Segment statistics

You can view statistics for any segment with the status “Finished”. To view statistics, click in the segment row.

Statistics include and the distribution of users, whose cookies are included in the segment according to gender, age, geographic location and device type. You can also see the similarity of users in the segment, statistics on Yandex.Metrica sites and goals, and user interests and categories.

User similarity

User similarity shows how similar users in a segment are to one another in terms of behavior on the internet. These are things like sites visited, categories of search queries and the socio-demographic profile of users (gender, age, city of residence among other factors). The higher the similarity, the more homogenous users are in their behavior on the internet, and the better such a segment is for creating a . If similarity is low, then that means dissimilar users have ended up in the segment (users who are both young and old, with low and high incomes, from different cities etc.). You won't be able to distinguish common factors with such a segment, and a similar users segment based on it will also not be homogenous.

Site statistics and Yandex.Metrica goals

Site statistics allow you to know the percentage of users in a segment that were on your site or those that lead to Yandex.Metrica conversions. You can configure them at any time in the General tab after creating a segment.

Specify a counter and a maximum of three Yandex.Metrica goals. You can use counters and goals that belong to you, or those to which you have or . Collecting statistics will take several hours.

When the process of collecting statistics has finished, you will see the percentage of users in a segment that were on the specified site. If when configuring statistics you set goals, you will see the percentage of users in a segment that lead to goal conversions. Hover your mouse cursor over the circle next to the goal name to see the level of similarity between users on the internet that lead to this conversion and users in the segment. Statistics are available for the last 90 days.

For example, you receive the following site information:

The statistics show that some users had already been to your site and viewed your product catalog, but did not make a purchase. In addition, the users are similar to those who already made a purchase on the site. It is likely that users in the segment will be interested in purchasing items. You can serve ads for special offers and discounts to such users.

To change the source site or goals, click .

User interests and categories

In the Interests and categories tab you can see what users in a segment are interested in on the internet, and to which category they can be attributed to. An affinity index is calculated for each subject and category. The affinity index shows if users in your segment are interested in a particular subject or if the density of a certain category of users in your segment is higher or lower in comparison with users on the internet on average.

For example, you receive the following segment information:

The index value of 100% shows that user interest in “Cooking” does not differ from the average interest on the internet. The index value of 200% for Auto means that users in the segment are twice as likely to be interested in cars than regular users on the internet. Values of 140% and 50% for categories show that in the segment there are 1.4 times more car owners and half as many homemakers than the average on the internet.