Advertising9 minJune 25, 2026
Google Analytics and Yandex Metrica: setting up analytics for business in Uzbekistan
You launched ads, the site is running — but where do clients come from and which page is killing your conversions? Without analytics, it's guesswork. Google Analytics 4 and Yandex Metrica answer that question. In Uzbekistan both are relevant: Google dominates, but Metrica is often handier for quick reports.
01Why analytics matters
Without analytics your ad budget is spent in the dark. You don't know:
• Which channel brings buyers vs. window-shoppers.
• Which page drives people away without a lead.
• What one client from Google Ads actually costs.
• Whether the 'Call' button is tapped at all.
Analytics is not reports for reports' sake — it's answers to real business questions. Set it up once, data accumulates on its own.
02Google Analytics 4 — basic setup
Step 1: Create account & data stream.
Go to analytics.google.com → Start measuring → Web → enter URL. GA4 gives you a Measurement ID (G-XXXXXXXXXX).
Step 2: Install on site.
- WordPress: 'Google Site Kit' plugin.
- Tilda: Settings → Analytics → Google Analytics → paste G-ID.
- Custom site: via Google Tag Manager (GTM) — always recommended.
Step 3: Verify.
After 30 min → GA4 → Realtime → open your site in another browser. If you see yourself — it works.
Step 4: Set up conversions.
GA4 defaults to e-commerce purchases only. For landing pages, manually mark as conversion: form submission, 'Call' click, WhatsApp redirect. Done in GTM with a `generate_lead` event.
03Yandex Metrica — why it's still needed
Metrica is free and has things GA4 lacks out of the box:
• Webvisor — session recordings: see exactly how each user moves the mouse, where they get stuck.
• Click maps — heatmap of where people click. Instantly shows if they click the button or just the image next to it.
• Funnels — no coding, built via interface.
Setup: register at metrika.yandex.ru → Add counter → paste code into `<head>`. In GTM — add as Custom HTML tag.
For sites in UZ — run both tools in parallel. The data is different, and Metrica often spots a broken button first.
04Goals and events — what to set up
A bare counter without goals is useless. Minimum for any business site:
| Event | Why | How | |
|---|---|---|---|
| Form submit | Main conversion | GTM → Form Submit trigger | |
| 'Call' click | Calls = leads | GTM → Click on `tel:` | |
| WhatsApp/Telegram link | Messenger leads | GTM → Click on link | |
| 50%/75% scroll | Engagement | GA4 built-in, Metrica — manual | |
| 60+ sec on page | Traffic quality | GA4 built-in |
Without configured goals Google Ads operates blind — the algorithm doesn't know what success is and wastes budget.
05Reading reports without drowning
GA4 and Metrica have dozens of reports — focus on what matters:
Weekly:
• Traffic sources → what brings people in.
• Conversions → how many leads, from which channel.
Monthly:
• High-bounce pages → where people leave immediately.
• Devices → if 70% are mobile and the site is poor on phone — that's the problem.
• Webvisor (Metrica) → watch 10–15 session recordings to spot friction.
Core principle: don't collect data for data's sake. Ask one question ('why so few leads?') and look for the answer in reports.
06Linking with Google Ads and anti-fraud
1. GA4 ↔ Google Ads — link accounts; conversion data flows into Ads, algorithm bids smarter.
2. Metrica ↔ Yandex Direct — same for Yandex traffic.
3. Anti-fraud (UZNEO) — filters bots *before* they hit GA4. Otherwise your conversions are 'polluted' by fake clicks and GA4 learns from bad data.
Summary
Set up GA4 + Metrica before launching ads, not after. Without analytics you pay for clicks and have no idea what happens next. Need help with setup — contact us, we'll configure it correctly for your site and campaigns.
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