User profile

  1. Estimate reach

A user profile consists of the cumulative characteristics of your target audience. You can use the profile to combine different criteria, such as user interests, income level, family status, and visits to specified locations. By serving ads based on characteristics, you can avoid spending your ad budget on non-targeted impressions.

Crypta technology lets you precisely target your audience. It analyzes users' online behavior and places them in groups. To do this, Crypta technology tracks the behavior of typical representatives of that group. For example, it looks at what words they use in search queries, what sites they visit, and what time of day they go online.

During the ad selection process, characteristics entered in the profile are combined (using the “AND” operator). The more characteristics you add to a profile, the lower your audience coverage.

Demographic profiles

Enter the gender, age, and income of users you want to serve your ads to. For example, you can serve your ad for a new housing complex to users 25 and older with an above-average income. Keep in mind that targeting narrow groups of users will lessen your campaign's reach.

Demographic profiles of users are constructed based on their behavior on the internet. For example, you can determine a user's gender and age if the user entered them in Yandex.Passport or if their behavior is similar to that of users of a particular age or gender.

If you have a running website, we recommend that you focus on data from reports on gender and age in Yandex.Metrica.

Marital status, children, profession

Select the marital status, number of children, and profession of the users you want to see your ads. You can serve your ads for new construction projects, for example, to families expecting a baby.

Data about one's marital status and profession is based on their behavior on the internet. For example, if a user searches for infant formula and orders taxis with car seats, you can assume that they have a small child. A user's profession is determined based on what professional sites they visit, like resources about advertising or programming.

Behavioral indicators
Behavioral indicators reflect users' characteristics and preferences. You can specify how often they watch TV or use the internet, which companies they visit, what devices they use, and what kind of car they drive. For example, ads for a new model of TV can be served to users who watch TV a lot or who have a Smart TV. Within one category, behavioral features can be combined using “OR”, or “AND” can be used to combine different categories.
Note. Be careful not to confuse behavioral indicators with interests. For example, a user whose interests include Autos searches for information about cars or reads feature articles, whereas a user with the Motorists indicator has a car.

Indicators are determined by user behavior on the internet. For example, we assume that a user drives a car if they have created driving routes in Yandex.Maps or have Yandex.Navigator installed on their device. Visits to businesses are detected from the user geolocation data.


Indicate what interests the users that you want to see your ads have. Interests are determined based on visited sites and the topics of search queries. You can join up to 3 interest sets using the “AND” operator in your profile. You can join up to 10 interests using the “OR” operator in the same set.

For example, let's say your daycare ads target moms who want to return to work and need someone to watch their kids. If you select both data types in the same set, your ads will either be served to people who are looking for work, or people who are looking for childcare. To serve your ads to people who are looking for work and childcare simultaneously, enter two interest sets. In the first set, select “Babysitters” as your interest, and in the second set select “Job search”.

For each set, you must enter the type of interests: long-term (if they have demonstrated continuous interest), short-term (if they have been interested in it for a few days), or both. Short-term interests are updated in real time, whereas long-term ones are updated once daily.

You can connect with users with different interests using different ads and set different CPMs for each of them. For example, some users may be consistently interested in traveling, whereas others only started searching for their vacation destination a few days ago. You can let avid travelers know that you're selling plane tickets to less frequented locations and tell people who are ready to buy tickets now about a sale that's underway. Create two campaigns and target users with different data types.

Keep in mind that general interests are broader than the combined nested interests in that grouping. For example, “Music” includes people who are interested in musical instruments and concerts as well as people who use online services to listen to music.

Yandex.Metrica and Yandex.Audience data

You can segment the audience in detail by selecting users based on your key parameters. For example, you can target ads at people who put something in their shopping cart on your site, customers from your CRM, visitors of the locations you have set, or people who've already seen your display ad. To describe your target group of users, configure goals and segments in 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.

You can join one or more rules using the “AND” operator (but not more than 50). A set of rules can include Yandex.Metrica goals/segments, Yandex.Audience segments, or a combination of the two (maximum of 250). Keep in mind that the more rules you set, the lower your audience coverage.

The system lets you choose various criteria for rule fulfillment — All fulfilled, At least one fulfilled or None fulfilled. Criteria containing only the None fulfilled rule sets cannot be used for targeting, but can be used for bid adjustments.

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.

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.

Yandex.Metrica and Yandex.Audience data will factor into the ad-selection process along with the rest of the user profile characteristics (using the “AND” operator).


Targeting by genre is only available for audio ads.

Specify music genres: audio ads will be played after users listen to songs in the selected genres. For instance, you can target ads at people who enjoy listening to rock, pop, or electronic music. For each genre, you can create separate creatives tailored to match the mood and tap into the user's emotions to maximize your ad performance.

Estimate reach

At the audience selection step, you will see the estimated reach. This will help you evaluate the weekly number of users that could potentially see ads from a particular group. The estimate shows two values:
  • On the right — the total number of users. The number depends on the display regions you selected in the campaign settings, list of prohibited sites, and ad inventory adjustments.
  • On the left, you'll see the number of users that could potentially see banners from the group. User profile settings, uploaded banner settings, display regions set for the ad group, and ad inventory adjustments are taken into account.

The values are also affected by disabling impressions for specific users through bid adjustments (minus 100%) set for a campaign or group. Weather bid adjustments are ignored.

Any changes you make to the campaign or ad settings immediately affects estimated data so you can evaluate your potential audience reach.

The estimation might not be available if you used the following when setting up your profile:
  • A Yandex.Audience segment based on location data (learn more in Yandex.Audience Help).
  • A Yandex.Audience segment that was created less than 6 hours ago or more than two weeks ago and was not used in Yandex.Direct.
  • Bid adjustments for weather.