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Tailored Audiences from web

A Tailored Audience from web, one of three types of Tailored Audiences, is a built by collection Twitter users who have visited your website. To use Tailored Audiences from web you must have our Twitter pixel installed on your website, or use one of our accepted tag manager partners


How it works

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 Twitter users. Once an audience has been created in that manner, 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.

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. Learn how to set up the Twitter website tag on our Web conversion tracking page.


Create your Tailored Audience from web

Once you have the Twitter Website tag placed on your website, you can create your Tailored Audience from web in the Audience manager. 

  1. In Audience manager choose the "Create new audience" < "Make a tag to collect website visitors" option.
  2. Name your audience
  3. Choose between Universal Website Tag or Single Event tag, whichever you have installed on your website. 
  4. Specify the URL conditions you'd like to collect your audience from. We recommend choosing the "URL contains" option, as "Exact URL" is case sensitive. 

 

For example, if you want to collect a Tailored audience of users who have completed a purchase on your website, make the URL conditions tailored to the redirect of your successful purchase page. If a user is brought to a page containing "thank-you" in the URL after purchasing, you could make your URL conditions "URL contains: thank-you". 

After you've created your URL conditions, agreed to the Tailored Audiences and Conversion Tracking Program Terms, including this policy, the Audience will be created.

From then on, everytime a Twitter user fulfills the URL conditions you specified, they will be added to your Tailored Audience. Please note that users are not retroactively added to your web Tailored Audience. 

Until your Tailored Audience from web has collected 500 Twitter users, it will show as "Audience too small" in your Audience manager. Your Audience will change to "Ready" once it's large enough, after which you can use it for targeting in campaigns. 

Remember, 500 Twitter users must fulfill the URL conditions you set up in your Web tailored audience in order to retarget to them. We don't retroactively add users to your Web TA, they will only be added if they've fulfilled the action after TA creation.


Using your Tailored Audience from web

Once your audience has collected 500 users and shows as "Ready," you can select it to target 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 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

FAQs on TAs from Web

  • How long after visiting my website will a user remain in my audience?
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    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.


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  • How do I enable Tailored audiences from web on my website?
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    If you’ve created your audience by selecting the universal website tag, then check to see that the tag is installed by visiting your conversion tracking dashboard by selecting Tools < 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've created your audience by selecting the single-event website tag, 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. More on online conversion tracking


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  • What policies must advertisers using website tags comply with?
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    You can read about Twitter’s additional rules for advertisers using Twitter’s website tag for conversion tracking and retargeting on this page.


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  • My website tag is listed as “Tracking”. When can I run campaigns targeting the tailored audience I’ve created?
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    Once installed, your audience will begin collecting users who fulfill your URL conditions.  When it's collected 500 Twitter users, the Audience status will change to "Ready" in Audience manager and you'll be able to retarget to those users. We recommend waiting at least one week before setting up campaigns to target your Web TA. 

    #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.


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  • Why is my Audience size fluctuating?
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    When collected with the Twitter website tag, visitors to your website will remain in your audience for 90 days. Your Audience size will change and update accordingly. You can also check how many users are on your audience in Audience manager, unless there are less than 500 users in which case it will show as "Audience too small". 

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


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