Not all orders are placed on a website – there are times when customers make an order over the phone. Yandex.Metrica lets you track these calls and collect statistics on them. You can use the data to connect the actions of site users to incoming calls, assess the number and type of calls, and find out the end conversion rate (for instance, whether a site user made a purchase by confirming it over the phone).
To get the data, you need to configure transmitting call information to Yandex.Metrica.
The service has the following reports on calls:
- “Call processing quality”
- “Call sources”
- “Calls, details”
You can take the metrics shown in these reports and use them in other reports in the service, or for creating segments. For example, you can create a segment of site users who clicked through to the site from a particular ad, and then called and placed an order.
In addition, you can use the goal and segments to advertise with Yandex.Direct and Yandex.Display, and to find potential customers (using look-alike technology) with Yandex.Audience.
“Calls, details” report
This report shows calls transmitted by a call tracker and information about them. This information can help you find out how many calls Yandex.Metrica was able to associate with sessions and site users, and also see which traffic sources, ad campaigns, or keywords produced which calls. From the Yandex.Metrica report, you can go directly to the call tracker's website in order to view more detailed statistics.
A call that is associated with a user and a session is considered dynamic. An unassociated call is referred to as static. For dynamic calls, the report provides information about the session source. Data about dynamic calls can be segmented using other session data that is known to Yandex.Metrica. Data about static calls can only be segmented by the characteristics of these calls. For example, if you want to select only calls that had a hold time longer than 60 seconds and the source was an ad system (for instance, Yandex.Direct), the report will only show dynamic calls.
Yandex.Metrica can't associate a call with a user and a session in the following cases:
- A user ID was transmitted that doesn't exist in the Yandex.Metrica database.
- The user's session ended after the call that was transmitted to the service, or earlier than 21 days before the data was sent.
- The extended conversion tracking window was enabled after data was transmitted to Yandex.Metrica, and the conversion tracking period hasn't reached 21 days yet.
If the file passed validation but certain rows contain errors or extra empty rows were transmitted, the data for these rows is not shown in Yandex.Metrica reports.