In the fast-paced world of TikTok advertising, relevance is everything. You can have the most engaging ad creative, but if it's shown to the wrong audience, performance will fall flat. That’s where TikTok Custom Audiences come into play. This advanced targeting feature allows advertisers to reconnect with people who have already interacted with their brand, increasing the chances of conversions and campaign success.

In this guide, you’ll learn exactly what TikTok Custom Audiences are, how to set them up, what types exist, and how to use them effectively in your campaigns.

What is a TikTok Custom Audience?

A TikTok Custom Audience is a group of users that advertisers can target based on previous interactions with their brand. Unlike generic targeting based on interests or demographics, this option allows you to reach users who have already shown interest whether by visiting your website, engaging with your content, or using your app.

It serves as a core tactic for remarketing, helping brands remind users about products or services they’ve already discovered. This form of targeting is highly efficient because it focuses on people who are already familiar with your brand, making them more likely to take action.

Why Use TikTok Custom Audiences?

TikTok’s user base is massive, and while broad targeting can work in some cases, custom audiences let you fine-tune your reach. Here are some of the key benefits:

Higher relevance for your ads

When your ads are shown to people who have already engaged with your brand, your message lands more effectively. These users are familiar with your offering, so they’re more receptive.

Support for retargeting and scaling

Custom Audiences form the foundation of many retargeting campaigns. You can show ads to someone who watched one of your videos, clicked a call-to-action, or left your website before purchasing. Furthermore, you can create TikTok Lookalike Audiences based on your Custom Audience to scale your results beyond your current reach.

Improved campaign performance

Campaigns using Custom Audiences often show better click-through rates, higher conversion rates, and stronger return on ad spend. Since the targeting is tighter, your budget is spent more efficiently.

Types of TikTok Custom Audiences

TikTok provides multiple sources you can use to create a Custom Audience, each suitable for different stages of the customer journey.

Customer file

You can upload a list of customer data, such as email addresses or phone numbers, that TikTok uses to find matching user profiles. This is ideal for re-engaging previous buyers, newsletter subscribers, or CRM contacts.

Engagement audiences

These audiences include users who have previously interacted with your TikTok content or ads. Actions that qualify include viewing a video, clicking a CTA button, liking or commenting on a post, sharing a video, or visiting your profile.

App activity

If you have an app, you can build audiences based on specific in-app actions, such as a user signing up, adding an item to their cart, or making a purchase. This requires integration with TikTok’s SDK to track app events.

Website visitors

Using the TikTok Pixel, you can track visits to your website and build audiences based on page views or actions like form submissions and cart additions. This allows you to retarget users who didn’t complete a purchase.

Lead form engagement

If you use TikTok’s Instant Forms for lead generation, you can create audiences based on people who opened or submitted a form. This is useful for re-engaging users who showed interest but didn’t convert.

How to Create a TikTok Custom Audience

Setting up a Custom Audience in TikTok Ads Manager is a straightforward process. Here’s how you can do it step by step:

Start in the Ads Manager

After logging in, go to the “Assets” section and select “Audiences.” This is where all your saved and custom audiences are managed.

Choose the custom audience option

Click on the “Create Audience” button and select “Custom Audience.” You’ll then be prompted to choose the source for your audience: customer file, engagement, app activity, website traffic, or lead form.

Configure the audience settings

Give your audience a clear name to keep things organized. You will also need to define a retention period, which is the length of time TikTok will keep users in the audience from the moment they take the selected action. The maximum is 180 days.

Depending on your source, you may need to upload a data file, choose a pixel, or select an event type.

Allow time for processing

After setup, TikTok needs time to process the audience data. It won’t be immediately available. Also, your audience must meet a minimum size before it can be used in ad delivery.

Common Mistakes to Avoid

Even small missteps in audience creation can lead to underwhelming results. Watch out for these frequent issues:

Outdated customer Lists

Uploading a list with old or invalid contact details will result in low matching and wasted impressions.

Pixel misconfiguration

If your TikTok Pixel is not firing correctly or if key events like “Add to Cart” or “Purchase” are missing, you won’t be able to build effective website audiences.

Neglecting privacy regulations

Whenever you’re working with personal data, especially emails or phone numbers, make sure your data collection and usage comply with relevant regulations like GDPR or CCPA.

Best Practices for Custom Audience Strategy

To make the most out of TikTok’s Custom Audience feature, consider these strategic tips:

Keep data fresh

Update your customer lists regularly to ensure the highest match rate. If you’re using integrations like LeadsBridge, automate the syncing process for better accuracy.

Name audiences clearly

Use descriptive names so you can easily identify which audience is which. For example, “Video Viewers – Last 30 Days” or “Website Visitors – Product Page.”

Segment based on intent

Separate high-intent users, such as those who reached checkout, from low-intent users, like casual viewers. This allows for better message personalization.

Avoid overlapping audiences

Ensure that your TikTok targeting structure avoids audience overlap, which can lead to bidding against yourself and wasting ad budget.

Final thoughts

TikTok Custom Audiences give advertisers a reliable way to reconnect with users who have already shown interest. Whether you're retargeting recent visitors or building Lookalikes from loyal customers, the precision these audiences offer can lead to stronger results at lower costs.

If setting up pixels, uploading customer files, or building advanced audience strategies sounds overwhelming, consider working with a performance-driven agency like AGrowth. Our team helps brands make the most out of TikTok advertising with pre-approved TikTok agency accounts—whether it's setting up compliant Custom Audiences or launching campaigns that scale profitably.