Segments in Yandex.Direct

Yandex.Audience segments become available in Yandex.Direct immediately after their status changes to “Finished”.

Retargeting lists that use Yandex.Audience

You can set impression criteria for ad networks on the ad editing or ad creation page in the Yandex.Direct web interface. In the Target audience section, click Add retargeting list. You can use existing retargeting lists or create a new one. For example:

One retargeting list can consist of several sets, which include Yandex.Audience segments and Yandex.Metrica goals or segments. For example, if you want to select from a Yandex.Audience segment the users that visited your site in the last 30 days, but did not make a purchase, then create a retargeting list from these two sets:

You can read more about retargeting lists in the Help for Yandex.Direct.

Bid adjustments

Bid adjustments allow you to increase or decrease the cost per click for Yandex.Direct ads for a specific audience, such as one that corresponds to a Yandex.Audience segment. This setting can be adjusted under Bid adjustments in the Yandex.Direct web interface on the ad editing page or ad campaign settings page.

For more information about bid adjustments, see the Help for Yandex.Direct.


Statistics for impressions and clicks for ads using retargeting lists are available in the Report Wizard. On the My campaigns page, click Statistics for all campaigns and click the Report Wizard tab. Set the time period, and in Cross sections choose Impression criteria. Add the filter Type of impression criteria → target audience.

For more information about the Report Wizard, see the Help for Yandex.Direct.