Where enquiries come from: 11,449 visits broken down
We opened the Metrica accounts of all our sites and looked at which people and pages turn into contacts: a call, a messenger message, a form. Below are numbers, not opinions.
Five findings
AI referrals that reached a Metrica goal
Of 87 AI referrals recorded from 1 June to 29 October, 26 reached a goal (about 30%). The sample is small, especially for individual assistants.
Goal rate on delivery pages
On Drova Nevy, 24.6% of 281 visits to delivery pages reached a goal, compared with 2.1% of 4,050 visits to articles. Order payments were not measured in this comparison.
A person where the product is needed gets in touch
Visitors from Saint Petersburg converted at 17.2% on the firewood site, those from distant cities at nearly zero. Informational traffic comes from the whole country, enquiries from people inside the delivery area.
Google sends fewer people but twice as often to an enquiry
On the firewood site Google gave 750 visits at 13.3% conversion versus 6.3% for Yandex. On the export site IWH, 92% of search is Google, converting at 19.1%.
Almost all traffic is free
In five months across all ten sites there was one ad visit. The rest is search, AI assistants, direct visits and links.
Archived case records
Visits are the sum of monthly case records; October is partial. Open a case for its dates and definitions. Store results include placed orders; Aeroponics Farm counts manually received enquiries. A dash means the metric was unavailable.
| Site | Visits | Results | Main source |
|---|---|---|---|
| Дрова Невы | 6,311 | 458 | Yandex |
| IWH | 1,359 | 208 | Google and direct |
| Istanbul Way | 1,237 | 36 | Yandex |
| Вехарт | 752 | 15 | direct and Yandex |
| Я у мамы футболист | 1,084 | 9 | |
| РОСАГРОДРОН | 54 | 8 | direct |
| AEROPONICS.FARM | — | 3 | search |
| Свойномер | 19 | 2 | direct |
| НомерГид | 93 | 1 | direct |
| Кубатуров | 183 | — | direct |
Visits from AI assistants
Conversion here means a visit with a Metrica goal. For sources with just two visits, a single additional visit can shift the rate by tens of percentage points.
| Site | Assistant | Visits | Conversion |
|---|---|---|---|
| IWH | ChatGPT | 53 | 37.7% |
| IWH | Gemini | 4 | 0% |
| IWH | Perplexity, Doubao | 2 | 100% |
| Drova Nevy | Alice | 13 | 7.7% |
| Drova Nevy | ChatGPT | 6 | 33.3% |
| Istanbul Way | ChatGPT | 7 | 14.3% |
How to read the figures
- Visit
- One Metrica session. A person can start several visits.
- Visit with a contact goal
- A session that reached one or more selected contact goals. Repeat clicks in that session count once.
- Received enquiry
- A received message, call or form submission. Verification excludes duplicates, spam and tests.
- Qualified lead
- A received enquiry that meets the client’s agreed criteria.
- Deal
- A commercial outcome with a recorded CRM status, such as a paid order.
How we counted
- Period: 1 June — 29 October 2026, exported from Yandex Metrica on 29 October.
- Visits include all sources. Advertising over the period was one visit across all sites and does not affect the findings.
- A contact is a visit where a contact goal fired: a call, a messenger click, a form, an email or an order. If a person both called and wrote in one visit, that is one contact.
- Conversion by page, city and source is the share of visits with any Metrica goal. On some sites this includes auxiliary goals (calculator, download), so the slices are a guide, not accounting.
- Metrica cannot see enquiries that bypass the site: an email, a WhatsApp message to a number from a business card. The real number of enquiries is higher.
- Samples for AI assistants and foreign countries are small. We show them because the direction holds on every site, but the exact percentages will change.
Who did this
We build the sites, the texts and these breakdowns together with Claude, the AI assistant made by Anthropic: it helps design the structure, write pages for buyer queries and export the analytics. A person makes the decisions and checks the numbers. The breakdowns are written by Alexey Reinsberg.
FAQ
How many enquiries does ChatGPT traffic bring?
In the archived sample, 26 of 87 AI referrals reached a Metrica goal, which can be a click. The number of received enquiries for this sample is unknown.
What brings more enquiries — articles or commercial pages?
Articles build reach; commercial pages bring enquiries. On the firewood site, articles gathered 62% of traffic at 2.1% conversion, while delivery pages for specific towns converted at 24.6%.
Why have pages for towns on a site?
A person located where you deliver gets in touch many times more often. Visitors from Saint Petersburg converted at 17.2% on the firewood site, those from distant cities at nearly zero.
Can you get enquiries without advertising?
The five-month archive records 11,449 visits, including one advertising visit.
Yandex Metrica data for 1 June — 29 October 2026. Conversion is the share of visits in which at least one goal fired: a call, a messenger click, a form or an email.
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