Retargeting & Audiences

The Retargeting & Audiences option allows you to serve your ads exclusively to users who are interested in your products or services. For example, you can serve them to people who visited your site already or put something in their shopping cart. Yandex.Metrica and Yandex.Audience can help you select a user group.

Ads based on retargeting lists will only be served on the Yandex Advertising Network and ad exchanges.


Ads that concern sensitive topics (such as medicine, dating, romantic gifts and surprises) will not be served based on retargeting lists.

Retargeting lists are a combination of goals and segments from Yandex.Metrica and Yandex.Audience that you can use to define your target audience. To create retargeting lists, you can use preset segments or set up Yandex.Metrica and Yandex.Audience.
Preset segments

You can use preset segments even if you don't have any segments saved in Yandex.Metrica. By using preset segments on your website, you can target users you are interested in (for example, new visitors or mobile visitors). Select a preset segment in Yandex.Direct, and this segment will be created for your Yandex.Metrica tag. You can open the list of preset segments for a tag if you have editing rights for it.

List of preset segments
  • New users: Users that visited the website for the first time in the past 90 days.
  • Returning users: Users that visited the website more than once in the past 90 days.
  • Search traffic: Users that landed on the website from Yandex search results or other search engines.
  • Ad traffic: Users that landed on the website after clicking an ad.
  • Link traffic: Users that landed on the website by following links from other websites.
  • Bounces: Users that opened only one page of the website, spent less than 15 seconds on it, and were not converted.
  • Non-bounces: Users that viewed the website for more than 15 seconds or viewed more than one page, or were converted.
  • Traffic from mobile devices: Users that viewed the page from a smartphone or tablet.
  • Traffic from desktop devices: Users that visited the website from a desktop or laptop.
Custom goals and Yandex.Metrica segments.

Enter goals or segments in Yandex.Metrica. Goals relate to the behavior of a specific user on your site. For example, a goal might be for a user to add a discounted product to their shopping cart or start a new order. Segments describe characteristics of a user during a specific session. For example, they describe how the user got to the site (from a social network, from Yandex search), what device they used to view the site (a mobile phone, desktop), and their gender and age.

How to set a goal for pageviews of pages with discounts

You can create a segment for traffic from social networks

More about Yandex.Metrica.

Yandex.Audience segments

Generate the segment you need in Yandex.Audience. For example, you can select:

  • Customers whose data is in your CRM.
  • Users of your mobile app.
  • People who regularly visit your selected locations or are there right now.
  • Users similar to your customers based on their online behavior.
More about Yandex.Audience.

How to create a retargeting list

You can add a retargeting list on the ad group creation or editing page (Target audience tab, Bid adjustments section). Select an existing retargeting list or create a new one.

To create a new retargeting list, in the left menu select Library → Retargeting & Audiences. In the window that opens, click Add retargeting list.

A retargeting list can consist of one or more rule sets (but no more than 50) joined by “AND”. Within one set, you can use Yandex.Audience segments, Yandex.Metrica goals, and Yandex.Metrica segments (both preset and custom). You can add a maximum of 250 rules in total. Keep in mind that the more criteria there are in your retargeting list, the narrower your audience coverage.

You can also request access to existing Yandex.Metrica goals or segments that are linked to another Yandex.Metrica tag and then use them to set up a retargeting list for your campaign. To do this, open the Retargeting & Audiences page and click Get access to Yandex.Metrica goals.

The system lets you choose various criteria for rule fulfillment — All fulfilled, At least one fulfilled or None fulfilled.

Attention. Criteria under which all rule sets are negative (the None fulfilled option), can only be used for bid adjustments. You must have at least one rule set with the All fulfilled or At least one fulfilled criteria to apply a targeting condition.

For each Yandex.Metrica goal, set a period between 1 and 540 days. Ads will be served over that period to an audience that fulfills the criteria you specified. Yandex.Metrica segments are automatically updated on a regular basis, so they contain current user data.

You can view all the retargeting lists you created on the Retargeting & Audiences page. You can add a retargeting list to any ad group in one or more campaigns.


You can create up to 2,000 retargeting lists per account. You can add up to 50 retargeting lists to an ad group.

You can also edit a retargeting list that you created previously. To do this, on the Retargeting & Audiences page, click the retargeting list, and enter your changes. You can also create a new retargeting list that keeps the changes you made by clicking Save as new.

Tips for setting up lists

You can set a specific time interval during which a goal should be met.

Example of setting a time period

Let's say you want to set a period of between 7 and 14 days ago. You need to create two sets of rules to do this. In the first set, add a goal with a period of 14 days and the At least one fulfilled criteria. For the second set, add a period of 7 days and the None fulfilled criteria.

If you combine several goals in Yandex.Metrica, only users who complete all these goals in one session will end up in the sample.

Example of Yandex.Metrica goal combination

For example, if a segment was created in Yandex.Metrica with the two completed goals “Visit a promotional page” and “Order a discounted item”, the selection will include only users who have both visited a promo offer page and ordered a discounted item in the same session.

To include those visitors who have fulfilled both criteria regardless of the time period, create the following two separate criteria in Yandex.Metrica: “Visit a promotional page” and “Order a discounted item”. Then combine them on Yandex.Direct.

You can't create goals based on negative criteria in Yandex.Metrica. Instead, create a goal with a positive criteria and add a negative on Yandex.Direct.

Example of negative criteria
For example, you can't create a goal like “Item not purchased”. Instead, create a goal with the positive criteria “Purchase made” and then add a negative state to it: “Purchase made”None fulfilled.
Note. This sort of criteria can only be used for bid adjustments.

By combining Yandex.Audience segments with Yandex.Metrica goals and segments, you can create sophisticated criteria for retargeting lists.

Example of Yandex.Audience segments and Yandex.Metrica goals

For example, you can serve ads for discounts to regular customers who have not made a purchase on your site in the last 30 days. To do this, create a segment of existing customers based on data from your CRM. Enter the segment and the corresponding Yandex.Metrica goal in the target audience section.

Setting bids

Retargeting lists allow you to find users that are your potential customers (for example, people who have already been on your site). By increasing your bids for ads based on retargeting lists, you can reach more users interested in your product or service and serve them more relevant ads. You can set a bid for each retargeting list if you are using a manual bid management strategy.

You can also use bid adjustments to raise or lower your bid when your ads are served. For example, you might want to target users who are interested in expensive goods or services. It is generally a good idea to set a higher bid for such ad groups to attract more traffic.

More information about bid adjustments.


Sometimes one user satisfies the impression criteria for several different ads. In that case, the user will probably be served the ad with the higher bid (in other words, the advertiser that considers that user's group most valuable will win the auction).