Companies Using Yandex.Metrika

I've spent a decade building crawling and technographic systems, and Yandex.Metrika is one of the few technologies where the headline count tells you almost nothing on its own. As of our current crawl we see it on 292,721 active domains, of which 49,830 matched a company profile in our enrichment layer. That 17% match rate sits far below our usual rate, and the reason matters more than the number: LinkedIn has been unavailable in Russia since 2016, so our enrichment is structurally blind to Metrika's home market. Read every distribution below as Metrika's international slice, with the Russian core under-counted.

Growth trajectory

Yandex launched Metrika in 2008 and opened it publicly in 2009. Our published history covers the current crawl only, June to August 2026: 203,522 active domains, then 288,084, then 292,721. The June-to-July step is the one to be careful with — our total observed domains for Metrika rose from 203,918 to 307,364 over the same three months, so that jump is largely our measurement catching up rather than adoption. What the longer record shows, and what matters more, is that there is no inflection point anywhere: a default tool spreading through a regional web one agency build at a time.

"The most useful thing about Metrika's growth curve is how boring it is. Eighteen years of steady compounding with no inflection point is what infrastructure looks like, not what a challenger looks like." - David Thomson, CTO at TechnologyChecker.io

Sales Signal: A stable, slowly widening market rather than a land grab. There's no urgency window to exploit, so targeting matters more than timing. Build lists from the regional stack signals below instead of chasing a spike that's partly our current crawl.

Customer profile

Of the 49,830 companies we enriched, 45.34% have 10 or fewer employees and another 29.67% have 11 to 50, putting three quarters of the base under 50 people. On age, 44.98% were founded in the 2010s and 23% in the 2000s. These are digital-era small firms, not legacy enterprises that inherited a tracker.

The enterprise tail is thin but real. MTS Group, Megafon, Lukoil, Tinkoff and Kaspersky all appear in our detections, as does Turkey's Ministry of National Education on meb.gov.tr. IndiaMART, Kenya Airways and Flydubai show the reach extends past the CIS. Yandex publishes no customer case study library, so unlike most vendors we profile there's nothing first-party to cross-check against. Every company named here comes from our own crawl.

Sales Signal: The typical Metrika site is a small firm founded after 2010 that wanted session recording without a procurement conversation. They didn't pick Metrika over Amplitude, they picked it over nothing. Free-tier-first pricing converts here. Enterprise-first pricing will not.

Industry and geographic concentration

No industry clears 7%. IT Services and IT Consulting leads at 6.94%, with Advertising Services at 4.09% and Technology, Information and Internet at 4.05%. Agencies and IT shops holding the top three tells you how Metrika spreads: it's installed by people building websites for other people.

Geography is where this data earns its keep. Russia leads with 10,813 enriched domains, which surprises nobody. Turkey at 4,217 should. Turkey outranks the United States (3,737) and Germany (2,609), and it is not a rounding artifact. Add Belarus (1,645) and Kazakhstan (1,529) and the CIS bloc is the clear centre of gravity — a figure held down by the LinkedIn gap rather than inflated by it.

Sales Signal: Turkey is the underserved opening here. It's the second largest Metrika market we can measure, it carries no LinkedIn blind spot distorting the count, and almost nobody selling analytics or consent tooling builds a Turkish go-to-market. Filter for Turkish domains running Metrika alongside 1C-Bitrix or Tilda.

Migration patterns

We publish no switching corridors for Metrika, and the reason is worth stating because it is the same across this whole category. 89.7% of the domains that have ever run both Metrika and Google Analytics still run both, and the reading against Matomo is 77.7%. Sites add a second tracker far more readily than they replace the first, so a corridor here would be counting configuration, not decisions.

What we can report is total churn: 24,651 domains have dropped Yandex.Metrika since we began tracking it in March 2026, against 292,721 that still run it. For a free tool with no budget conversation attached, that is a low departure rate — there is rarely a reason to remove it.

Sales Signal: Do not build a list from "companies leaving Metrika". Build it from the regional stack signals below, which identify the population far more precisely than churn does.

Technology ecosystem

This section reframes everything above it. Sampling 100,000 Metrika domains, the co-installed software isn't a variation on the Western stack, it's a separate one. Tilda appears on 11.73% against Wix at 0.6%. 1C-Bitrix runs on 10.1% against Shopify at 0.39%, though Shopify holds roughly 46% of the global ecommerce market. JivoChat sits at 5.9% against Intercom, and Bitrix24 adds 3.08%.

WordPress is the single bridge between the two worlds at 24.98%, and jQuery is near-universal at 78.07%. Everything else inverts the global category ranking. Build a target account list from Western category leaders and you'll miss this population entirely.

Sales Signal: The underrepresented categories are the upsell. Consent management, A/B testing and product analytics show almost no overlap on these domains, so those needs are either unmet or served by regional tools we should be tracking. Integrations with Tilda and 1C-Bitrix buy distribution that cold outreach won't.

G2 review signals

Metrika holds 4.2 out of 5 on G2 from 37 reviews, so treat the detail as directional. Praise clusters on ease of setup and on session replay and heatmaps arriving free, capabilities Microsoft Clarity and Hotjar built whole products around. Criticism is more concentrated still: four of the five recorded cons call the interface cluttered.

Our crawl supports the first half: a free tool with session replay that installs in minutes is what a small agency-built site adopts, and 45.34% of this base runs 10 people or fewer. The second half we cannot corroborate from detections — interface friction does not leave a trace in a crawl.

Sales Signal: Interface friction on a free product is a services opening, not a rip-and-replace pitch. Nobody tears out a free tool that collects good data. Sell the layer above it: dashboards, scheduled reporting and consent workflows.

Key takeaways

1. Position: #8 in web analytics at 1.72% share, a regional default rather than a global challenger.
2. Growth phase: Maturing and steady, and the recent step is partly our own coverage expansion.
3. Core customer: A sub-50-employee firm founded in the 2010s, often built by an agency or IT shop.
4. Moat: Free session replay and heatmaps, plus tight coupling to Yandex Direct and ADFOX inside a self-contained regional stack.
5. Vulnerability: One concentrated usability complaint, and a free product's structural inability to fund a switching cost anywhere.
6. Caveat: Our LinkedIn enrichment cannot see Russian companies, so treat every distribution as the international slice.

Sales applications

Outreach angle: "You're running Yandex.Metrika alongside 1C-Bitrix, so you already have session recordings. Most teams in your segment tell us the problem is getting reports out, not collecting the data." Lead with the friction the reviews confirm, not a replacement.

Targeting strategy: On TechnologyChecker.io, filter for Metrika plus Tilda or 1C-Bitrix and restrict to Turkey and Kazakhstan. That isolates the regional stack in markets with no LinkedIn blind spot, so list quality holds. A size filter of 11 to 200 captures the segment with budget above the free-tool tier.

Competitive angle: We publish no switching numbers for this profile — 89.7% of domains that have ever run both Metrika and Google Analytics still run both, so the two coexist rather than trade. The warm segment here is defined by stack, not by churn: Metrika plus Tilda or 1C-Bitrix, in Turkey or Kazakhstan.

All figures here come from TechnologyChecker.io's own detection engine: 292,721 active Yandex.Metrika domains and 49,830 enriched company profiles, drawn from a crawl of 29.9M live domains and more than 40,000 tracked technologies.