---
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    content: Diplodoc Platform v5.70.0
alternate:
  - https://yandex.com/support/adfox/en/targeting/socdem.md
  - https://yandex.com/support/adfox/ru/targeting/socdem.md
  - href: https://yandex.com/support/adfox/en/targeting/socdem.md
    type: text/markdown
    title: Markdown version
  - href: https://yandex.com/support/adfox/en/llms.txt?revision=r22098884
    rel: describedby
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/adfox/en/llms.txt?revision=r22098884

# By demographics

Targeting by demographics is based on [audience data on gender, age, and income level collected with Crypta technology](https://yandex.com/support/direct/en/technologies-and-services/crypta).

To enable targeting, contact your manager or [support](https://yandex.com/support/adfox/en/support/feedback.md).

Targeting by demographics is only available for commercial ad campaigns and is not available for [measuring campaigns](https://yandex.com/support/adfox/en/campaigns/measuring.md).

## Set up targeting {#settings}

Targeting is disabled by default for all campaigns, which means that the campaign will be shown to users with any gender, age, and income characteristics. You can set one or more characteristics (for example, to target by both gender and age).

To set up demographic targeting:

1. Go to **Targeting** → **Add a targeting condition** and select **By revenue**, **By sex**, or **By age**.
1. <!-- source: en/_includes/targeting/add-condition.md -->
   After making changes, click **Apply** and save the targeting criteria.
   <!-- endsource: en/_includes/targeting/add-condition.md -->

Once this targeting is enabled, a separate report on targeted impressions will be generated.

{% note info %}

Statistics in the report are only collected during the period when targeting is enabled.

{% endnote %}

## Targeting by income level {#income-level}

Select the income levels of users you want to serve ads to:

- Low
- Average
- Above average
- High
- Premium
- Unknown

### When targeting settings use legacy income levels {#old-income-level}

{% note warning %}

On October 2, 2026, Adfox will introduce new income levels. This update won't affect the reach of active campaigns.

Active campaigns using income-based targeting are updated automatically. During the transition period, reports will show the old and new scales on separate rows without duplicate data.

{% endnote %}

| **Income level before update**    | **Income levels after update** |
| --------------------------------- | ------------------------------ |
| Below average | Low        |
| Average       | Average and Above average |
| Above average | High and Premium |

For example, if your campaign targeted the **Average** income level, it now targets **Average** and **Above average**. This covers the same audience broken down into two income levels. You don't need to adjust campaign settings: removing either income level will reduce your reach.

{% note info %}

The **Unknown** value isn't selected by default. You need to select it manually if you want to serve ads to users whose income is [unknown](#unknown).

{% endnote %}

### Income levels in reports {#income-reports}

For every ad request, response, or impression, Adfox records a single income level. This ensures a single event isn't logged under the legacy and new income levels at the same time.

The report rows may vary based on your selected period:

| **Report period**              | **Income levels in the report**       |
| ------------------------------ | ------------------------------------- |
| Before October 2, 2026         | Legacy income levels (broad)          |
| Starting October 2, 2026       | New income levels (detailed)          |
| Includes October 2, 2026       | Legacy and new income levels on separate rows |

For example, if a campaign was set up with the **Average** and **Above average** income levels before the update, its data will remain under **Average and above average (formerly “Average”)** and **High and premium (formerly “Above average”)**.

Data logged under the new scale will appear in separate rows for each respective income level: **Average**, **Above average**, **High**, and **Premium**.

Below are sample reports for a campaign that was set up to target the legacy **Average** and **Above average** income levels. Total metrics remain the same across all three samples, and only income breakdowns vary.

{% cut "Example 1. Before October 2, 2026" %}

All data was logged under the legacy scale, so the report shows only legacy income levels:

| **Income** | **Ad requests** | **Banner ad responses** | **Impressions** |
| --------- | ---------------- | --------------------- | ---------- |
| Below average | 12,000 | 10,500 | 10,000 |
| Average       | 72,000 | 63,000 | 60,000 |
| Above average | 30,000 | 26,250 | 25,000 |
| Unknown       | 6000   | 5250   | 5000   |
| **Total**:                        | **120,000** | **105,000** | **100,000** |

{% endcut %}

{% cut "Example 2. Includes October 2, 2026" %}

Some data was logged under the legacy scale and some under the new one, so both scales appear in the report at the same time. Legacy income levels appear in broader rows with special notes, while new income levels are shown as individual rows:

| **Income** | **Ad requests** | **Banner ad responses** | **Impressions** |
| --------- | ---------------- | --------------------- | ---------- |
| Low | 12,000 | 10,500 | 10,000 |
| Average and above average (formerly “Average”) | 36,000 | 31,500 | 30,000 |
| Average | 21,000 | 18,375 | 17,500 |
| Above average | 15,000 | 13,125 | 12,500 |
| High and premium (formerly “Above average”) | 15,000 | 13,125 | 12,500 |
| High | 12,000 | 10,500 | 10,000 |
| Premium | 3000 | 2625 | 2500 |
| Unknown | 6000 | 5250 | 5000 |
| **Total**: | **120,000** | **105,000** | **100,000** |

To get total statistics for the legacy **Average** income level, sum the metrics across three rows: **Average and above average**, **Average**, and **Above average**. In the example above, it's 36,000 + 21,000 + 15,000 = 72,000 ad requests, which is the same number as in Example 1.

{% endcut %}

{% cut "Example 3. Starting October 2, 2026" %}

All data was logged under the new scale, so the report shows only the new income levels:

| **Income** | **Ad requests** | **Banner ad responses** | **Impressions** |
| --------- | ---------------- | --------------------- | ---------- |
| Low | 12,000 | 10,500 | 10,000 |
| Average | 42,000 | 36,750 | 35,000 |
| Above average | 30,000 | 26,250 | 25,000 |
| High | 24,000 | 21,000 | 20,000 |
| Premium | 6000 | 5250 | 5000 |
| Unknown | 6000 | 5250 | 5000 |
| **Total**: | **120,000** | **105,000** | **100,000** |

The legacy **Average** income level from Example 1 is now split into **Average** and **Above average** (42,000 + 30,000 = 72,000 ad requests), while **Above average** is split into **High** and **Premium** (24,000 + 6000 = 30,000 ad requests).

{% endcut %}

{% note info %}

Historical data isn't recalculated, so both scales may continue to appear even after some time. To view only the new income levels, select a period that starts on or after October 2, 2026.

{% endnote %}

## Targeting when gender, age, or income is unknown {#unknown}

You can use the **Unknown** value for gender, age, and income targeting. It applies whenever Crypta can't identify the respective user attribute.

By default, the **Unknown** value isn't selected. Select it manually to show ads to users whose attributes are unknown.


## Access to reports for advertisers {access-to-reports}

The account administrator can manage access to reports on the **Users** → **Participants** → **Advertisers** → ![](../_images/available-reports.svg) **Available reports** tab.

1. For ad campaigns:

    - Impressions and banner ad responses by gender.
    
    - Impressions and banner ad responses by age.
    
    - Impressions and banner ad responses by income.
    
1. Reports: impressions and banner ad responses using targeting by demographics.

By default, access to these reports is disabled for all advertisers in your account. So, if you need to share the report with a specific advertiser, [grant them access](https://yandex.com/support/adfox/en/settings/users/advertiser.md#access_to_reports).

With access to the report granted, advertisers can see statistics for all ad campaigns for which such targeting was enabled. There will be no such statistics for other campaigns.

When targeting is enabled for only one flight within a multi-flight campaign (NEW), the report will appear for that flight only, and the campaign report will include data for that flight alone.


<!-- source: en/_includes/feedback.md -->
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