On TikTok Ads Manager, you can upload a Customer File to create a Custom Audience. This audience can consist of users that are leads or customers. Once uploaded, TikTok will look for users within our ecosystem that match the IDs on the uploaded file. Once matched, a custom audience will be generated and your uploaded file will be promptly deleted.
Note: It can take 24-48 hours for the custom audience to generate after the upload.
Customer File custom audiences can be used in campaigns to retarget users to promote products or services, or to optimize ad spend by excluding recent conversions. You could also create a lookalike of this custom audience to create prospecting campaigns to grow your business. In each of these cases, Customer File custom audiences are used to tailor your campaign targeting helping you to achieve your business goals.
Currently, the creation of customer file audiences using phone and email IDs are only available for accounts that have a sales representative or an account manager.
Prepare your Customer File by verifying that it contains one of the supported IDs (more info below).
File format is in .csv or .txt
.zip file is not supported
File size is less than 1GB
If your file contains a single type of ID, please prepare your file with one line per ID.
If your file contains multiple types of supported IDs, please follow the format below.
Download the Customer File example template below.
Required Header description
ID formatting requirements
Mobile Advertiser IDs (MAIDs):
- Apple IDFA (Identifier for Advertisers)
- GAID (Google Advertising ID)
Original value, MD5 Hashed, or SHA256 Hashed
MAID, MAID_MD5 or MAID_SHA256
- All characters must be uppercase or lowercase
- Character capitalization must be consistent
Original value or SHA256 Hashed
Phone or Phone_SHA256
- E.164 format only
- “+” & Country Code & Phone Number, no space
- For example, +442071838750, +551155256
Original value or SHA256 Hashed
Email or Email_SHA256
- Lowercase only
- ID should start with numbers or letters
- Example: firstname.lastname@example.org
- Remove '+' and any characters following the '+' symbol until '@'. (example below)
- Remove all possible '.' within the username before '@'. (example below)
If you provide unhashed or original values, your file will be hashed automatically.
Before hashing, the contents of your file need to contain consistent capitalization – either all uppercase or all lowercase.
IDFA and GAID data can be combined in the same file, with each entry on a separate line.
For a file with multiple IDs, each header can appear a maximum of 3 times in one file as displayed in the template above.
Currently, phone and email IDs are only available for accounts with an Account Manager.
From TikTok Ads Manager, go to Tools, and select Audience Manager.
Click Create Audience, choose Custom Audience, and select Customer File.
Choose your File Type from:
IDFA/GAID - Original (unhashed) value
IDFA/GAID - MD5 Hashed
IDFA/GAID - SHA256 Hashed
Phone Number - Original value
Phone Number - SHA256 Hashed
Email - Original value
Email - SHA256 Hashed
Upload your Customer File and preview it.
Name your audience
Your Customer File custom audience will be available for use within 24-48 hours.
A minimum matched audience size of 1,000 is required to target Custom Audiences in an ad group.
You can have up to 400 custom audiences at a time within the account.
Assuming an email address is generalized to this format:
Remove '+' and any characters following the '+' symbol until '@'. After normalization, the above example will be:
Remove all possible '.' within the username before '@'. After normalization, the above example will be:
Email addresses need to be lowercased before hashing.