Conversion Analysis & Funnel Setup in GA4 and Yandex.Metrica

Imagine: your site brings 1000 visitors a day, but revenue isn't growing. Managers complain about traffic, marketers about conversion, and developers shrug. Without a configured sales funnel, you're flying blind. Standard GA4 and Yandex.Metrica reports show overall conversion but don't pinpoint drop-off points. We know how to fix this: we set up turnkey funnels using segmentation, cohort analysis, and end-to-end analytics. We identify at which step — product view, add to cart, checkout — customers are lost and increase conversion at each stage. We'll evaluate your project in 1 day — contact us!

Problems We Solve

Blurred user path. Standard reports don't show where clients drop off. A funnel with traffic source segmentation and cohort analysis gives a clear picture. For example, the "add to cart" step converts at 5% — the issue is UX or pricing. Conversion optimization based on funnel reports reduces losses.

Losses from ad blockers. GA4 loses up to 30% of events on mobile. The solution is to duplicate sending to your own backend. This provides a control sample and improves funnel report accuracy. One client after implementing this scheme increased data accuracy by 22%.

Normal Conversion Rates for E-commerce

Differences in GA4 and Yandex.Metrica Data

The reason is different collection architectures. GA4 uses events with processing delays of up to a day, Metrica uses streaming. If both counters are run in parallel without unifying event logic, you'll get discrepancies. We configure identical events and metrics in both systems, and for critical projects we write our own funnel in PostgreSQL. This ensures end-to-end analytics and a single source of truth. GA4 processes events up to 24 hours, while Metrica up to an hour, making it 24 times faster for operational reports.

How We Do It

Stack: PostgreSQL for event storage, Laravel 11 for collection backend, Redis for caching. Example of funnel configuration in GA4:

Funnel Exploration → Steps: 1. view_item (URL contains /product) 2. add_to_cart 3. begin_checkout 4. add_payment_info 5. purchase 

In Yandex.Metrica by URL and goals:

Step 1: URL contains /catalog Step 2: URL contains /product Step 3: Goal "add_to_cart" Step 4: Goal "order_placed" 

For high-load we use ClickHouse — SQL query response time up to 100 ms on billions of rows.

How Segmentation Improves Funnel Analysis?

Segmentation by traffic source, device, or geography reveals hidden problems. For example, organic may convert at 3%, while ads at 0.5%. Without segmentation you average the data and miss growth points. We configure segmented funnels and cohort analysis for each channel.

What is Cohort Analysis in a Funnel?

Cohort analysis groups users by time of first visit or action. This helps track how different groups behave. For instance, a cohort from an ad campaign may have higher checkout conversion but lower add-to-cart rate. Such analysis reveals channel effectiveness and seasonal trends.

Process

1. Analytics — audit of goals and events, interviews with marketers.
2. Design — agreement on funnel schema, tool selection.
3. Implementation — event setup, exploration, SQL queries.
4. Testing — verification on test sessions.
5. Deployment — rollout to production, dashboards, documentation.

What's Included

• Documentation describing funnel steps and segments.
• Ready-made explorations in GA4 and reports in Metrica.
• Team training (1 hour online).
• 2 weeks support after launch.

Why Trust Us?

5+ years experience in web analytics, over 50 projects for e-commerce and B2B. We guarantee transparency: we provide SQL scripts and documentation. Order funnel setup — get a funnel that actually helps you earn. Savings on ineffective advertising can be up to 30% after funnel optimization.

Estimated Timelines

Basic setup (GA4 + Metrica) — from 2 to 4 days. Extended (with custom DB and segmentation) — from 5 to 8 days. Cost calculated individually, depends on complexity.

Typical Mistakes in Funnel Setup

• Incorrect step order (e.g., purchase before begin_checkout) — zero conversions.
• Ignoring segmentation — one funnel for all sources hides problems.
• No protection against ad blockers — loss of up to one third of data.

Comparison Table: GA4 vs Yandex.Metrica

Source: official documentation sales funnel

We manage the full cycle of online store analytics installation: from goal setup to end-to-end analytics. Get a consultation — we'll help you choose the tool and set everything up turnkey.