About Ad Targeting
Last updated, February 2024

TikTok Ads Manager supports the following targeting dimensions:


If you are advertising an age-restricted product or service, or the content of your ad may not be suitable for younger users, it is especially important to use our targeting options.


Audience

Include

Create a Lookalike or Custom Audience (Customer file, Engagement, App Activity, Website Traffic, Shops Activity, Lead Generation, Business Account)


Exclude

Exclude Lookalike or Custom Audiences

Demographics

Gender

Male, Female


Age

13-17, 18-24, 25-34, 35-44, 45-54, 55+


Location

Deliver to users based on their location: Country/Region, State/Province, City, and Designated Market Area/DMA (US Only)


Language

Deliver to users based on app language


Household Income

Deliver ads to users based on household income (US Only)


Spending Power

Deliver ads to users based on the user’s purchase behavior through TikTok ads

Interests and Behaviors

Interests

Deliver to users based on their higher interaction with certain Interests. For example: "Gaming" 


Purchase Intent

Deliver to "in-market" users who are actively researching or purchasing one specific category of product or service. For example: "Travel Intent"


Behaviors

Deliver ads based on the user's recent in-app Behavior such as interactions with videos or creators.  Video behaviors include watching, liking, commenting, and sharing videos by category. For example: "Food", "Fashion". Creator interactions include following or viewing creator profiles by category. For example: "Travel", "Sports"


Hashtags

Deliver ads to users who have engaged with hashtags over the past 7 days

Device

Connection Type

WIFI, 2G, 3G, 4G, 5G


Operating System

iOS & Android


Operating System Version

Deliver ads to users based on software version. For example: iOS 10.0 or above, Android 4.0 or above


Device Model

Deliver ads to users based on the user's device model


Device Price

Deliver ads to users based on device pricing, ranging from no limit to more than $1000


Carrier

Deliver ads to users based on mobile phone carriers


Internet Service Provider (ISP)

Deliver ads to users based on their most frequently used ISPs in the past 30 days. (ISP Targeting is approximate and its accuracy is based on the mapping of the internet protocol address of the user to known IP addresses of ISPs.)

Smart Targeting

Smart Interest and Behavior and Smart Audiences

Expands your targeting settings when the system predicts it will be hard to deliver ads based on your initial targeting selections to reach a larger audience who are more likely to convert, thus extending your delivery cycle


Targeting Recommendations

TikTok will recommend Interests and Behaviors to leverage in your campaign based on Industry and account performance while you are creating your ad group


Note: Targeting by location will depend on placements and available locations for each app.


Additional Details: For more details on the logic between different dimensions and audiences when multiple audiences are selected, please refer to the following table:


Demographics, Household Income, and Spending Power

Devices

Interests

Behaviors

Custom Audiences

Demographics, Household Income, and Spending Power

AND

AND

AND

AND

AND

Devices

AND

AND

AND

AND

AND

Interests

AND

AND

OR

OR

AND

Behaviors

AND

AND

OR

OR

AND

Custom Audiences

AND

AND

AND

AND

OR


Note: To learn how to save your targeting settings, refer to About Saved Audience.


Targeting settings may not be available when reaching audiences under 18. To read more, visit About advertising to people under the age of 18.

Content