TikTok Ads Audience Sync

TikTok Ads is especially powerful when you precisely define who your campaigns should reach. With RetentionX, you can sync customer segments directly to TikTok Ads and use them to target existing customers, re-engage buyers, exclude irrelevant audiences, or create lookalike audiences.

RetentionX also supports TikTok’s Conversion API, which serves a different purpose. While audiences define groups of people used for targeting and exclusions, the Conversion API sends events (such as purchases) to TikTok to improve measurement and optimization. Used together, they help ensure accurate targeting and stronger campaign performance.

How to Create Audiences 

Before getting started, make sure your TikTok Ads account is connected to RetentionX. To create an audience from a segment:

1. Navigate to Customer Segments.

2. Hover over Create Audience for the segment you want to use.

3. Select TikTok.
   
    

4. As you might have access to multiple ad accounts, choose the account where the audience should be created. The same segment can be used across multiple ad accounts.
   

5. Confirm by clicking Create Audience.

How TikTok Audience Sync Works

To create custom audiences, RetentionX securely pushes all customers belonging to a segment to TikTok Ads in an encrypted (hashed) format. TikTok then attempts to identify these customers using either their email address or their phone number.

To maximize match coverage, RetentionX automatically creates two audiences per segment:

• one based on email addresses

• one based on phone numbers

This ensures the highest possible reach, as customers may be identifiable under different identifiers. We recommend using both audiences together when running campaigns to reach the full eligible audience.

Where to Find Your Audiences in TikTok Ads

RetentionX creates and updates your audiences overnight. Once an audience has been created, you can find it directly in your TikTok Ads account the next morning.

Open TikTok Ads Manager, navigate to Tools → Audiences → Audience Manager. Audiences created by RetentionX will include the segment name and the prefix [RX][Brand Name], and the identifier used (email or phone), making them easy to distinguish.

Once synced, RetentionX audiences can be used to:

• Target specific customer groups with tailored campaigns

• Exclude customers from campaigns to avoid wasted spend

• Create lookalike audiences based on high-value or high-intent customer segments

This makes TikTok Ads especially effective for re-engagement, repeat purchases, loyalty campaigns, and controlled acquisition.

Audience Updates

When a segment is created as a dynamic segment, it is recalculated daily in RetentionX. Any changes to the segment are automatically reflected in the connected TikTok audiences.

Customers who newly qualify for the segment are added to the audiences, while customers who no longer qualify are removed—without any manual updates. This ensures your TikTok campaigns always target the right customers and helps you stay in control of your marketing budget.
 

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