#analytics
All blog materials tagged with "analytics" Cases, analyzes and practical guides from Daniil Pustovalov - Digital Marketing Lead.
Russian market benchmarks 2026: summary of seven metrics and how to use them
Summary of standard values for the Russian market: CPC in Direct, CTR in VK Ads, CPL in B2B, ROAS in e-com, LTV to CAC in SaaS, open rate email and landing page conversion. With rules of application: why the median is deceiving and what to actually compare yourself to.
Webvisor: how to read posts without spending a week on it
The web viewer shows what a person did on the page, but you can’t look at it in a row - you’ll drown. I’ll figure out how to select records in segments, which five scenarios give the most conclusions, and how records distinguish bots from people.
MMP and mobile app attribution: why is it needed and when without it
MMP is a mobile measurement partner that brings installations from different sources into one picture. I’ll explain how it differs from regular analytics, why you can’t do without it on mobile, and in what cases you don’t need it.
Yandex Webmaster for marketers: five reports that change decisions
The webmaster usually gives it to the SEO and never opens it again. I’m looking at five reports that marketers need: impressions without clicks, pages in search, crawls, duplicates, and recommendations. With an example of how the query report reverses priorities.
TGStat and Telegram channel analytics: what to watch before purchasing advertising
External Telegram analytics shows what is not visible from inside the channel: growth dynamics, the real reach of publications and advertising history. I figure out what numbers to check before purchasing, how to recognize cheating, and how external data differs from the owner’s statistics.
Cohort analysis 2026: how to calculate retention and what to show to the manager
How to show inflow, outflow and retention of customers by month on one table. Four fields from CRM, two formulas, a cohort triangle and three ways to read it. Plus an analysis of the main accounting error - counting from the calendar instead of the month of attraction - and the median interval as the outflow boundary.
DataLens for marketers 2026: dashboard without Looker and Power BI
How to build a working dashboard for a marketer in Yandex DataLens for free in 2026: connecting Y.Metrica, Y.Direct and Google Sheets, key charts, sharing with the team. How does DataLens replace Looker Studio and where is its ceiling.
Cohort analysis 2026: how to calculate retention and LTV by cohort
How to build and read cohort analysis in 2026: retention curve, breakdown by month of attraction and channel, calculation of LTV by cohort. Where to get data in Ya.Metrica and Google Sheets and what budget decisions this changes.
Marketing Channel Attribution 2026: From Last Click to MMM
How to correctly calculate the contribution of channels to sales: attribution models, MTA, MMM. Why Last Click lies and how to move on to an honest assessment of the ROI of channels.
Marketing Analytics 2026: GA4, Metrics, Attribution and Dashboards
How to build marketing analytics from scratch: GA4 vs Yandex Metrica, GTM setup, channel attribution, heat maps and web viewer. Real stack for a team of 1 person.
Looker Studio for marketers in 2026: dashboards from Y.Metrica, Y.Direct and VK Ads for free
Looker Studio combines Ya.Metrika, Ya.Direct and VK Ads in one free dashboard. Analysis: how to connect Russian data sources, configure Blended Data for end-to-end CPL across channels, automatically send reports to clients on a schedule and not overload the dashboard with unnecessary widgets.
Yandex Metrica 2026: setting goals, e-commerce and linking with Direct
Ya.Metrika is the central data hub for performance in the Russian Federation. Without correctly configured goals, Ya.Direct overpays for CPL by 30-50%. Full guide: what 8-12 goals are needed, e-commerce through dataLayer, connection with YA Audiences and CRM, automatic alerts in Telegram. With an analysis of 5 typical mistakes.