Engagement Audiences allow advertisers to retarget users who have previously engaged with a brand’s ad content, including all types of Video ads on TikTok and ad solutions for instant experiences such as Instant Page ads and App Profile Page ads.

Ad Type


Lookback Window

Video Ads

- Click

- Impression

- 2-Second Video View

- 6-Second Video View

- Video View at 25%

- Video View at 50%

- Video View at 75%

- Video View at 100%

7/14/30/60/90/180 days

TikTok App Profile Page

- Click

- View

TikTok Instant Page

- Click

- View

To Create an Engagement Audience

  1. ​Go to the Audience section under Assets.

  2. ​Click on Create Audience, choose Custom Audience, and select Engagement.

  3. ​Under the Include, select the type of engagement, time period (we provide various lookback windows), and Ad group ID (leaving the Ad group ID blank defaults to the account level).

    • For example, we will select users who Click in the past 30 days across all our ads (Ad group ID left blank).

  4. ​Click the Add more rules icon and choose Broaden Audience or Narrow Audience.

    • ​Broaden Audience allows you to create an audience with one engagement type or another engagement type.

    • ​Narrow Audience allows you to create an audience with one engagement type and another engagement type.

      • For example, if an advertiser wants to create an audience who clicked AND finished the video ad, they would choose Narrow Audience

  5. ​Click Exclude People and enter engagement, time period, and Ad group ID if you want to exclude certain users from being added to your Engagement list. You can skip this step if you want to include everyone.

  6. ​Name your audience.

  7. ​Toggle Auto-Refresh/Reach and Frequency

    1. The default status of the auto-refresh toggle is enabled for custom audiences with this option. Please see Custom Audience Auto-Refresh for more details. 

  8. ​Click Confirm to create your audience.


  • ​A minimum audience size of 1,000 is required to target Custom Audiences in an ad group.

  • ​Engagement audience is different from Website Traffic Audience. Engagement audience captures the audience who have taken actions on TikTok Ads Manager's family of apps, including TikTok, Resso, Helo and other apps. Website Traffic Audience captures the audience who have taken action on your landing page tracked by our pixel.

  • Pangle placement supports audiences generated from "clicks" & "impressions" only. Other actions such as "video views" are not supported.

  • ​One advertiser can have up to 400 custom audiences at one time within the account.