Automated Targeting

Automated Targeting is a tool for simplifying campaign targeting and achieving efficient outcomes. By enabling Automated Targeting, you allow Twitter the flexibility to systematically find & reach the people who are most likely to deliver results. 


How it works

Automated Targeting uses an engagement-based model that leverages unique on-platform signals to find and reach the people on Twitter who are most likely to perform your optimized conversion action. In other words, this model looks at a person’s previous on-platform behavior and the types of content that they’ve previously interacted with to determine if they are likely to take action on a given ad.

Automated Targeting is specifically optimized to drive performance outcomes and will extend beyond certain targeting selections when there’s potential to achieve better performance.

As your campaign runs, Automated Targeting’s machine-learning model continues to adapt & optimize - allowing for sustained, cost-efficient performance without the need to consistently be tweaking or tuning your targeting settings.


Using Automated Targeting

Within supported objective types, Automated Targeting can be found within the “Additional options” drop-down menu of the campaign form. Follow these simple steps to enable this feature:

  1. Navigate to the targeting section of the campaign form.
  2. Input your targeting criteria. (if necessary)
    • In order for Automated Targeting to be most effective, it is recommended that advertisers use broad or no targeting.
    • By enabling Automated Targeting, you’re allowing Twitter to reach people beyond your targeted audience when there's potential to achieve better performance.
  3. Scroll to the bottom of the section and click to open the “Additional options” drop-down menu.
  4. Check the box next to “Enable automated targeting (optional)”.
  5. Finish campaign setup & launch!

Audience size estimate not changing after enabling Automated Targeting? Find out why in our FAQ below.



Automated Targeting helps advertisers in the following ways: 

  • Scale - reach a larger audience by extending targeting to include people likely to take action
  • Audience discovery - reach people who are likely to find your ad relevant
  • Simplification - reduce the need to input comprehensive targeting and remove the burden of trying to find the “perfect” targeting
  • Efficiency - unlock cost-effective performance by reaching people most likely to deliver results

Frequently asked questions

Which objectives support Automated Targeting?

Automated Targeting is only available within the App installs objective.

Why doesn’t the audience size estimate change when I enable Automated Targeting?

At this time, the audience estimate / forecaster module does not support Automated Targeting, and it is expected that the audience size will not change. This is a known display limitation, and it does not mean that:

  • Automated Targeting is not working
  • Automated Targeting is not impacting / increasing the potential audience size

More information on targeting types that generate audience estimates is available here.

How does Automated Targeting decide which people to target?

Starting with the full, eligible Twitter audience, we apply any demographic targeting, most device targeting, and any exclusions to determine who is eligible to be served an ad from the given campaign. 

Next, we use an engagement-based model that analyzes past behavior to identify how likely a person is to click on your ad or install your app.  

Finally, we target the people who both meet the required criteria and are deemed most likely to perform your optimized conversion action.

Can Automated Targeting extend beyond all targeting criteria?

No - the following criteria will be respected: Gender, Age, Location, Language, OS Type, OS Version, Device, and Exclusions (Keywords, Custom Audiences, Do Not Reach Lists).

Since Automated Targeting fully respects these targeting criteria, scale and performance may be constrained if targeting in these categories is too restrictive (e.g. selecting a granular location, a narrow age range, and an exclusion Custom Audience).

For best results, consider using broad or no targeting.

Are Excluded Audiences, Do Not Reach Lists, and Excluded Keywords respected in Automated Targeting?

Yes - Excluded Audiences, Excluded Keywords, and Do Not Reach Lists are fully respected. 

Why am I seeing impressions associated with Keywords, Interests, etc. that I did not target?

Enabling Automated Targeting means that you are extending your campaign’s reach beyond the specifically designated targeting criteria. Other than the fully respected criteria mentioned above, it is expected for impression to serve outside of your targeting selections. 

Ready to get started?