Before getting started: The Shop Activity audience feature is available to all accounts with Shop Ads.
To use this feature, you'll need the following:
TikTok Shop access to the desired shop
Ad Account access to the advertising account that you wish to run the audience on
Product Sales objective - the feature can be used for TikTok Shop Ads:
Video Shopping Ads with TikTok Shop as the product source
Live Shopping Ads
Product Shopping Ads
There are two ways you can enable Shop Ads:
In Seller Center, connect one or multiple Ad Accounts for advertising purposes. For the steps, refer to How to Set Up Shop Ads in Seller Center.
In the Business Center, request access to one or multiple TikTok Shops for advertising purposes. For the steps, refer to Requesting TikTok Shop Access from Business Center.
Shop Retargeting is a remarketing audience feature that allows you to show your ads to people who have interacted with your TikTok Shop. It is a great way to re-engage your existing and interested customers, improve their lifetime value, and increase your return on ad investment.
Shop Activity audience can also be used for exclusion purposes, to gain more new customers for your business via separate campaigns.
Availability
Markets
All markets with TikTok Shop: Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, the United Kingdom, and the United States.
Ad platform & supported formats
Platform: TikTok Ads Manager (TTAM)
Objective: Product Sales with TikTok Shop product source
Ad Format: Live Shopping Ads, Product Shopping Ads or Video Shopping Ads (Product Source: TikTok Shop)
Features and benefits
Your Audience
Interested customers to complete their purchases
Existing customers make more frequent and larger purchases
Your Content
Connect the user journey across pieces of content
Your Shop
Expand a tangible customer base, leveraging paid and organic together
How to create a Custom Audience
1. Go to Assets. Select Audiences, then Create Audience and Custom Audience.
2. Click Shop Activity to create a custom audience.
3. Click Event to create a shop-based audience based on Events.
For example, Product Detail Page View visitors
Note: For events, we recommend creating an audience of people who took certain actions in your shop. This audience includes both paid and organic activity.
4. Customize the events according to the desired user actions.
Note: It is generally recommended to start with a broader audience and monitor performance before narrowing.
Events available: Product Detail Page (PDP) View, Add To Cart, Initiate Checkout, Purchase
Time frames available: 180, 90, 60, 30, 14, 7
Select your shop, you may only select one shop at a time
Note: Add rules. Rules follow an OR logic. If you create two rules, (for example, add to cart in the past 90 days or purchase in the past 90 days) the audience will combine both users who Added To Cart and users who Purchased in the past 90 days.
5. Leave Auto-Refresh toggled ON for a dynamic custom audience
Note: Your audience will constantly update daily according to your lookback window with this setting. We highly recommend this to prevent audience fatigue and maintain targeting relevance.
6. Create a Lookalike audience to expand the targeting (optional). Refer to these Lookalike Audience steps.
Note: It is recommended to complement the Shop audience with a Lookalike similar segment audience for smaller shops.
Campaign set-up overview
Follow the steps below to use the Shop Activity audience at the Campaign and Ad Group level.
Campaign level
1. Go to the Campaign tab in TikTok Ads Manager and click Create.
2. Choose a Product Sales objective with TikTok Shop product source.
For Product Sales, there are two options. Choose one:
Video Shopping Ads (for product source, choose TikTok Shop)
Live Shopping Ads
Product Shopping Ads
3. Select your remaining preferred settings and click Next.
Ad group level
In Audience, exclude or include the Shop Activity Custom Audience and Lookalike Audience.
Choose age groups that are 18+.
Select your remaining preferred settings and click Next.
Ad level
Select your Ad creative by using an existing TikTok post, uploading a video, or choosing one from your library.
When you are satisfied with your ads, click Submit to send the ads to review.