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OverviewArrow down icon
Tailored audiences from Web enables you to reach Twitter users who recently expressed interest in your products by visiting your website. By placing the Twitter website tag in your site and building an audience, you can target high-intent potential customers on Twitter.
What is Tailored audiences from Web and how does it work?Arrow down icon
Tailored audiences from Web is powered by the Twitter website tag, a snippet of code that you place on pages of your website. Once placed, the website tag begins to collect the cookie IDs of visitors and matches them to specific Twitter users. Once an audience has been collected, you can set up Twitter Ads campaigns targeted to these recent website visitors. We recommend waiting at least one week after installing your website tags before attempting to run any campaigns.
When should I use Tailored audiences from Web?Arrow down icon
If your objective with Twitter Ads is to reach high-intent visitors to your website and convert them into new customers, Tailored audiences from Web may be a great fit. Because you can reach Twitter users shortly after they visit your website, you can connect with them while their intent is high.
Tailored audiences from Web is most effective for advertisers who:
See significant web traffic to the portion of the web pages where the tag is placed.
- Are experienced with the Twitter Ads offering and want to explore additional functionality to drive direct response.
It’s especially convenient to get started with retageting if you have a website tag already placed in your site for conversion tracking purposes. Your website tag can be used both for conversion tracking and for retargeting. You can switch on retargeting functionality for your existing tags by visiting the Edit screen for each tag.
How do I set up website tags?Arrow down icon
Visit the Conversion tracking tab in Twitter Ads to generate the code snippet for a single event website tag. After you place the website tag on your website and created a new audience, it will begin collecting an audience to target with new Twitter Ads campaigns.
Create a new audienceArrow down icon
Give the audience a descriptive name. Think about the type of audience you’ll be collecting with the tag (“Home page visits,” for example). It’s also possible to set up a website tag on a more specific page (“Product launch landing page,” for example) but be aware that the collected audience will only be targetable with your campaigns if that page sees significant site traffic.
If you are attempting to create an audience using the single-event website tag, you’ll need to create a unique code snippet for each new audience.
How do I enable Tailored audiences from Web on my website?Arrow down icon
If you’ve created your audience in ads.twitter.com by selecting the single event website tag, then check to see that the tag is installed by visiting your conversion tracking dashboard by selecting Tools and then Conversion tracking in the navigation bar.
If your status says “Tracking”, then you’re all set. Otherwise, be sure the single event website tag code snippet generated has been placed on the webpage that you wish to use for audience creation.
If you selected the single-event website tag option, after you’ve finished creating your audience in ads.twitter.com, a snippet of code is generated for you to install on your website. Place the website tag directly on the page where you would like to collect an audience for retargeting.
If adding your tag directly to your site, we recommend you place the website tag code snippet between <body> and </body> in the webpage where you wish to collect an audience of website visitors. For example, if you remarket to visitors to your website’s homepage, place the website take directly on the homepage. If you aren’t able to make these updates to your webpage yourself, pass the website tag code snippet along to your web development team.
I’ve installed the code snippet for my website tag on the correct page of my website. How can I tell if it’s working?Arrow down icon
Once you’ve placed the website tag code, return to the Conversion tracking dashboard in Twitter Ads. You can find this dashboard by selecting Tools and then Conversion tracking. You can verify the status of your website tag by finding the tag within the Conversions tracking dashboard and looking for the “Tracking” status.
The single event website tag status will listed on the right side above the table, while single-event website tag code snippets status are listed under the table header:
The tag is listed as “Tracking”. When can I run campaigns targeting the tailored audience I’ve created?Arrow down icon
Once installed, the tag will begin collecting your audience. We recommend waiting at least one week before setting up campaigns to target your tailored audience.
When sufficient time has passed, create a new Twitter Ads campaign and select the Tailored audiences option under the targeting section. Then select Website visitors as your tailored audience source:
You may then use the search box or click on Browse your audiences to locate any audiences you have created using the Twitter website tag. Feel free to layer on any other targeting for location, device, gender, or language and select your bid and budget.
#protip: Retargeting to website visitors is extremely valuable because it captures recently demonstrated intent, so we recommend bidding aggressively when targeting from a tailored audience from Web.
Users have privacy choicesArrow down icon
While we want to make our ads more useful through tailored audiences, we also want to provide simple and meaningful privacy choices for users. Twitter users can simply uncheck the box next to “Promoted content” in their privacy settings, and Twitter will not match their account to information shared by ads partners to tailor ads for them. Additionally, because Twitter supports Do Not Track (DNT), Twitter does not match browser-related information to accounts of users who have DNT enabled to tailor ads for them. And to avoid overly specific targeting, we have a minimum audience size for all tailored audiences. Learn more about our privacy settings on our Help Center.
Frequently Asked QuestionsArrow down icon
Are there specific policies advertisers using Website tags must comply with?
Yes. You can read about Twitter’s additional rules for advertisers using Twitter’s website tag for conversion tracking and retargeting on this page.
I’ve already been using Twitter’s website tag for conversion tracking. Can I use that for retargeting?
In most cases, yes. Just log in to ads.twitter.com, head to the Conversions tab, click in to edit the desired tag, and check the box to Collect website visitor data for retargeting purposes. Your tag will then begin collecting a new tailored audience, so you will still need to wait before a sufficient audience has been collected to run a campaign with this audience.
How long after visiting my website will a user remain in my audience?
When collected with the Twitter website tag, visitors to your website will remain in your audience for 90 days. However, we only target users who have been active on Twitter within the last 30 days.
Where should I place the code snippet for my Tailored audience from Web?
The code should most often be placed on a portion of your site that sees significant traffic — your homepage or a key landing page, for example. Place it between the <body> and </body> dividers on the desired web page.