If customers who visit your site often call your business to verify information or confirm orders, you can track these calls and link them to users' actions on the site. In particular, you can find out the number and type of calls, and the end result, such as whether a purchase was completed after visiting the site.

To get this information, you need to configure transmitting call information to Yandex.Metrica. Calls are considered offline data, and in order to send them to Yandex.Metrica, your site must use a system of user identifiers (ClientID or UserID). After you configure the identifiers, call data is transmitted by the call tracker via the API.

The call tracker can transmit additional information about calls, such as:

  • Call duration.
  • Time on hold.
  • Missed calls.
  • First-time or repeat calls.
  • Tags for identifying particularly important information (for instance, “the customer wasn't happy with the price”).

You can use this data for creating segments.

In Yandex.Metrica, calls are tracked using goals. The first time data is transmitted from the call tracker, a special goal is created. It is shown in the service in SettingsGoals.

You can add the goal to any of the reports in the service, or choose it for creating a segment. When you add it to a report, conversion metrics become available for the goal. The same metrics are available in the reports for the Calls group.

In addition, you can use the goal and segments when advertising in Yandex.Direct and Yandex.Display, and for using the Yandex.Audience service to find potential customers (using look-alike technology).

Before you start sending data, enable the extended conversion (call tracking) window. For more information, see the API documentation.