Goals and conversions

You can create goals for each Yandex.Metrica counter when setting its parameters. You can use these goals in Yandex.Direct and Yandex.Audience.

A goal is an action that the site owner wants a user to complete: viewing a particular number of pages, going to a specific page, clicking a button, clicking a link, making a purchase, and so on.

Goal completion is meeting the condition set in the goal parameters.

A session in which a goal was completed is called a conversion. A single conversion may include multiple completions of the same goal.

The ratio of conversions to the total number of sessions is called the conversion rate.

  1. Types of goals
  2. Using goals in reports

Types of goals

Goals are divided into several types using various criteria.

By goal completion:
  • Page depth. Viewing a particular number of pages on the site.
  • Page view. Viewing the specified pages on the site.
  • JavaScript event. Information about a completed goal is transmitted using JavaScript.
By goal complexity:
  • Basic goal. A goal set for one of the “Page depth”, “Page view”, or “JavaScript event” types of conditions.
  • Multi-step goal. Consists of two or more steps that the user completes before reaching the targeted action. Each step is described using “Page view” or “JavaScript event” types of goals.

    Statistical analysis of each step helps clarify which stage of the process is causing difficulty for users.

    Multi-step goals only count steps completed during a single session, and they must be completed in the set order.

By goal type:
  • Conversion rate goal. Used for viewing statistical data (the conversion rate, the number of goals completed, and the number of conversions).

  • Retargeting goal. Used for setting up displays based on retargeting lists in the Yandex.Direct interface.

    Retargeting is a technology for showing an ad to the audience that has visited the site and completed specific actions on it. You can set up how to display different Yandex.Direct ads depending on users' behavior on the site. For more information about retargeting lists, see the Help for Yandex.Direct.

For displaying statistics in the Yandex.Metrica interface, setting a goal is not important.

Using goals in reports

Information on goals in the Yandex.Metrica interface is available in the Conversions report, as well as in all standard and custom reports based on sessions.

Report on a single goal

To show goal statistics, click the Choose goal list in the report table header and select the goal you are interested in.

Report on multiple goals

To make a report on multiple goals at once, add conversion metrics to the report. In the menu, choose a metric and select the goals to show data for.

The report will show information about each of the goals you are interested in:

To segment items by goals completed, click the Segment button and select Behavior → Goal reached.