Market averages

Market averages is an analytics tool for comparing your site's key metrics with the average performance of your closest competitors.

With this tool, you can:

• Measure your site’s performance relative to the average performance of your closest competitors.
• Identify growth opportunities with the greatest potential for your site and traffic sources.
• Assess your standing in comparison to market averages.
• Adjust your development strategy based on market potential.

Market averages are available as dashboard widgets.

How it works

Yandex Metrica algorithms identify your closest competitors with similar audiences, taking into account the location and traffic volume, and provide aggregated anonymized data through dashboard widgets.

You can add widgets with this data to any of your dashboards.

Dashboard

Dashboard features:

New widget type

The dashboard offers new market comparison widgets, as well as a new type of chart visualization: Normalized. You can add market comparison widgets to any dashboard.

New dimensions

All metrics are available in cross sections by the type of traffic source and device.

Up-to-date data

The data is updated weekly, unlike the "Market averages" reports from the beta version, which could take up to a month to complete all calculations.

Available data

Market averages comparison widgets include the following metrics and dimensions:

Metrics

• Sessions: Compares the total number of sessions on your site with the median session count of your closest competitors over the same period.
• Time on site: Compares your site's average session duration with that of your closest competitors.
• Page depth: Compares the average number of pages viewed by users on your site with that of your closest competitors.
• Bounces: Compares the bounce rate on your site with the average bounce rate of your closest competitors.

Dimensions

• Dimension by traffic source type. Compare your session count and engagement metrics with competitors across different traffic sources.
• Dimension by device type. Compare your session count and engagement metrics with competitors across different device types.

Working with the dashboard

To use the dashboard:

1. Go to the Dashboards section in the side menu on the left.
2. Open the Market averages dashboard.

The dashboard features a set of ready-made special comparison widgets.

You can update the dashboard by adding any widgets and groups of widgets to those already installed. The order of system widgets will remain the same.

Tips for interpreting data

Consider the context

Market metrics may vary depending on the season, advertising activity, and a host of other factors. Drops in metric values aren’t always a negative sign if the overall market performance experienced an even greater decline. Likewise, an improvement in metrics doesn’t necessarily mean you’ve capitalized on all the available market opportunities that were available to you.

Analyze data comprehensively

For example, if you have a lot of traffic, but the time on site is low and the bounce rate is high, this may indicate that you’re attracting the wrong audience. A comprehensive analysis of multiple metrics can give you a better understanding of the big picture, while a comparison with competitors can reveal your potential for growth.

Compare trends

Comparing metric values for only one week may yield an incomplete picture. See how your performance changes over time across different cross sections of your metrics and compare them with similar changes among your competitors.

Adjust strategies based on data

Use market averages to promptly adjust marketing strategies, improve your content, and boost your site’s performance.

If your metrics are below the market average, while your project's ROI exceeds the costs, it means that you site's engagement channels and landing pages are set up effectively and demonstrate strong performance.

Reasons why this tool may be unavailable

The “Get access to market reports” option was disabled

The option was disabled when last week’s data was processed. Check the option’s status and wait for the data to update. The data is updated weekly on Tuesdays.

Yandex Metrica algorithm was enable to reliably link the tag to the domain

Possible reasons:

• The tag is installed on different sites.
• Multiple different tags are installed on one domain, and each of them tracks only part of the data.
  For accurate competitor selection, ensure that all pages of a single domain use one tag, and wait for the data to update.

Not enough data

For Yandex Metrica to identify the closest competitors, your site needs to have at least 10 sessions in the last week.

Not enough competitors

Yandex Metrica couldn’t find enough competitors for your site. Provide a list of your competitors to help train the algorithm on accurate data. In the “Domans” field, specify the competitor domains.

Submit a list

The site is new

If your site is less than six months old, the algorithm can't effectively identify your competitors.

Site from a rare industry

Or a large site. There aren't enough competitors to build reports.

Questions and answers

Can I see the list of my competitors?

No. Only aggregated market statistics are available for analytics.

Can I manually add or exclude competitors from the list?

No. You can use the feedback form below to submit a list of your competitors. This will help the algorithm identify websites similar to yours even more accurately.

Submit a list

How often is the data in “Market averages” widgets updated?

The data is updated weekly on Tuesdays.

Is my own performance factored into the market averages?

Only websites that have opted to share their anonymized data with the market (Get access to market reports option in the tag settings) are included in the statistics.

Can I integrate market averages with other systems via the API?

Currently, the integration of data through the API is still in development. We plan to add this feature in future updates, which will make this data available for use in third-party analytical systems and tools.

Why did the data change at the start of a new week?

At the start of a new week, the data may change as a result of updating the list of your competitors and recalculating average values.
Yandex Metrica algorithms update the list of your competitors every Tuesday based on changes in the market. This allows you to compare your site’s performance against a continually updated selection that accurately reflects the latest market changes.

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