JSON-LD

JSON-LD is a markup method that renders data using the Linked Data (LD) objects.

Alert

If you embed micro markup using a plugin, you’ll probably need to modify it. To do this, contact the plugin developer or another professional with development skills.

Markup principles

Data in JSON-LD format is described by a set of comma-separated key-value pairs. The format provides reserved keys to define the description context or link the objects in different ways. For example, @context defines the object vocabulary (in this case — Schema.org), while @type defines the type of the entity described. For the full list of reserved keys, see JSON-LD documentation.
The entity is described in curly brackets { } within the <script> tag with the attribute type="application/ld+json" or type="ld+json". Indicate that the Schema.org vocabulary is used for markup — "@context":"http://schema.org". Use the @type key to specify the Schema.org class defining the entity described. Mark up the properties of the entity: use the properties of the specified Schema.org class as keys.
To mark up multiple entities on a page, you can use:

Graph (@graph)

Array

For each node of the graph, specify @id — a link to the page section containing the described entity.

The example below describes two news articles "@type":"NewsArticle". The article identifier ( @id key), publication date (datePublished key), and the article authors (author key) are specified as an array of two elements. To describe authors, we use nested entities of the Person class.

<script type="application/ld+json">
{  
  "@context": "http://schema.org",
  "@graph" : [
    {
     "@type": "NewsArticle",
     "@id": "https://www.example-news.com/life/weather/moscow#cao",  
     "datePublished": "2018-12-11T08:56:49Z",
     "author": [{"@type": "Person", "name": "John Smith"}, 
        {"@type": "Person", "name": "Dylan Brown"}]
    },
    {
     "@type": "NewsArticle",
     "@id": "https://www.example-news.com/life/weather/moscow#zao",  
     "datePublished": "2018-12-11T09:56:49Z",
     "author": [{"@type": "Person", "name": "John Smith"}, 
        {"@type": "Person", "name": "Jack Jackson"}]
    }
  ]
}
</script>

For each entity, specify @id — a link to the section of the page containing the described entity.

<script type="application/ld+json">
[{  
  "@context": "http://schema.org",
  "@type": "NewsArticle",
  "@id": "https://www.example-news.com/life/weather/moscow#cao",  
  "datePublished": "2018-12-11T08:56:49Z",
  "author": [{"@type": "Person", "name": "John Smith"}, 
     {"@type": "Person", "name": "Dylan Brown"}]
 },
 {
  "@context": "http://schema.org",
  "@type": "NewsArticle",
  "@id": "https://www.example-news.com/life/weather/moscow#zao",  
  "datePublished": "2018-12-11T09:56:49Z",
  "author": [{"@type": "Person", "name": "John Smith"}, 
    {"@type": "Person", "name": "Jack Jackson"}]
 }
]
</script>

What content can I mark up

Yandex Metrica supports markup for the following content:

Article, news article, or blog post (Article, NewsArticle or BlogPosting)
Movie description (Movie)
Review or feedback (Review)
Recipe
Questions and answers (Question or QAPage)

Other types of content will not be included in Yandex Metrica reports even with the correct markup.

How to mark up materials

Add markup to your content following the rules below to make sure that it’s processed correctly by Yandex Metrica. To get more complete statistics, we recommend that you mark up all the content elements, but only three are required: identifier, headline, and text.

If you already use JSON-LD, see if the markup on your website meets these requirements. The code examples in the terms aren’t the only correct markup option.

Markup can be added to the site automatically — for example, using WordPress plugins. Before use, make sure that the selected plugin allows you to pass all the necessary markup elements to the page code.

Alert

If there are several content units on a single page, mark each of them separately so that statistics are collected correctly.

Specify the following content elements (mandatory elements are marked with an asterisk):

ID*

The identifier is specified using the reserved @id key. It lets Yandex Metrica distinguish between different content. The ID isn’t shown in reports. Examples of identifiers are a content link or an arbitrary unique value.

"@id": "https://www.example-news.com/life/weather/moscow#cao"

If the @id key is not found, the system tries to find it in the nested entities within the mainEntity or mainEntityOfPage keys.

<script type="application/ld+json">
  {  
    "@context": "http://schema.org",  
    "@type": "NewsArticle",  
    "mainEntityOfPage": {
           "@type": "WebPage",
           "@id": "https://www.example-news.com/life/weather/moscow#cao"
        }
  }
  </script>

@id can be used to calculate full scrolls and full reads. If used as an ID:

The article URL is specified, Yandex.Metrica detects the fragment after the # (#fragment). Then Yandex.Metrica searches for the HTML element in the article containing this fragment (id="fragment" attribute). If the fragment is found, indicators are calculated. The Article URL is also processed.
If a random value is picked and head contains a JSON-LD code, then the indicators are calculated according to the contents of the body. If the body code is located inside another HTML element, then the parent element for the markup is used for calculations. This is why data in the report may not be entirely accurate. Calculations are also performed this way if the Article URL ends with a # and no fragments follow it.

Title*

The headline is shown in Yandex Metrica reports. It can be specified in the headline or alternativeHeadline keys. If both keys are found, their values are separated by a space. For example, if the headlines are marked up like this:

"headline": "Moscow breaks the 1922 temperature record",
"alternativeHeadline": "Temperature in November exceeds 12 °C"

In the report, the article is called “Moscow breaks the 1922 temperature record Temperature in November exceeds 12 °C”.

If none of the above keys are found, the value of the name or itemReviewed key is used as the headline (for the Review class).

Text*

The text must be contained in the text key. The text defines the number of characters. This is necessary to determine the volume of materials and calculate the metrics of scroll depth and read depth.

"text": "On Wednesday, November 6, Moscow broke the temperature 
  record registered in 1922. The air temperature was plus 12.1 degrees Celsius, 
  according to the Fobos center."

If the text key is not found, the following content is taken as text:

Contents of the anchored element from the url or @id key value.

"@context": "https://schema.org",
"@type": "Article",
"url": "https://www.example-news.com/life/weather/moscow#cao"

Content of the node embedding the entity described (if it is something other than <head>).
Content of the <body> page in all other cases.

When calculating the text size, the tag characters are ignored.

Note

You can get complete statistics for the content with text longer than 500 characters.

Author

The author is specified using the author key. If there are several authors, list them in the array.

 "author": [
    {"@type": "Person", "name": "John Smith"}, 
    {"@type": "Person", "name": "Dylan Brown"}
  ]

If the key was not found, the system will try to find it in the nested entities in the mainEntity or mainEntityOfPage keys.

<script type="application/ld+json">
{  
  "@context": "http://schema.org",  
  "@type": "NewsArticle", 
  "@id": "12345", 
  "mainEntityOfPage": {
         "@type": "WebPage",
         "author": {"@type": "Person", "name": "John Smith"} 
      }
}
</script>

With this data, you can view statistics for individual authors.

Subject

You can mark up keywords or hashtags as topics. Specify topics in the about key:

"about": [
    {"@type": "Event", "name": "Heat"},
    {"@type": "Event", "name": "Moscow"}
]

Type (@type) is optional or specify any type that is supported by the standard.

If the name key isn't found, the system will try to find the values in the alternateName key.

Dates of publication and revision

The publication and modification dates are indicated in the datePublished and dateModified keys. Dates are written in ISO 8601 format.

"datePublished": "2018-12-11T08:56:49Z",
"dateModified": "2018-11-06T09:26:10+04:00"

Category

A heading is a section of a website dedicated to a specific topic. To mark up a category, use the BreadcrumbList key. It describes a chain of linked web pages (“breadcrumbs”), which usually ends with the current content. Within BreadcrumbList, in the itemListElement key, several entities of ListItem type should be defined which describe the current category and broader ones.

Category nesting can be defined by the position key. For example, the “Life” category may contain nested categories like “Weather” and “Incidents”. If "position":"1", content is at the upper level (“Life”), if "position":"2", it's at the second level (“Weather”).

The content category is the value of the name key with the highest position value.

Note

At the moment, the statistics shows two levels of category nesting.

{
  "@context": "http://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "item":{
          "@id": "//example-news.ru/life",
          "name": "Life"}
    },
    {
      "@type": "ListItem",
      "position": 2,
      "item":{
          "@id": "//example-news.ru/life/weather",
          "name": "Weather"}
    }]
}

content URL

The content URL must be included into the url key. We recommend inserting a URL fragment after a #. The indicators will be calculated based on the content the URL fragment points to. Learn more

"url": "https://www.example-news.com/life/weather/moscow#сao"

If the markup is correct and the tag is properly enabled, statistics on the content will soon start to be collected in Yandex Metrica.

Markup example

Below you can see an example of news markup.

<script type="application/ld+json">
{
   "@context": "http://schema.org",
   "@graph": [
       {
         "@type":"BreadcrumbList",
         "itemListElement": [
             {
               "@type": "ListItem",
               "position": 1,
               "item": {
                 "@id": "//example-news.ru/life",
                 "name": "Life"
                }
              },
              {
                 "@type": "ListItem",
                 "position": 2,
                 "item": {
                     "@id": "//example-news.ru/life/weather",
                     "name": "Weather"
                 }
               }
            ]
        },
        {
          "@type": "NewsArticle",
          "@id": "https://www.example-news.com/life/weather/moscow#cao",
          "headline": "Moscow breaks the 1922 temperature record",
          "alternativeHeadline": "Temperature in November exceeds 12 °C",
          "datePublished": "2018-12-11T08:56:49Z",
          "dateModified": "2018-11-06T09:26:10+04:00",
          "text": "On Wednesday, November 6, Moscow broke the temperature record registered 
          in 1922. The air temperature was plus 12.1 degrees Celsius, 
          according to the Fobos center.",
          "author": [
              {"@type": "Person", "name": "John Smith"}, 
              {"@type": "Person", "name": "Dylan Brown"}
           ],
          "about": {
              "@type": "Event",
              "name": "Moscow"
          },
          "url": "https://www.example-news.com/life/weather/moscow#cao"
        }
    ]
}
</script>

Learn more

Content reports

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Useful links

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itemprop

Property description

The Article and NewsArticle classes

identifier of the PropertyValue type, or Text, or URL

The ID lets Yandex Metrica distinguish between different content. The ID isn’t shown in reports.

<meta itemprop="identifier" content="12345">

mainEntityOfPage of the URL type,

CreativeWork

This property is used if the identifier property isn't found. Yandex.Metrica searches it for the itemid attribute value that will be used as the ID.

<meta itemscope itemprop="mainEntityOfPage" 
   itemType="https://schema.org/WebPage" itemid="/life/weather/12345.html"/>

headline

type: Text

Title

You can specify the headline using the headline or alternativeHeadline property. The headline will appear in Yandex Metrica reports. If both properties are set, their values are written with a space. For example, if the headlines are marked up like this:

<h1 itemprop="headline">Moscow breaks the 1922 temperature record</h1>
  <h2 itemprop="alternativeHeadline">Temperature in November exceeds 12 °C</h2>

In the report, the article is called “Moscow breaks the 1922 temperature record Temperature in November exceeds 12 °C”.

If none of the above properties is found, the value of the name property is used as the headline.

alternativeHeadline

type: Text

Title

<h1 itemprop="headline">Moscow breaks the 1922 temperature record</h1>
  <h2 itemprop="alternativeHeadline">Temperature in November exceeds 12 °C</h2>

In the report, the article is called “Moscow breaks the 1922 temperature record Temperature in November exceeds 12 °C”.

If none of the above properties is found, the value of the name property is used as the headline.

articleBody

type: Text

Article text

The number of characters in the text is determined. This is necessary to determine the volume of material. Only the contents of nested tags is considered text. The characters in the actual tags aren’t taken into account. We recommend that you mark up the text of materials so that it doesn’t include what is unnecessary: ad banners, comment blocks, etc., otherwise the volume of materials and statistics indicators may be calculated incorrectly.

<p itemprop="articleBody">
On Wednesday, November 6, Moscow broke a temperature record registered in 1922. The air temperature was plus 12.1 degrees Celsius, according to the Fobos center.
</p>

If the articleBody property isn't found, the values of the description or text property are used as the text.

If none of the properties are found, the contents of the tag marked Article or NewsArticle, without tag characters, are used as the text.

Note

You can get complete statistics for the content with text longer than 500 characters.

author

type: Text,

or Person,

or Organization

Author

To specify the author, we use the author property. If there are multiple authors, specify them in different tags.

html <div itemprop="author">John Smith</div>

The value can also be taken from:

The name property of the Person class.

<div itemprop="author" itemscope itemtype="http://schema.org/Person">
  <span itemprop="name">John Smith</span>
</div>

The attribute of the href link.

<link itemprop='author' href="/example/authors/ivan_ivanov.html"/>

With this data, you can view statistics for individual authors in Yandex Metrica.

about

type: Thing

Subject

You can mark up keywords or hashtags as topics. To do this, define the about property for each topic. You can use the value from the name property of any class:

<div itemprop="about">Heat</div>
  <div itemprop="about" itemscope itemtype="https://schema.org/Thing">
    <span itemprop="name">Moscow</span>
  </div>

datePublished

type: Date

Date of publication

The dates of publication datePublished and revision dateModified are written in ISO 8601 format.

html <meta itemprop="datePublished" content="2018-12-11T08:56:49Z" />

or in the datetime attribute of the time tag

<time itemprop="dateModified" datetime="2018-12-11T07:30:00Z">07:30, December 11, 2018 </time>

dateModified of the Date type

Change date

The dates of publication datePublished and revision dateModified are written in ISO 8601 format.

html <meta itemprop="datePublished" content="2018-12-11T08:56:49Z" />

or in the datetime attribute of the time tag

<time itemprop="dateModified" datetime="2018-12-11T07:30:00Z">07:30, December 11, 2018 </time>

BreadcrumbList class

itemListElement

type: ListItem,

or Text,

or Thing

Category

A heading is a section of a website dedicated to a specific topic. To mark up a category, use the BreadcrumbList class. It describes a chain of linked web pages (“breadcrumbs”), which usually ends with the current content. Within the BreadcrumbList, define multiple items of the ListItem type, which are marked up by the itemListElement property and describe the current and broader headings.

The nesting of categories is set using the position property of the ListItem class. For example, the “Life” category may contain nested categories like “Weather” and “Incidents”. If position = '1', materials are at the upper level (“Life”), if position = '2' — they are at the second level (“Weather”).

The heading of materials will be the value of the name property of the ListItem entity with the largest position value.

Note

At the moment, the statistics shows two levels of category nesting.

<ol itemscope itemtype="http://schema.org/BreadcrumbList">
   <li itemprop="itemListElement" itemscope
       itemtype="http://schema.org/ListItem">
     <a itemprop="item" href="//example-news.ru/life">
     <span itemprop="name">Life</span></a>
     <meta itemprop="position" content="1" />
   </li>
   <li itemprop="itemListElement" itemscope
       itemtype="http://schema.org/ListItem">
     <a itemprop="item" href="//example-news.ru/life/weather">
     <span itemprop="name">Weather</span></a>
     <meta itemprop="position" content="2" />
   </li>
 </ol>

Other

Canonical reference

The content URL is specified using the url property.

<a itemprop="url" href="https://www.example-news.com/life/weather/moscow">example-news.com</a>

If the url property is not found, the system searches for a canonical link. This link is used to indicate the main content, if the current page duplicates a site page. Canonical links are marked with a special rel="canonical" attribute. For example, if the content is a duplicate of the page http://www.example-news.com/page, it contains <link rel="canonical" href="http://www.example-news.com/page"/>. The value of the href attribute of the canonical link is used as the material's URL.

The found value can be used when generating the content ID.

Property description

The ID lets Yandex Metrica distinguish between different content. The ID isn’t shown in reports.

<meta itemprop="identifier" content="12345">

Property description

Title

<h1 itemprop="headline">Moscow breaks the 1922 temperature record</h1>
  <h2 itemprop="alternativeHeadline">Temperature in November exceeds 12 °C</h2>

In the report, the article is called “Moscow breaks the 1922 temperature record Temperature in November exceeds 12 °C”.

If none of the above properties is found, the value of the name property is used as the headline.

Property description

Title

<h1 itemprop="headline">Moscow breaks the 1922 temperature record</h1>
  <h2 itemprop="alternativeHeadline">Temperature in November exceeds 12 °C</h2>

In the report, the article is called “Moscow breaks the 1922 temperature record Temperature in November exceeds 12 °C”.

If none of the above properties is found, the value of the name property is used as the headline.

Property description

Date of publication

The dates of publication datePublished and revision dateModified are written in ISO 8601 format.

html <meta itemprop="datePublished" content="2018-12-11T08:56:49Z" />

or in the datetime attribute of the time tag

<time itemprop="dateModified" datetime="2018-12-11T07:30:00Z">07:30, December 11, 2018 </time>

Property description

Change date

The dates of publication datePublished and revision dateModified are written in ISO 8601 format.

html <meta itemprop="datePublished" content="2018-12-11T08:56:49Z" />

or in the datetime attribute of the time tag

<time itemprop="dateModified" datetime="2018-12-11T07:30:00Z">07:30, December 11, 2018 </time>

Property description

Category

The heading of materials will be the value of the name property of the ListItem entity with the largest position value.

Note

At the moment, the statistics shows two levels of category nesting.

<ol itemscope itemtype="http://schema.org/BreadcrumbList">
   <li itemprop="itemListElement" itemscope
       itemtype="http://schema.org/ListItem">
     <a itemprop="item" href="//example-news.ru/life">
     <span itemprop="name">Life</span></a>
     <meta itemprop="position" content="1" />
   </li>
   <li itemprop="itemListElement" itemscope
       itemtype="http://schema.org/ListItem">
     <a itemprop="item" href="//example-news.ru/life/weather">
     <span itemprop="name">Weather</span></a>
     <meta itemprop="position" content="2" />
   </li>
 </ol>

Property description

Author

To specify the author, we use the author property. If there are multiple authors, specify them in different tags.

html <div itemprop="author">John Smith</div>

The value can also be taken from:

The name property of the Person class.

<div itemprop="author" itemscope itemtype="http://schema.org/Person">
  <span itemprop="name">John Smith</span>
</div>

The attribute of the href link.

<link itemprop='author' href="/example/authors/ivan_ivanov.html"/>

With this data, you can view statistics for individual authors in Yandex Metrica.

Property description

Subject

You can mark up keywords or hashtags as topics. To do this, define the about property for each topic. You can use the value from the name property of any class:

<div itemprop="about">Heat</div>
  <div itemprop="about" itemscope itemtype="https://schema.org/Thing">
    <span itemprop="name">Moscow</span>
  </div>

Property description

Canonical reference

The content URL is specified using the url property.

<a itemprop="url" href="https://www.example-news.com/life/weather/moscow">example-news.com</a>

The found value can be used when generating the content ID.

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Microdata

Open Graph