. Moreover, you can do this both during the session and after its completion.
A similar feature has been available for some time in Yandex.Metrica alongside the information it collects on its own about sessions. This feature allows customized data sets in the form of session parameters to be used to build reports.
Yet there are some types of data to which only you as the owner of your business have access. Examples include information provided by users at the time of their registration, or client characteristics from your CRM system. The data from your sources is information that you yourself deem valuable for your specific business, and unlike session parameters, it contains attributes of actual users. Now it’s possible to transmit this data to Yandex.Metrica and use it for audience analysis with the help of the new “User parameters” function.
Also, unlike “Session parameters,” user data need not be taken during the actual session—you can collect, prepare and load it into Yandex.Metrica later, linking it to your site’s users with the help of IDs that either Yandex.Metrica assigns (ClientID) or that you assign (UserID).
You can send data, for example, related to whether a user has a discount card for your store. Using new segmentation, you can compare these and other users’ behavior on your site in reports.
Of course, once you’ve created a segment with applied user parameters, you can then launch a special retargeting campaign in Yandex.Direct. If you know, for example, that many of your clients were born in July, you can enter this information into Yandex.Metrica, create a segment and offer users in this segment a special birthday discount.
Being able to send up to 1000 different parameters for one user opens up great possibilities when working this this data. Learn more about user parameters and examples of data transfers in the Help section.