Yandex.Metrica has launched a new report — Labels. A label is an additional parameter added to a site URL.
It lets you track clicks on a specific link — for example, during visitor acquisition campaigns, email mailings, or banners/links on external sites.
A similar idea underpins the URL Builder — a Google Analytics tool. But Labels have a clear advantage over the Google builder. “Tracking labels for site traffic are created in different ways. Yandex.Metrica now combines the most common ones: utm, glcid, openstat, from. This adds universality to the service, whereas Google Adwords accounts for the first two only,” — comments Elena Firsova, project manager at i-Media internet advertising agency.
Per the Metrica help, utm and openstat labels are automatically grouped into trees in the following field order:
utm:
- utm_source (referral source: direct.yandex.ru, begun.ru…)
- utm_medium (marketing channel: cpc, banner, email)
- utm_campaign (name of the ad campaign)
- utm_content (specific ad)
- utm_term (keywords)
openstat:
- Ad service
- Ad campaign
- Ad creative
- Placement
According to Elena Firsova, the logical next step toward agencies would be a constructor in Yandex.Metrica for generating hundreds and thousands of labelled links — which would significantly ease campaign creation. “Many agencies have their own tools, but there’s no mass-market service yet,” she notes.
