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 July 2026 crawl we see it on 288,084 active domains, of which 48,223 matched a company profile in our enrichment layer. That 16.5% 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 detection history lines up almost exactly: 11 active domains in mid-2009, 836 by mid-2010, then a long climb to 189,761 active domains by July 2024. There's no hockey stick anywhere in that curve, just a default tool spreading through a regional web one agency build at a time.

The right side of the chart needs a caveat. The gap between July 2025 and June 2026 is where we retired a third-party feed and moved to our own crawler, and our total coverage then grew 18% between June and July 2026, from 321.0M to 378.5M detections corpus-wide. Metrika's own jump across those months was 41%. Part of that is real, and a good share is our measurement catching up.

"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 own crawler.

Customer profile

Of the 48,223 companies we enriched, 45.3% have 10 or fewer employees and another 29.8% have 11 to 50, putting three quarters of the base under 50 people. On age, 45.2% were founded in the 2010s and 22.9% in the 2000s. These are digital-era small firms, not legacy enterprises that inherited a tracker.

The enterprise tail is thin but real: 0.5% report 10,001+ staff. MTS Group, Megafon, X5 Group, 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 6.95%, with Technology, Information and Internet at 4.17% and Advertising Services at 4.1%. 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 at 26.88%, which surprises nobody. Turkey at 10.26% should. Turkey outranks the United States (9.1%) and Germany (6.05%), and it isn't a rounding artifact: 4,049 Turkish companies against 3,593 American ones. With Belarus, Kazakhstan, Uzbekistan, Ukraine and Armenia, the CIS bloc reaches 38.9%, a figure held down by the LinkedIn gap.

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 began watching this technology in March 2026 and have recorded 12,138 domains dropping Metrika since. That window is shallow but current, and I'd rather report it honestly than stretch it. The largest inbound number, 6,017 domains from Cloudflare Browser Insights against 1,064 leaving for it, carries a caveat: Browser Insights is a toggle inside a Cloudflare dashboard, so it reflects CDN configuration more than a buying decision.

The corridor reflecting a genuine choice is Google Analytics, where Metrika runs net negative at 1,988 gained against 2,866 lost. Matomo Analytics runs the other way, 296 gained to 45 lost, and Liveinternet is near balanced. For how analytics migrations play out more broadly in our data, see our GA4 migration analysis.

"Metrika loses to Google Analytics and gains from Matomo. That's the signature of a tool people keep for its features and leave for reasons that have nothing to do with the product." - David Thomson, CTO at TechnologyChecker.io

Sales Signal: There's a two-sided play. The 2,866 domains that left for Google Analytics are in a buying cycle right now. The 6,017 arriving from Browser Insights discovered that CDN metrics weren't enough, which makes them candidates for real funnel reporting.

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 11.63% against Wix at 0.6%. 1C-Bitrix runs on 10.02% against Shopify at 0.39%, though Shopify holds roughly 46% of the global ecommerce market. JivoChat sits at 5.43% against Intercom at 0.22%, and ADFOX, Yandex's own ad server, leads advertising at 5.31%.

WordPress is the single bridge between the two worlds at 25.09%. 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 45.3% of this base runs 10 people or fewer. The second half shows in the churn, where usability complaints sit alongside a net loss of 878 domains to Google Analytics.

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: #7 of 50 web analytics tools at 1.81% 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: A net negative exchange with Google Analytics and one concentrated usability complaint.
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: The 2,866 domains that moved from Metrika to Google Analytics have already proven they'll change analytics vendors. They're the warmest segment in this dataset.

All figures here come from TechnologyChecker.io's own detection engine: 288,084 active Yandex.Metrika domains and 48,223 enriched company profiles, drawn from a crawl of 29.9M active domains and more than 40,000 tracked technologies.