What is "matching"?
When you create a Custom Audience, there's an initial processing period where the users on the Custom Audience. are "matched" by our systems to their Twitter @handle. This allows us to then serve your Promoted Ads to their accounts.
It's possible that not all of the users on your Custom Audience are active Twitter users, which is why you might see a final Custom Audience size that is smaller than your original uploaded list.
Every Custom Audience is different, and until your list is processed and "matched", we cannot accurately estimate the match rate for an individual advertiser's Custom Audience. Once the Custom Audience is no longer showing as "Processing" in your Audiences tab, the number of matched users for the Custom Audience will be shown. If there were less than 100 active Twitter users matched, it will show as "Audience too small". Unfortunately "too small" Custom Audiences will not be available for targeting in campaigns to respect user privacy.
How can I increase my match rate?
- Add more user information to your .csv file. Then, delete the "too small" CA from your Audiences Tab and reupload the new, larger CA to reinitiate the matching process.
- Combine two smaller .csv files. Then, delete the "too small" CA from your Audiences Tab and reupload the new, larger CA to reinitiate the matching process.
- Create a .csv file from @handles. Large lists of @handles maximize your chances of matching 100 Twitter users. We recommend files of at least 2000 @handles.
My audience is showing as too small
To respect user privacy, your Custom Audience must be at least 100 Twitter users for it to be usable in your campaigns. CA's that fall short of this requirement will say “audience too small” in your Audiences tab, and cannot be used for campaign targeting. Use the tips above to increase your match rate and achieve a larger, usable audience.
How do I pre-hash my file?
When creating a list Custom Audience, the information in your data file is always hashed before it's sent to Twitter, and Twitter never reveals or shares the information in your list with anyone or any other service.
We also offer the option to upload a Custom Audience list that is pre-hashed. If you're pre-hashing your file (which is optional), please follow these formatting instructions:
- Each file may only contain a single data type, such as device IDs, emails, etc. Include one hashed value per line.
- Entries must be line separated, terminated with either LF (\n) or CRLF (\r\n). Supported file formats are CSV (.csv) and TXT (.txt).
The entry on each line must be hashed using SHA256, without a salt.
I'm getting a "One or more pre-hashed records is not in the correct format" error when I try to upload
This error message appears when your uploaded list is not formatted correctly.
Please check the following:
- Your file is in either .csv or a .txt format
- Each file may only contain a single data type, such as device IDs, emails, etc. Include one value per line.
- Entries must be line separated
- There are no missing rows of information or gaps in your file
For non-hashed files, make sure you do NOT check "The records in this data file are already normalized and hashed using SHA256" box during upload.
For pre-hashed files, make sure you DO check "The records in this data file are already normalized and hashed using SHA256" box during upload.
How do I use a data partner for List Audiences?
First, establish a relationship with one of Twitter’s partners. Many ad partners can manage audiences via API. If you want to create a List audience through a partner using email addresses, leverage our MACT partners and/or ads API partners.
Your ads partner will prepare the Custom Audiences you want to target and send them to Twitter through end-to-end integration. Then Twitter will run a match to determine the audience you can reach on Twitter. You cannot re-upload third-party lists that you do not own.
Please note that your audiences will not include Twitter users that have opted out of receiving interest-based advertising.
What are the formatting requirements?
The format of each entry must conform to the following normalization requirements:
- For Device IDs, IDFA entries must be lower-cased with dashes. (for example: 4b61639e-47cc-4056-a16a-c8217e029462)
- For AdIDs, the original format on the device is required, not capitalized with dashes. (For example: 2f5f5391-3e45-4d02-b645-4575a08f86e)
- For Android IDs, the original format on the device is required, not capitalized without dashes or spaces. (For example: af3802a465767e36)
- For email addresses, the text must be lowercase; remove leading and trailing spaces. (For example: email@example.com)
- For Twitter usernames, do not include the @, and make sure the text is lowercased, leading, and trailing spaces trimmed. (For example: jack)
- For Twitter user IDs, please use standard integers. (For example: 143567)
Can I update Lists that have already been created?
You can upload multiple files for the same Custom Audience, and add to audiences that you have already created. The option to upload additional files will appear as an in-line drop-down option for each list Custom Audience in your Audiences tab.