Track transitions to messengers

If you use messengers to get feedback on your site, Yandex.Metrica can gather statistics on how often they're used.

To do this, set a special goal in Yandex.Metrica. You can create this kind of goal:
  • For all messengers on the site. Yandex.Metrica recognizes messengers by the presence of their URLS in links. For example:
    <a href="">Contact us</a>
  • For a specific messenger. Use this method, for example, to track different messengers.

    Yandex.Metrica searches for <specified address> in links.

List of available messengers:

Messenger URL
Skype skype
Telegram, tg://,,,
Viber viber://,
WhatsApp,,, whatsapp://
VK,, vk://
To create a goal:
  1. In Yandex.Metrica, go to the Goals page in the left menu.
  2. Click Add goal.
  3. In the Name field, enter a name for the goal to create.
  4. Select the Open messenger target type.
  5. Select which messengers to create a goal for.
  6. Click Add goal. The created goal will appear in the list of goals. Yandex.Metrica will start collecting statistics on it within a few minutes.
  7. You can check whether the goal is working in the Conversions report. Data should appear in it. To check, perform a target action on the site. If Don't count my sessions is set as a filter, check the goals on the site in Incognito mode.

A conversion is recorded when the user clicks on the link that leads to the messenger. To view goal statistics, use the Conversions report and add the goal to other Yandex.Metrica reports.


  • This type of goal can't be used in Multi-step goals.
  • A maximum of 200 goals can be set for each tag.
  • The service registers a user that completes the same goal on the same tag no more than once per second.
  • During a single user session, the service can register up to 400 completions of all the goals created for a tag.
  • If you edit a tag or goal, previously collected information doesn't change.
  • If you delete a goal, information collected for it is no longer available in reports.

Select a question to find a solution.

Goals in Yandex.Metrica work the same way for any source. Perhaps there aren't any users who have completed the goal from this source yet.

This might happen for the following reasons:
  • The goal condition in Yandex.Metrica doesn't cover all the possibilities. For example, the goal is set as going to the order confirmation page, but the site also allows instant checkout without visiting this page.
  • The site user has a browser plugin that blocks the Yandex.Metrica tag, so this user isn't counted.
  • The user has an antivirus system with strict privacy settings.
  • The user has a slow internet connection, so the Yandex.Metrica tag didn't load on the target page.