What are goals? Types of goals

You can create goals for each Yandex.Metrica tag when setting its parameters. Goals can help you with:

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.

When users visit your site and interact with it, Yandex.Metrica collects information about this and registers goal completions (conversions). This data is used to calculate so-called conversion metrics.

A conversion is the point at which the user completes the condition that is set in the goal parameters.

A converted user is the user who completed the condition that is set in the goal parameters.

A converted session is a session in which a conversion occurred. A single converted session may include multiple completions of the same goal.

The conversion rate is the percentage of conversions out of the total number of sessions.


You have a site with educational courses. The site allows users to fill out an application to participate. In this case, submitting the form could be considered the conversion. A site user who submitted the form is a converted user. And the session during which the user submitted the form is a converted session.

You can track conversion metrics in most of the Yandex.Metrica reports. The report on conversions is also available.

Goals are divided into several types depending on their conversion criteria .

  • Page depth. Viewing a particular number of pages on the site.
  • Page view. Viewing the specified pages on the site.
  • Track clicks on email. Tracking clicks on all addresses on the site or the specified address.
  • Track clicks on phone numbers. Tracking clicks on all phone numbers on the site or the specified phone number.
  • JavaScript event. Information about a completed goal is transmitted using JavaScript (for example, by clicking the “Submit” button).

A multi-step goal combines the types of goals listed above, except for clicks on phone numbers and email.

They are also divided by use:
  • Retargeting goals are set as retargeting conditions in your ad campaign settings in Yandex.Direct.
  • Conversion goals aren't used that way.