1. General terms
  2. Yandex Advertising Network report terms
  3. Content analytics terms

General terms


A graphic module that summarizes statistics about the website and its users. Widgets are displayed on the Dashboard in Yandex.Metrica

Session (visit)

A sequence of actions (activity) performed on the website by a single user (on a single tag). User activity is considered: pageviews, clicks on outbound links, file downloads, and triggers of the functions reachGoal, hit, params, extLink, file, notBounce.

The session ends when there is no activity for a certain amount of time. By default, this is 30 minutes. You can set a different amount of time using the session timeout option.

For example, the timeout is 30 minutes. A user opens the website and views several pages: the session is registered. Then the user leaves the browser tab open and walks away. Returning 35 minutes later (the timeout period has expired), the user goes to another page on the website. This pageview is considered a new session.

Referrals from advertising systems (such as Yandex.Direct and others) are always considered separate sessions. Even if a user clicked an ad repeatedly (or there were several of them from the same computer) before the session timed out, each of the clicks is a separate session.

Outbound click

When a user exits your website by clicking an outbound link to any other website.

Outbound link
A link on your website that leads to an external website.
A click from one page on your website that leads to another page on your website. The website in question is located at the URL specified in your tag settings.
Time on website
The time difference between the first and last event in the session. Events are various actions, such as views, clicks on external links, file downloads, and goal completion, including calling functions like extLink, file, and reachGoal.
More information about pageviews

Pageviews are registered when:

  • Site pages load (including page refreshes).
  • AJAX site updates are detected by the hash parameter changing in the address bar (#fragment).
  • Data is sent using the hit method.
Page depth
The number of pageviews on the website during a single session.

Attribute that represents user actions registered by the tag (for example, session, pageview, referral, file download, etc.). Data sent in a report is grouped by attribute.

Meeting the criteria set in the goal parameters within a single user session.
Page loading

The process of displaying webpage contents. There are several stages of loading:

  • Processing DNS requests.
  • Processing redirects.
  • Connecting to the server.
  • Getting the server response.
  • Processing HTML.

Detailed information about page loading is available in the Page load time report.

Uploading the file

A file download from the website.


The means by which a user arrived at the website: from an ad, search results, social network, or other source.

Conversion rate

The number of conversions as a percentage of the total number of sessions. In the Cross device report, the conversion rate is calculated based on the number of users.

Tag label

A URL parameter processed by Yandex.Metrica using a special algorithm. It's not displayed in the "URL parameters" report. Instead, it's included in special reports. This lets you create more intuitive and thorough analytic segments.


A numerical value that is based on an attribute of a session or pageview. This amount can be the total or average. For example, pageviews are calculated as the sum of values, while session depth is the average value.

Tag number
A unique number that identifies the data store associated with the tag. It is assigned by the system automatically when the tag is created, and can't be changed. It is specified during initialization of the tag on a page.

A session is considered a bounce if it meets all of the following criteria at once:

Learn more

For calculating a session's length, user activity is considered: pageviews, clicks on outbound links, file downloads, and triggers of the functions reachGoal, hit, params, extLink, file, notBounce.

The “non-bounce” service event is generated in the browser when the set bounce tracking time has passed since the beginning of the session. The registered event time might differ from the actual time due to discrepancies in the time on the server and on the client, or due to latency in sending the event. As a result, a non-bounce session might be registered that is shorter than 15 seconds (or whatever time you set).


An internet user who visited your website during a particular time interval.

In all Yandex.Metrica reports other than Cross device, users are registered based on anonymous browser IDs that are saved as cookies. A user who returns to your website after they delete their cookies will be considered new. In the “Cross device” report, data from different browsers used by the same individual are joined together using Crypta technology.

Pageview (hit)

Loading one of a website's pages when a user navigates to it. Pageviews also include page refreshes, AJAX site updates, and sending data using the hit method.

Incoming traffic from entering the URL in the address bar, clicking saved links, and the like. Other kinds of incoming traffic may also fall under "direct traffic" if Yandex.Metrica couldn't recognize the source by referrer or tag.

Some of the sessions or pageviews, which are selected by a formal attribute (for example, the number of pages viewed).


JavaScript code that the service uses to collect statistical data.

It is also a Yandex.Metrica tracking unit, i.e., a container for collecting all information about sessions on your website.


A session in which a goal was completed.

Conversion metric

A numerical value calculated for the goal specified in the report. This amount can be the total or average. For example, conversions are calculated as the total of all values, and conversions per user are calculated as the average value.

Goal-based report

A Yandex.Metrica report that specifies a previously created goal. The report shows conversion metrics that are calculated for the specified goal.

Target user
A user who meets the condition set in the goal parameters.

A user action that the website owner is interested in: viewing a specific page, clicking a particular element (such as the “Proceed to Checkout” button), and so on. For more information about types of goals and how to configure them, see Goals.

Unique website user ID created automatically by Yandex.Metrica. The ID is anonymous, randomly generated, and is associated with the browser where the user opened the website. It is used for transmitting user parameters and tracking offline conversions.
Website user ID set by the website owner, for example, via CRM.Used for transmitting user parameters and for tracking offline conversions.

The ID of a click on a Yandex.Direct ad assigned by Yandex.Direct. It is passed in the ad's URL. Used for tracking a website traffic source.

Yandex Advertising Network report terms

To learn more about these terms, go to Yandex Advertising Network reports.

Content analytics terms

To learn more about these terms, see Indicators.