Yandex

Overview

Yandex is Russia's dominant search engine and web services conglomerate, operating one of the most widely used analytics and advertising platforms in Russian-speaking markets. Its two primary web tools are Yandex.Metrica — a full-featured analytics suite comparable to Google Analytics but with session recording and heatmap capabilities built in — and the Yandex Advertising Network (YAN) pixel for retargeting across Yandex properties including search, news, and Maps. Both products can appear on non-Russian websites seeking to reach Eastern European audiences.

What This Script Does

Yandex.Metrica Analytics

• Tracks page views, unique visitors, sessions, bounce rate, and time on site via the Metrica counter
• Records full session replays capturing mouse movements, clicks, scrolls, and keyboard interactions (including form field inputs unless masked)
• Generates click heatmaps, scroll maps, and link click maps for UX analysis
• Tracks e-commerce events (product views, add-to-cart, purchases) if e-commerce tracking is configured
• Fires form interaction events (field focus, abandonment, completion)
• Script file: mc.yandex.ru/metrika/tag.js or mc.yandex.com/metrika/tag.js

Cookies Set by Yandex.Metrica

• _ym_uid — persistent unique visitor identifier, first-party, 1 year; used to recognize returning visitors
• _ym_d — first visit date, first-party, 1 year
• _ym_isad — ad blocker detection flag, session
• _ym_visorc — session recording status flag, session
• yandexuid — Yandex-wide cross-site identifier, third-party (.yandex.ru), 1 year; links Metrica data to Yandex's broader profile

Yandex Advertising Network (Retargeting Pixel)

• Sets cross-site cookies via yandex.ru and yandex.com domains to build retargeting audiences
• Links site visitor activity to Yandex's advertising profile for targeting ads on Yandex Search, Zen, and partner sites
• Participates in real-time bidding (RTB) auctions using audience segments built from site visits

Data Transmission

• All analytics and behavioral data is transmitted to Yandex servers hosted in Russia (and increasingly the Netherlands post-restructuring)
• IP addresses, user agents, referrers, and full interaction replays are transmitted
• International data transfer considerations apply under GDPR Chapter V — Yandex is a Russian entity and data may be accessible to Russian authorities

Consent & Compliance

Consent category: Analytics / Marketing

Yandex.Metrica and YAN require explicit prior consent under GDPR and the ePrivacy Directive. Key considerations:

• Session recordings capture detailed behavioral data that may include personal information, requiring consent under GDPR Article 6(1)(a)
• Persistent identifiers (_ym_uid, yandexuid) require ePrivacy consent
• Cross-site advertising cookies (YAN) require consent for IAB TCF Purposes 1, 3, 4, and 7
• Data transfers to Russia lack an EU adequacy decision; no EU-US DPF equivalent applies. Transfer must rely on SCCs with a careful transfer impact assessment given Russian data localization laws
• The Dutch DPA (AP) and other EU supervisory authorities have scrutinized Russian-hosted analytics tools post-2022

Should You Block This Without Consent?

Yes. Yandex scripts perform extensive behavioral tracking including session recordings, persistent cross-site identification, and advertising retargeting. Data is transferred to servers in Russia, raising serious GDPR Chapter V compliance concerns that go beyond standard analytics tools.