Sessions are assumptions, users are real.

1. Know more about your
customers
Viktor Tarnavsky

2. Users? What’s that about

3. │Sessions are assumptions
│Users are real

4. Why you should think about users
▌ Users interact with your website more than once
▌ Same user, different devices are normal in modern world
▌ New users and loyal users are totally different

5. │Example 1: core
audience

6. Ecommerce: sessions per user

7. Ecommerce: sessions per converted user

8. │Example 2: cross-device

9. Online clothes store
▌ Desktop users conversion: 4%
▌ Mobile users conversion: 0.9%

10. Online clothes store
▌ Desktop users conversion: 4%
▌ Mobile users conversion: 0.9%
▌ Desktop + mobile users conversion: 15%

11. User-centric
Yandex.Metrica

12. Attribution models
▌ First; Last; Last non-direct attribution models
▌ Available in any Traffic Source report and for segmentation
▌ Works with any metric, not only conversions
▌ Customize report with any dimensions or metrics
Ad Search Direct
1 2 3

13. User-centric segmentation
▌ All-in-one segmentation by events, sessions or users
▌ Do not require PhD in Analytics
▌ Save your segments, use them anywhere. Including Webvisor!

14. User-centric segmentation
▌ Dig your data and find your answers!
▌ Save your segments and come back later to continue analysis

15. User parameters
▌ Mark users with your own data
▌ Analyze their behavior difference in Yandex.Metrica
▌ Both online and offline scheme

16. Your CRM system – a treasure chest
SpendDemographics
Interests
Language
Devices & Browsers
Geo Children
Year of Birth
Car
Status
Yandex.Metrica CRM system

17. Case studies & examples

18. Case 1. Ad campaign effect analysis
You had ad campaign running for over a week and now you want to check
results.
› What users did you get?
› How many additional conversions did you get from this traffic?
› What’s their retention?
Campaign period: Nov 23 – Nov 29
Campaign UTM tag: tags with yandex_brand

19. Number of sessions per user

20. New users from campaign: sessions

21. New users from campaign: conversions

22. Case 2. RFM
▌ Recency - Frequency - Monetary
RFM is powerful way of scoring your
customers by most valuable
parameters.
Low RFM score: churned or one-
time buyers
High RFM score: recent buyers,
core customers
0-10 11-20 20-30
1000 202% 100% 60%
2000 190% 100% 80%
3000 100% 180% 120%
MONETARY
VALUE
RECENCY
FREQUENCY

23. How does it work?
Client ID
1
2
User ID

24. Add user parameters from your backend
system
3
User ID or Client
ID + user
parameters› Add CSV/TSV file to the Data Import section in
Settings
› Send via API

25. Use your custom segments in
Yandex.Metrica
› RFM segments available through Metrica segmentation
interface
› See the difference between their behaviour
› Make better offers with retargeting

26. Case 3. Attribution modelling
› Check all the customer’s story
› Use model which fits best for your needs
Ad Search Direct
1 2 3

27. Case 3. The ”real” traffic source for direct

28. Case 3. Attribution models

29. │Be user-centric