With Yandex.Metrica, you can find out what other interests your audience has. Thanks to this service, you don’t need to calculate the index yourself. The reports have a parameter that combines all interest categories, and Yandex.Metrica will calculate the affinity index for each value separately. You need to go to the Reports section, specify “Audience” in it, and from there go to “Long-term interests”.
The resulting percentages can be interpreted as follows:
a score above 100% indicates that the selected interest is very popular among your visitors;
a rate below 100% means that the chosen topic interests your target audience to the same extent as other users.
However, a high ranking teacher database does not always mean relevant interest. It may be that the topic of your blog or site does not intersect with it at all, so you need to look at everything that the metric offers.
Interests in the corresponding tab will be divided into categories into three levels. Interests from the first level category, which have a high affinity index, will not always be clearly suitable, since the subcategories are diverse, and not all may be of interest to your users.
Affinity index in Yandex.Metrica
For example, finance is a high-ranking category, but when you drill down into the details, you may find that users are interested in bank deposits, mortgages, and loan refinancing, while other subcategories that are more relevant to you are not as relevant to them.
In addition to specific interests, those who did not get into any of the existing groups will get to the first level.
Let's look at an example of possible use of the affinity index in Yandex.Direct for greater clarity:
client – financial institution;
target audience – people who are inclined to take out loans and credit cards;
platform – YAN (Yandex Advertising Network).
The following related interests were selected for targeting:
Internet banking;
bank deposits;
business loans;
mortgage;
loan refinancing;
modern payment technologies.
Landing pages and advertisements were analyzed from already running advertising campaigns with common texts.
Affinity index is useful not only for advertising campaigns. Based on this indicator, you can add additional audiences for further data collection or exclude them completely, create segments for introducing bid adjustments. If you are not very sure about some audience, it is worth looking at its statistics in already launched campaigns first.
The Report Wizard allows you to see analytics for each change you make or the current audienc