Why install both Google Analytics and Yandex Metrica?

In Uzbekistan they help differently: GA4 links cleanly to Google Ads and feeds bidding events; Metrica gives Webvisor and click maps for UX review. You can start with GA4; both in parallel is a calm standard for local businesses that run ads.

Which conversions are required for a service landing page?

Minimum: form submit, “Call” click (tel:), WhatsApp/Telegram, and thank-you if you have one. Without them ads optimize for clicks, not leads. Engagement (scroll, time) is useful, not a lead replacement.

How do I verify GA4 is installed correctly?

Within minutes or up to ~30 minutes open Realtime and visit the site from another device (incognito; phone and desktop). If you see an active visit — it works. Also check G-ID, that the tag is on key pages, and pause ad blockers for the test.

Do I need Google Tag Manager or can I paste code directly?

Direct code works. GTM is easier when you have several goals and ads will run for months: add events without constant site edits, plus Preview mode. On simple Tilda landings teams sometimes start without GTM and add it later.

Which reports should I check every week?

Traffic sources and conversions by channel plus a quick order-of-magnitude CRM check. Monthly — short-session pages, devices (mobile UX), and 10–15 Webvisor recordings. One question — one report.

Why link GA4 with Google Ads?

Then the ad account sees site leads, not only clicks. Smart Bidding gets a success signal. Without goals and import, optimization runs blind or on clicks only.

What if GA4 shows leads but CRM shows fewer?

Hunt duplicate events (form + thanks), test leads, manager-side loss, different period/time zone. Reconcile 10 specific leads by hand. While the gap is “times off”, do not push Target CPA hard.

Can I use only Metrica without GA4?

For UX review — yes. If the main budget is in Google Ads, without GA4 (or another conversion import into Ads) it is harder to give the algorithm a clean lead signal. For the UZ “Ads + site” loop, GA4 is usually required; Metrica is a strong second layer.

Advertising18 minJune 25, 2026

Google Analytics and Yandex Metrica: setting up analytics for business in Uzbekistan

Robert MirovUpdated Jun 25, 2026

This article is for site and landing-page owners in Tashkent and across Uzbekistan who already run ads — or will within weeks — and need a calm answer to: where leads come from, which page people leave on, and what one qualified lead really costs. Without goals and events the ad account shows clicks and spend but does not answer business questions. A counter “just in case” with no conversions is almost useless: data piles up, but you cannot steer budget from it. Below is a full practical order from UZNEO: why Uzbekistan teams often install both Google Analytics 4 (GA4) and Yandex Metrica; how to install and verify; which goals a service site must have; a checklist before Google Ads; which reports to open weekly and monthly; how to link analytics to Ads without feeding the algorithm junk. No hype — only what helps you decide.

01Why analytics matters for business in Uzbekistan

In local niches — dentistry, clinics, repair, delivery, lawyers, courses, B2B services — clients often arrive on mobile, write in WhatsApp or Telegram, or tap “Call”. If you only watch clicks in Google Ads, the picture is skewed: a channel can look “cheap” on traffic and expensive when CRM goes quiet. Without analytics plus goals it is hard to answer simple questions: • which channel brings leads vs views only; • which page people leave without action (awkward form, slow load, missing offer); • what one qualified Google Ads lead really costs — not a “click”; • whether “Call” and messenger links work on mobile; • whether ad account, site, and CRM numbers match at least by order of magnitude. Analytics is answers to business questions, not a dashboard “for show”. Set it up once — data accumulates. Then follow a checklist and two or three reports, not every report at once.

Without goals and reconciliation	With goals + a weekly check
“Ads don’t work” — marketing vs sales argument	One table: channel → event → CRM lead
CPL on clicks looks pretty	You see cost per lead and quality
Unclear: fix the site or the bids	Clear: drop-off on page X or a weak keyword
Smart Bidding learns from clicks	The algorithm sees leads (if Ads linking is live)

More on the ads link — in Google Ads conversion setup and the Ads setup service.

02Terms in plain language

Before install, lock a short glossary — these words appear often below. • Counter / tag — a small piece of code on the site that tells an analytics service about visits and actions. • GA4 (Google Analytics 4) — the current Google Analytics. It counts events (page view, form submit, click). Links cleanly to Google Ads. • Yandex Metrica — analytics from Yandex. Strong on Webvisor (session recordings), click maps, and fast funnels in the UI. • GTM (Google Tag Manager) — a “box” for tags: install one container, then add counters and goals without constant developer edits. • Event — a user action: view, click, form submit, scroll. • Conversion / goal — an event you treat as business success (lead, call, WhatsApp click). • Measurement ID (G-XXXXXXXXXX) — the GA4 property ID; you place it in a tag or GTM. • UTM parameters — URL parameters (`utm_source`, `utm_medium`, `utm_campaign`) that show the traffic source. More in how to set up UTM. • Auto-tagging — automatic Google Ads click marking (`gclid`) so paid does not sink into “Direct / none”. • Realtime — a live report of current visits — useful to verify install. • Webvisor — Metrica session recordings: where people move, where they get stuck. • Primary / Secondary — in Google Ads: the main bidding signal vs observation-only. If a term appears once and fades — come back here. Word confusion often creates “conversions” that are really just clicks.

03GA4 and Metrica: what to choose and why both

In Uzbekistan, sites with ads often install both counters — they cover different jobs, not a one-to-one duplicate.

	Google Analytics 4	Yandex Metrica
Strength	Link to Google Ads, paid attribution, events for Smart Bidding	Webvisor, click maps, funnels without a developer
Especially useful when	Google Ads is live or planned	You need to see where UX breaks
Install	G-ID via GTM (preferred)	Code in `<head>` or Custom HTML in GTM
For the UZ market	Main search channel is Google	Handy review of mobile sessions
Weak spot if unfinished	Little “behaviour cinema” out of the box	Weaker native link to Google Ads

One tool also works: if budget is only in Google Ads and the team is small — start with GA4 + goals, add Metrica when the question is “why don’t they tap the button”. Both in parallel is a calm standard for local business: Ads learns from GA4 signals; Metrica shows why a button is not tapped.

Before	After
Only clicks in the Ads account	Leads by channel visible in GA4
“The site is bad” — argument without proof	10–15 Webvisor sessions on mobile
Contractor holds all access	Owner is Admin/editor in GA4 and Metrica
Paid sinks into Direct	Auto-tagging + UTM on other channels

You do not need to “pick a winner”. You need two roles: a signal for ads and a behaviour review on the site.

04Google Analytics 4 — basic setup step by step

Step 1. Create a property. Open analytics.google.com → Start measuring (or Admin → Create property) → Web → site URL (e.g. `https://example.uz`) → get a Measurement ID like `G-XXXXXXXXXX`. Set the property time zone to Tashkent (UTC+5) immediately — otherwise day-by-day CRM reconciliation will drift. Step 2. Install on the site • WordPress: Site Kit by Google or via GTM. • Tilda: Site settings → Analytics → Google Analytics → paste G-ID. • Custom site / Next.js / any CMS: preferably Google Tag Manager — one container, then goals without constant code edits. A direct gtag in `<head>` also works, but every new event needs a developer again. For a business that will run ads for months, GTM usually costs less in time. Step 3. Verify. Wait up to ~30 minutes (often faster) → GA4 → Reports → Realtime → open the site from another browser or phone (incognito is best). If you see yourself — it works. If not — check ad blockers, wrong G-ID, and that the tag is on all key pages (home, services, contacts, thank-you). Step 4. Conversions (key events). For a service landing page, mark as conversions: • form submit / `generate_lead`; • click on `tel:`; • click on WhatsApp / Telegram; • thank-you page view (if you have one). Event names can be custom — they must import into Google Ads and match what you call a lead. Primary vs Secondary detail — in the conversions article.

05Google Tag Manager: why the business owner cares

GTM (Google Tag Manager) is not “another analytics product” — it is a tag control panel. You install one container; GA4, Metrica, pixels, and events are added inside GTM. Why the owner, not only the developer, should care: • faster to add goals without waiting for a code release; • easier to change agencies: the container stays yours if the owner has Admin; • Preview / Debug shows whether an event fired before publish; • less risk of breaking layout by pasting scripts ad hoc. Minimum hygiene: • GTM access sits with the business owner (or a company email), not only the agency; • after edits — publish a version with a clear name (“2026-06 goals form+tel”); • test form and phone clicks in Preview before going live. If the site is on Tilda and you do not plan complex events — you can start without GTM. As soon as WhatsApp, several forms, and Ads appear — GTM almost always pays for itself in calm.

06Yandex Metrica — install and why Webvisor

Yandex Metrica is free for typical SMB use and offers what GA4 does not ship the same way out of the box: • Webvisor — session recordings: mouse or finger paths, where people stick, taps on non-clickable images; • Click and scroll maps — button vs decorative block next to it; • Funnels — built in the UI without a developer: view → form → submit. Install: metrika.yandex.ru → Add counter → site URL → code in `<head>` on all pages (or Custom HTML in GTM). Enable Webvisor and click map in counter settings. How to use without drowning in recordings: once a month open 10–15 mobile sessions — phone share in Uzbekistan is usually high. Filter sessions with bounce or no goals: you find faster why the form “exists” but leads do not. Typical findings on UZ landings: • “Submit” covered by a chat widget; • phone field rejects +998 format; • user scrolls to price, cannot find it, leaves; • people tap a partner logo thinking it is a button. Faster and more honest than arguing about bounce rate in abstract percentages.

07Goals and events — minimum for a service site

A bare counter without goals is almost useless for ads: you see “visits”, not money.

Event	Why for the business	Typical how
Form submit	Main conversion for many niches	GTM → Form Submit or thank-you page
“Call” click (`tel:`)	Calls = leads; critical on mobile	GTM → Click URL contains `tel:`
WhatsApp / Telegram	Messenger leads are normal in UZ	GTM → Click on `wa.me` / `t.me`
Thank-you page	Confirms a successful lead	GA4 page_view on `/thanks`
50% / 75% scroll	Engagement, traffic quality	GA4 enhanced measurement; Metrica — manual
60+ sec on site	Filters instant exits	GA4 engagement / custom event

Without goals Google Ads optimizes for clicks — the algorithm does not know what success is. With goals but no Primary/Secondary split, the account may learn from random phone taps — covered in the conversions guide.

Before (counter only)	After (goals + Ads import)
“1,200 sessions” — then silence	“38 leads, 12 from Google Ads”
Bids run on gut feel	Smart Bidding sees conversions
Unclear: fix landing or keywords	Clear: traffic exists, form does not submit

Minimum before ads: form + tel: + messenger. Engagement is a useful layer, not a lead replacement.

08Checklist before launching ads

Run this list the day before budget starts. If a line is open — delay start by a day rather than spending a week on “why zero leads” with no data. • GA4 Realtime sees a visit from phone and desktop. • Metrica (if you use it) also sees a visit; Webvisor is on. • A test form submit arrives as an event/conversion in GA4 (and a Metrica goal if configured). • Phone and WhatsApp/Telegram clicks appear in reports. • Conversions are imported into Google Ads; status Recording / active; Primary is a real action, not everything. • Auto-tagging in Google Ads is on; other channels use UTM (UTM guide). • GA4 and Ads time zone — Tashkent (UTC+5). • Access to GA4, GTM, and Metrica sits with the owner, not only the contractor. • Thank-you page (if any) is not double-firing on refresh. • No obvious double counting: one lead ≠ two identical Primary actions in Ads. Short live test: open an ad (or a UTM URL), submit a TEST lead, check GA4 → Ads → CRM. If the chain breaks — fix it before spend.

09Which reports to read: week and month

Principle: one question → one report. Do not collect data for data’s sake. Every week (30–40 minutes): • Traffic sources / session source-medium — what brings people (google / cpc, organic, direct, social, referral). • Conversions by channel — how many leads and from where; order-of-magnitude check vs CRM. • Top landing pages — where paid actually lands. Once a month (1–2 hours): • High-bounce / short-session pages — where people leave immediately. • Devices — if mobile is 70%+ and the form is awkward on phone, fix UX before bids. • Webvisor (Metrica) — 10–15 mobile sessions with your eyes. • Reconcile: Ads account ↔ GA4 ↔ CRM (leads for the month). A “times off” gap — first hunt duplicates, filters, wrong goals, then blame ads.

Owner question	Where to look
Where do leads come from?	Conversions by source/medium + CRM
Why few leads with traffic?	Funnel / Webvisor / mobile form
Which channel is expensive?	Cost ÷ qualified leads
Ads or site?	Clicks exist, goals don’t → site; goals never start → channel/offer

An “everything at once” daily report usually creates noise, not decisions.

10Linking Google Ads and clean signals

1. GA4 ↔ Google Ads — link accounts in both Admins, import the right conversions; the algorithm sees leads, not only clicks. 2. Metrica ↔ Yandex Direct — same if you run Direct: Metrica goals must be available to the account. 3. Clean traffic — if bots and click fraud enter “conversions”, Smart Bidding learns junk. Protection layer — anti-fraud for Google Ads. 4. CRM check weekly — without it analytics easily lies by an order of magnitude (form duplicates, test leads, manager skips source).

Before	After
Ads optimizes for clicks	Ads sees imported leads
“Conversions” from bots and random taps	Filters, thresholds, anti-fraud, Primary only on value
Marketing and sales live in different numbers	One weekly three-source check

Analytics is the foundation. Ads without it is spend with weak feedback. UZNEO can wire the loop for your site via Google Ads setup.

11Common mistakes and how to avoid them

Most failures are process, not “bad GA4”. 1. Counter on, goals off. Visits grow, decisions do not. Close the minimum goals table before ads. 2. Access only with the contractor. Agency change = lost history and panic. Owner is Admin in GA4/GTM/Metrica. 3. Time zone is not Tashkent. “Yesterday” vs CRM breaks. 4. Paid without auto-tagging / UTM. All context looks like Direct — you optimize blind. 5. Double counting. Form + thank-you + same lead in WhatsApp = three “conversions” for one person. Agree dedupe rules early. 6. Primary on everything. The algorithm inflates “wins”. Split Primary and Secondary. 7. Ignoring mobile. Desktop-only Webvisor lies for UZ traffic. 8. No sales reconciliation. Account is “green”, CRM is empty — or the reverse. Fifteen minutes a week is cheaper than a month of arguments. 9. Tests left on. TEST events keep teaching bids — mark and exclude them. If after the checklist the picture is still muddy — the lead definition and CRM discipline are usually the issue, not “metric magic”.

12Plan for the first 14 days

So setup does not stall “for later”, use a short cycle. Days 1–2. Create GA4 (UTC+5), Metrica if needed. Start GTM or decide where code lives. List goals: form, tel:, messengers, thanks. Days 3–5. Install tags. Check Realtime on phone and desktop. Configure events in GTM/UI. Enable Webvisor. Days 6–8. Import conversions into Google Ads. Turn on auto-tagging. Add UTM on non-Google channels. Submit 2–3 TEST leads. Days 9–11. Reconcile Ads → GA4 → CRM. Give owner access. Train the manager: lead source, what to write in CRM. Days 12–14. Close the checklist above. Only then scale budget. In month one watch weekly reports and one Webvisor batch — not every dashboard in the world. Need setup help — contact UZNEO.

Summary

Set up GA4 and, if needed, Yandex Metrica before launching ads, mark goals (form, phone, messengers), close the checklist, and keep access with the owner. Without that you pay for clicks and barely see what happens next — between the ad account, the site, and CRM. In Uzbekistan a calm standard is: GA4 as the signal for Google Ads, Metrica as eyes on UX. Then weekly reconciliation and honest Primary conversions — not reports for reports’ sake. Need setup help — contact UZNEO: we wire counters, events, and the link to Google Ads for your site. Related: conversions, UTM, anti-fraud.

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Advertising22 min