Yandex.Metrica 2025: Dashboard “Average market indicators” (Benchmarking)

One of the biggest challenges for chief marketing officers (CMOs) has always been: “Is our 1.2% conversion rate to purchase good or are we not making millions?”. Previously, you had to buy expensive industry research or rely on intuition.

In June 2025, Yandex.Metrica rolled out the ultimate (and free) solution for e-commerce - Dashboard of market benchmarks. Now you can directly compare your funnels with the average data of real competitors.

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How the Metrica benchmarking algorithm works

This tool doesn't just show you the "average temperature in the hospital." Yandex uses machine learning algorithms to cluster businesses.

• Smart cohort selection: Metrica automatically selects a pool of your competitors, taking into account the topic (spare parts are not compared with cosmetics), geography of presence and scale of traffic (a small store will not be compared with Ozon).
• Complete anonymity: You don't see your competitors' URLs, and they don't see you. Data are aggregated and displayed as median percentile values.
• End-to-end e-commerce analytics: The dashboard only works if you have e-commerce configured correctly (object transfer dataLayer).

What exactly can be compared?

The dashboard shows a data breakdown for two main e-commerce macro conversions:

1. Add-to-cart Rate (Percentage of visitors who added an item to their cart).
2. Purchase Rate (Conversion to successful payment/checkout).

The data can be “cut” into the following sections:

• Sources (SEO, Yandex.Direct, Social networks);
• Device types (Desktop, Mobile, Tablet).

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Application scenarios: from finding bugs to growth points

How to use this data in practice to increase revenue?

Scenario 1: Failure at the first stage (Add to cart)

Given: In your niche (for example, pet supplies), competitors have add-to-cart at the level of 4%, and you have 1.5%. Where to look for the problem: The cart stage depends on the attractiveness of the offer. You have problems with pricing (you are more expensive than the market), poor assortment, low-quality photos or non-working filters in the catalog.

Scenario 2: “Abandoned cart” (Failure at the purchase stage)

Given: They add to the cart perfectly (even higher than the market), but the final conversion to purchase from the market is 2%, and yours is 0.5%. Where to look for the problem: They want to buy the product, but you don’t let them do it conveniently. Reasons: mandatory registration, a complex form of 10 fields, lack of necessary payment methods (SBP, Shares), “surprise” in the form of too expensive delivery at the last step of registration. An urgent UX audit of the checkout is required.

Scenario 3: Device Anomalies

Given: On Desktop, your metrics beat your competitors. But on Mobile the market conversion is 1.8%, and yours is 0.3%. Where to look for the problem: Your mobile layout is technically broken. Small elements, slipped buttons on iPhone SE, slow loading (check INP). Today, mobile traffic in e-com exceeds 80%; ignoring such benchmarks is fatal.

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Tool Limitations: Things to Keep in Mind

Do not treat the Metrics numbers as absolute truth, remember about the errors:

1. "Garbage" in other people's data: The “purchase” indicator from competitors may include test orders, unpaid carts (if configured incorrectly), and bot traffic.
2. Narrow niches: If you sell highly specialized industrial machines for 10 million rubles, Yandex may simply not have enough of a representative sample for comparison (the graphs will be empty).
3. Business models: The dashboard doesn't know your unit economics. Perhaps your competitors have a higher conversion due to dumping and working at a disadvantage, and your conversion is lower, but you earn a net excess profit due to high LTV.

Summary

The benchmarks dashboard in Yandex.Metrica is a powerful compass. It won’t tell you which line of code you have a bug in, but it will mathematically definitely protect you from blind investments (for example, pouring budgets into Direct when you have a hole at the checkout stage).

Analysts NBM-IT specialize in the Data-Driven approach. We will set up advanced e-commerce, set up end-to-end analytics (Roistat) and conduct a UX/UI audit of customer loss points on your website. Submit a request for a conversion audit.

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