Intro to Tailored Audiences

Tailored Audiences target your existing followers and customers to create relevant re-marketing campaigns by uploading your own CRM lists to reach highly-specific groups of people. There are 3 types of Tailored Audiences:

  • Lists — Use lists to target specific users, whether you want to reach your existing customers by uploading a list of their email addresses or use Twitter @names to target relevant influencers.
  • Web — Target the people that have recently visited your website. You can collect this data using Twitter's website tag (available through Twitter Ads), or you can use Twitter's Official Partner Program.
  • Mobile apps — Reach groups of people who have taken a specific action in your app, such as installs or sign-ups. You can collect data on who uses your mobile app with conversion tracking.

How it works

The Audience Manager is a tool in your Twitter Ads account that allows you to review and manage your audiences. You can access it by navigating to Tools > Audience Manager.

Once an audience is loaded into Twitter Ads, you can use the Audience Manager to view details about the audience and edit or delete audiences. 

From there, you can use your Tailored Audiences in your campaign targeting to directly reach the users you care about. You can re-target previous customers, web visitors who haven't yet converted, and/or mobile app users who haven't opened your app in a week.

*Not seeing the Tools tab in your ads account?  This is because you haven't yet added a credit card. Learn more here


Create your Tailored Audience

In your Audience Manager, choose which kind of Tailored Audience you want to create: list, web, or mobile app. 

From there, you'll be brought to the audience creation page. You can name your Tailored Audience and provide the necessary information to create one. Visit our list, web, and mobile app pages for more information on requirements for each type. 

If you created a list Tailored Audience, our systems will then match the users to their Twitter @handles, during which your audience will show as "Processing" in your Audience Manager. Processing takes 48 hours on average, after which your Tailored Audience will show as "too small" or "Ready".

If you created a web or mobile app Tailored Audience, our systems will immediately start adding qualifying Twitter users to your audience. Your audience will show as "too small" in your Audience Manager until 100 Twitter users have been added.


Manage and use your audiences

Visit your Audience Manager to manage your Tailored Audiences once they're created. Here you'll see each audience, its type, and its serving status. Only Tailored Audiences that have a serving status of "Ready" can be targeted in campaigns.

To target the users on your Tailored Audiences within your campaign, navigate to the "Targeting" section of campaign setup. 

Click "Browse" next to each audience type to find and select the Tailored Audience you want to target. 

Keep in mind that even though all Tailored Audiences show up, only those in "Ready" serving status will properly target users in your campaign.

You can choose to "Add" or "Exclude" the users on your Tailored Audiences:

  • Add: The users on your Tailored Audience will be served the Tweets in your campaign, if they meet the geo, gender, age, and device targeting criteria specified in your campaign.
  • Exclude: The users on your Tailored Audience will NOT be served the Tweets in your campaign, even if they meet the other criteria in your campaign.

To respect user privacy, the minimum size for a Tailored Audience to be usable in campaigns is 100 Twitter users. If your Tailored Audience is under 100 Twitter users, it will display as "Audience too small" and will not be available for targeting.



Frequently asked questions

Which type of Tailored Audience should I use?

All three types offer ways to directly target and remarket to the people you care about. 

Additional Requirements: 

More on our policies for Tailored Audiences.

My audience is showing as too small

To respect user privacy, your Tailored Audience must be at least 100 Twitter users for it to be usable in your campaigns. TA's that fall short of this requirement will say “audience too small” in your Audience Manager, and cannot be used for campaign targeting.

Tips to increase your matched users: 

  • List Tailored Audience: Add more user information to your .csv file and/or combine two smaller .csv files. Then, delete the "too small" TA from your Audience Manager and reupload the new, larger TA to reinitiate the matching process.
  • Web Tailored Audience: Make sure your Web Pixel is correctly tracking, and your URL parameters for the TA are not too strict. The time it takes for your Web TA to acquire 100 Twitter users depends on your web traffic.
What is "matching"?

When you create a Tailored Audience, there's an initial processing period where the users on the Tailored Audience. are "matched" by our systems to their Twitter @handle. This allows us to then serve your Promoted Tweets to their accounts.

It's possible that not all of the users on your Tailored Audience are active Twitter users, which is why you might see a final Tailored Audience size that is smaller than your original uploaded list.

Every Tailored Audience is different, and until your list is processed and "matched", we cannot accurately estimate the match rate for an individual advertiser's Tailored Audience. Once the Tailored Audience is no longer showing as "Processing" in your Audience Manager, the number of matched users for the Tailored Audience will be shown. If there were less than 100 active Twitter users matched, it will show as "Audience too small". Unfortunately "too small" Tailored Audiences will not be available for targeting in campaigns to respect user privacy.



Additional reading

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