Yandex.Metrica introduces a new feature
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Yandex.Metrica started closed beta testing of a new metric – PVL (place visits lift), which will evaluate the influence of the Internet advertising on offline visits to retail shops. The new analytics tool compares the conversion to offline-visits of people who went to the website and those having not entered it The new analytics tool compares the conversion to offline-visits of people who went to the website and those having not entered it.
PVL can be calculated for a specific offline sales outlet, for all outlets within a certain region and across the country. PVL can be also calculated for each traffic source. The metric evaluates PVL separately for the audience of media advertising on Yandex and for all the website visitors who enter it from other channels: links to the site, ads in social networks, campaigns in Direct, etc.
The new metric helps to evaluate the efficiency of advertising by tracking the real interaction of people with products and see how media advertisements increase customer participation.