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Tailored Audiences from lists

Tailored audiences from lists are one of three types of Tailored Audiences, created by uploading a file containing your own user and customer data. Your lists are matched with users on Twitter so that you can directly target them in your campaigns, making your marketing highly relevant.

Create your TA from lists with the following information: 


Create your Tailored Audience from lists

You might gather these records from your mailing list, past purchasers, or potential customers who have shown intent. You can upload lists of email addresses, mobile phone numbers, Mobile Advertising IDs (iOS Advertising Identifiers and Google Advertising IDs or when not available Android IDs), Twitter @handles or Twitter user IDs.

  1. Create your file in the accepted format. Supported file formats are .csv and .txt. The maximum file size is 5 GB. Your list can be separated by new lines or commas.
  2. If you wish to pre-hash your file (which is optional), please follow these formatting instructions. If not, skip this step. 
  3. Upload your file. Navigate to the Audience manager from the Tools tab, and click "Create new audience" < "Upload your own list"
  4. Wait for upload. Don’t close or minimize the browser window while the file is uploading, and only upload one file at a time. For very large files, make sure that you have a reliable and fast internet connection. You can also break your upload into smaller files (and then target them together in campaigns).

After you've uploaded your list, you will see it in your Audience manager as "Processing" in the serving status column.  Processing can take up to 48 hours.

Once your Tailored Audience list has been fully processed by our systems, the status will change to "Audience too small" or "Ready". Once a Tailored Audience is in "Ready" status, you're able to select it in your campaign setup for targeting. 

Audience showing as too small? Find out more here in our FAQ.


Using your Tailored Audience from lists

Once your Tailored Audience list has been created and processed, you can select it in campaign setup. 

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.

ProTip: For Tailored Audiences from lists, we recommend expanding the reach during campaign setup. This feature finds users on Twitter who are similar to the users on your Tailored Audience from lists, and targets them in your campaing as well. "Expand your reach" is a great way to maximize your campaign's ability to serve if your Tailored Audience list matches a relatively small number of users. It's a great way to drive more volume in your campaign. Reach expansion is optional, and can be toggled on and off in your campaign. 

You can also 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 is 500 users on Twitter for it to be usable in your campaigns. If your Tailored Audience from list does not match 500 Twitter users, it will display as "Audience too small" and will not be available for targeting.

FAQs on TA's from lists

  • What is matching?
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    When you create a Tailored Audience there is an initial processing period where the users on the TA are "matched" by our systems to their Twitter @handle. This allows us to then serve your promoted Tweet's 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 what the match rate for an individual advertiser's TA. Once the TA is no longer showing as "Processing" in the Audience manager, the number of matched users for the TA will be shown. If there were less than 500 active Twitter users matched, it will show as "Audience too small." Unfortunately "too small" TAs will not be available for targeting in campiagns to respect users privacy.


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  • How can I increase my match rate?
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    Tips to increase your matched users on List Tailored Audiences: 

    • Add more user information to your .csv file. Then, delete the "too small" TA from your Audience manager and reupload the new + larger TA to reinitiate matching process.
    • Combine two smaller .csv files. Then, delete the "too small" TA from your Audience manager and reupload the new + larger TA to reinitiate matching process.
    • Create a .csv file from @handles. Large lists of @handles maximize your chances of matching 500 Twitter users. We recommend files of at least 2000 @handles. 

    More help for List, Web, and Mobile Tailored Audiences. 


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  • My audience is showing as too small
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    To respect user privacy, your Tailored Audience must match at least 500 users on Twitter for it to be usable in your campaigns. TA's that fall short of this requirement will say “audience too small” in the Audience manager, and cannot be used for campaign targeting.

    Tips to increase your matched users on List Tailored Audiences: 

    • Add more user information to your .csv file. Then, delete the "too small" TA from your Audience manager and reupload the new + larger TA to reinitiate matching process.
    • Combine two smaller .csv files. Then, delete the "too small" TA from your Audience manager and reupload the new + larger TA to reinitiate matching process.
    • Create a .csv file from @handles. Large lists of @handles maximize your chances of matching 500 Twitter users. We recommend files of at least 2000 @handles. 

    More help for List, Web, and Mobile Tailored Audiences. 


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  • How do I prehash my file?
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    When creating a list Tailored audience, the information in your data file is always hashed before it is 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 Tailored Audience list that is pre-hashed. 

    If you are pre-hashing your file (which is optional), please follow these formatting instructions:

    1. Each file may only contain a single data type, such as device IDs, emails, etc. Include one hashed value per line.
    2. Entries must be line separated, terminated with either LF (\n) or CRLF (\r\n). Supported file formats are CSV (.csv) and TXT (.txt).

    The format of each entry must conform to the following normalization requirements:

    1. For Device IDs, IDFA entries must be lower-cased with dashes (for example: 4b61639e-47cc-4056-a16a-c8217e029462)
    2. For AdIDs, the original format on device is required, not capitalized with dashes. (For example: 2f5f5391-3e45-4d02-b645-4575a08f86e)
    3. For Android IDs, the original format on device is required, not capitalized without dashes or spaces. (For example: af3802a465767e36)
    4. For email addresses, the text must be lowercase, remove leading and trailing spaces. (For example: support@twitter.com)
    5. For phone numbers, include country (no preceding zeroes e.g. for US use 1 instead of 001) and area code. No characters like +, -, or ( ). (For example: 14083008000, 454083008000)
    6. For Twitter usernames, do not include the @, make sure the text is lowercased and leading and trailing spaces trimmed. (For example: jack)
    7. For Twitter user IDs, please use standard integers. (For example: 143567)

    The entry on each line must be hashed using SHA256, without a salt. Code samples for hashing can be found at this page on GitHub.

    More questions? Find more FAQs on our Intro to TAs, Web, and Mobile app Tailored Audience pages. 


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  • I'm getting a "One or more pre-hashed records is not in the correct format" error when I try and upload
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    This error message appears when your uploaded list is not formatted correctly. 

    Please ensure the following:

    1. Your file is in either .csv or a .txt format
    2. Each file may only contain a single data type, such as device IDs, emails, etc. Include value per line.
    3. Entries must be line separated 
    4. There are no missing rows of information (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.


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  • How do I use a data partner for audience lists?
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    First, establish a relationship with one of Twitter’s ad partners. Many ad partners can manage audiences via API. If you want to create an audience list through a partner using email addresses, our partners are: Acxiom,DatalogixEpsilonLiveRampMailChimpMerkle, and our Ads API partners.

    Your ads partner will prepare the Tailored audiences that 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.

    Please note that your audiences will not include Twitter users that have opted out of receiving interest-based advertising. 

More questions? Find more FAQs on our Intro to TAWeb, and Mobile app Tailored Audience pages. 


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