Audience Targeting Best Practices | TikTok For Business Blog

TikTok's updated targeting best practices focus on broad targeting as the default, which reaches over 80% of potential users and yields 15% lower CPA and 20% higher conversion rates. Manual controls like location or high spending power can be used when needed. Smart Targeting toggles (smart audience, smart interests and behavior) allow automatic expansion if performance declines.

Custom and lookalike audiences, built from first- or third-party data, help retarget or exclude users. Always test advanced techniques against broad targeting to ensure they outperform.