TikTok's Audience Estimation tool gives you an estimate of your potential audience size based on ad targeting and placement. The estimate is based on your targeting criteria, placements selected, and how many people were shown ads in our apps over the past 30 days.

The audience estimator will provide an indicator to help you evaluate your ad group's targeting selections. Your estimate may be affected if a custom audience has been created or modified within 24 hours. Learn more about ad targeting.

Audience size indicators include:

• Too Narrow or Narrow: Your estimated audience size is too small and your ad performance will vary. You may need to change your criteria to expand your potential audience.

• Balanced: Your estimated audience size is at an appropriate level.

• Fairly Broad: Your estimated audience size is relatively large. You may need to add more criteria for a more targeted ad delivery.

Audience estimation is based on user accounts and does not represent the actual traffic your ad will receive. For example, TikTok does not include audiences under the age of 18 in the estimated audience even though your ads may still be delivered to people under the age of 18. Learn about advertising to people under the age of 18.

Note: TikTok's estimation reports should not be directly compared to third-party reporting as the two calculations are based on different methodologies for distinct use cases and should not be considered exact. Learn more about estimated metrics used to determine the audience estimation numbers quickly.

Difference Between Reach Estimator and Audience Size Estimation

Audience Size Estimation, found above Reach Estimator in TikTok Ads Manager, estimates your potential audience size based on your chosen ad targeting and placement. It represents user accounts and shouldn't be used to measure population size. Unlike Reach Estimator, it does not forecast the reach or the number of people your campaign might reach. Learn more about the Audience Size Estimation tool.