Segment statistics

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

Statistics show the segment coverage and the distribution of users in it by gender, age, location and types of devices used. Also, you can see similarities between users in the segment, their common categories and interests, and statistics for sites and Yandex Metrica goals.

User similarity

Similarity shows how similar users in the same segment are in terms of online behavior. Similarity is based on the visited sites, search query categories, and social and demographic profile (gender, age, city of residence and other characteristics). The higher the similarity, the more uniform behavior the segment users have. This type of segment works well for the similar users search. Low similarity means that the segment includes heterogeneous users (young and old, with low and high income, from different cities, and so on). It is hard to find common features in a segment like this, so the users found will also be different.

Site statistics and Yandex.Metrica goals

Use site statistics to learn the percentage of users in the segment who visited the site or reached the Yandex Metrica goals. You can configure statistics in the Main tab any time after the segment is created.

Specify the tag and up to three Yandex Metrica goals. You can use your own tags and Yandex.Metrica goals or tags and goals to which you have guest editing access or representative's access. It takes several hours to collect the statistics.

When the statistics are collected, you can view the percentage of users in the segment who visited the specified site. If you set goals when configuring statistics, you can also see the share of users in the segment who reached each of these goals. Point the cursor at the circle next to the goal name to view the similarity of users in the segment and the similarity of the internet users who reached this goal. The statistics reflect the past 90 days.

For example, you received the following site data:

Statistics show that some users in the segment visited your site and viewed the catalog but didn't buy anything. Also, they are similar to those who bought products on the site. There is a high probability that users in this segment will be interested in buying something. These people can be shown ads about special offers and discounts.

To change the source site or goals, click .

Interests and user categories

In the Interests and categories tab, you can view what internet users are interested in, and what category they might belong to. The affinity index is calculated for each topic and category. This indicates how strongly the topic interests users from a certain category compared to internet users on average.

For example, you received the following segment data:

The 100% index value indicates that the users are interested in “Cooking” to the same extent as average internet users are. The 200% index value for car owners indicates that the users in the segment are interested in this topic twice as much as average internet users. The 140% and 50% index values for the categories indicate that there are 1.4 times more car owners and half as many housewives in the segment than on the internet on average.

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