Demographics: Location targeting

Geo location targeting

Advertisers can target their campaigns to specific geographies: countries, regions, metros, cities, or postal codes. 

You can specify your location targeting during campaign setup:

1. Navigate to the “Targeting” section of campaign setup
2. Scroll to “Demographics” section
3. Within the “Location” section, input the geo location(s) you’d like to target. You can target by countries, regions, metros, cities, or postal codes.

Your ads will show to all locations selected, even if they’re from the same geography. For example, if you choose to target your campaign to the United States and California, your ads will show to everyone in the United States. If you want only to target individual regions, be sure to only add those regions as targeting criteria to your campaign.

Note: Self-serve advertisers are limited to targeting users in countries where the Twitter Ads product is available, and not all of the countries listed in the geo locations index.

Twitter’s geo targeting is based on someone’s recent location. This is a combination of current location and recent location history. Twitter uses several signals – including IP address and GPS signal – for determining whether someone is in a particular geographic location. These signals inform sophisticated machine-learned models that predict a user’s location. More on Twitter’s data collection for ads. 

What if the location I’m trying to target isn’t available?

If the location you enter does not populate, we recommend adding the closest region or area to target. Some countries do not have as granular targeting options (metro, postal code, region) available at this time. 

Why am I seeing impressions served outside my geo location targeting?

Make sure you didn’t alter your campaign targeting post-launch. You can do this by clicking into your campaign and click the “History” tab. This will show the dates and times you made changes to your campaign. If you add geo location targeting post-launch, impressions would be served all over the world during that intial time of serve.

Additionally, you may notice that in some instances, the sum of all locations does not account for all of the campaign spend. This is due to the small attribution loss we experience when breaking out billing and targeting data. Please note that every ad impression has in fact served to your targeting specifications, but there is a 1-3% loss in the segmented spend data we display in the dashboard. We apologize for any inconvenience this causes.