Segmenting the target audience using Yandex.Metrica
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To analyze user behavior, you can use the italy business mailing list functionality of Yandex.Metrica. To get started, you need to create a counter and install it on the site. The service will register information about the activities of all visitors to the online platform. Through Yandex.Metrica, you can form and analyze up to 500 different segments according to the necessary criteria, which can be used to launch advertising through the Direct platform.
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Steps to view statistics for a specific segment
Step 1. Open the appropriate report in Yandex.Metrica that matches your goals and objectives. For example, if you are interested in information about the channels through which users of specific target audience segments most often access the site, open the “Sources, summary” report. A detailed description of the reports and their use for different purposes is in the video guide.
Step 2. Understand the criteria of a separate segment. You can configure the characteristics of the target audience in the tab above the report “Visits in which” and “For people who”.
For example, you need to determine where ladies aged 25 to 34 who use mobile devices most often visit from. Click on the plus, select "Technology" - "Device" - "Smartphone", check the box and click "Apply".
Then click on the second plus, then "Characteristics" - "Gender" - "Female". Check the box and click "Apply". To increase the age, simply click on the add button "+" a second time. After that, select "Characteristics" - "Age - "25-34 years". Click "Apply".
Step 3. Analyze the metrics for this segment. A summary of the group of people who match the selected characteristics will be displayed.
Step 4. Save this segment. Click "Segment" - "Save". The group parameters will now be available in the "Saved segments" section of the same menu. This way, you can use this group to create other reports or launch advertising in Yandex.Direct.
You also have the ability to compare the metrics of different segments. To do this, go to the top menu and click on "Compare segments", selecting the group with which you want to compare people with current characteristics.
What information can be obtained about different segments?
The "Reporting" section in Metrica provides the ability to analyze data on user groups. For example, we need to analyze the target audience by gender, age, interests, and types of devices through which users access the site:
Step #1 : Select a report with the desired criteria. Go to Reporting — Target Audience — Gender. Scroll down to see the data in a structured form.
What information can be obtained about different segments?
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Step #2 . Set the remaining criteria. Click on “Groupings” — a window with the target audience parameters will appear. Select the necessary criteria, check the boxes and click “Apply”.
Step #3 : Determine your preferred display method. By default, you will see the report divided into individual segments.
To set up a hierarchy for each aspect, change the sign next to the Grouping button. This will allow you to compare metrics across different segments and identify the most promising ones. The analysis will help you assess which group to focus on and identify strategies to improve advertising performance for other types of clients.
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Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
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