Targeting Options
| Setting | What it does |
|---|---|
| Age | Minimum and maximum age (13–55). Snapchat allows targeting users as young as 13, with a maximum age of 55. |
| Gender | All, Male, or Female. |
| Locations | Countries, regions, cities, or postal codes. You can include or exclude. |
| Languages | Target users based on their language preferences. |
| Interests | Target based on Snapchat lifestyle categories and interest categories. |
| Audience Segments | Snapchat’s audience segments (similar to custom audiences on other platforms). |
| Devices | Operating system (iOS, Android, Web), connection type (WiFi, cellular). |
| App Install State | Target users who have or haven’t installed your app (for app campaigns). |
How to Set Targeting
Access Targeting Section
Double-click the ad squad node to open the Ad Squad modal, then navigate to the Targeting section.
Configure Demographics
Set age range (13-55), gender, and location targeting based on your audience.
Snapchat Age Restrictions
Snapchat has the youngest user base among major ad platforms. Most users are under 35, so targeting older demographics (35-55) may have very limited reach.
Snapchat-Specific Targeting Capabilities
Snapchat offers unique targeting options based on user behavior on the platform:Lifestyle Categories
Target users based on Snapchat usage patterns and lifestyle indicators:- Lifestyle interests: Based on content users engage with
- Snap Lifestyle Categories: Snapchat-specific interest groups
Interest Categories
Target users based on their interests:- Entertainment, sports, technology, fashion, etc.
- Based on content users view and engage with
- Lenses and filters users use
- Stories users watch
- Snap Map activity
Audience Segments
Snapchat uses audience segments instead of custom audiences. Segments let you target people who have already interacted with your business:- Customer lists: Upload email addresses, phone numbers, or mobile advertising IDs
- Website visitors: Target users who visited your website (requires Snap Pixel)
- App users: Target users who used your mobile app (requires Snap SDK)
- Engagement: Target users who engaged with your Snapchat content
- Video viewers: Target users who watched your Snap ads
Snapchat requires at least 1,000 users in an audience segment before you can use it for targeting. Lookalike audiences also require a source segment of at least 1,000 users.
Lookalike Audiences
Snapchat supports lookalike audiences (called “Lookalike Segments”) to find new users similar to your existing customers:How Lookalikes Work
- Choose a source segment: Customer list, website visitors, or engagement segment
- Select similarity level: 1-10% (1% most similar, 10% broader reach)
- Define location: Where to find lookalike users
- Snapchat creates segment: Algorithm finds similar users in that location
Device and Connection Targeting
Snapchat provides device targeting options:Operating System
- iOS (with minimum version targeting)
- Android (with minimum version targeting)
- Web (Snapchat on desktop browsers)
Connection Type
- WiFi only
- Cellular (3G, 4G, 5G)
- All connections
App Install State (App Campaigns)
- Installed: Users who have your app installed
- Not installed: Users who don’t have your app
- All: Both installed and not installed users
Location Targeting
Snapchat supports multiple levels of location targeting:- Countries: Target entire countries or exclude specific countries
- Regions: Target states, provinces, or regions within countries
- Cities: Target specific cities or metropolitan areas
- Postal codes: Target specific zip codes or postal code ranges
Location Targeting Methods
- Current Location: Where users are currently located (default)
- Home Location: Where users live
- Recently In: Users who were recently in the location
Choose “Current Location” for most campaigns. Choose “Home Location” for local businesses. Choose “Recently In” for retargeting users who visited a location.
Targeting Validation
Whathead validates your targeting configuration before publishing to Snapchat:Required Fields
All Snapchat campaigns require:- At least one location (country, region, city, or postal code)
- Age range (minimum 13, maximum 55)
- Gender selection (can be “all genders”)
Validation Errors
Age range validation error
Age range validation error
Error: “Minimum age must be at least 13 for Snapchat” or “Maximum age cannot exceed 55 for Snapchat”Cause: Your age range is outside Snapchat’s supported range (13-55).Resolution:
- Adjust minimum age to at least 13
- Adjust maximum age to no more than 55
- Ensure minimum age is not greater than maximum age
Location validation error
Location validation error
Error: “At least one location is required”Cause: No locations are selected in your targeting configuration.Resolution:
- Add at least one country, region, city, or postal code
- Verify locations are properly saved in the targeting configuration
Audience segment too small
Audience segment too small
Error: “Audience segment must have at least 1,000 matched users”Cause: Your audience segment doesn’t meet Snapchat’s minimum size requirement.Resolution:
- Wait for more users to be added to the segment
- Combine multiple small segments
- Use a different segment type
- Check that your Snap Pixel or SDK is tracking correctly
Targeting Best Practices
- Use Audience Segments for retargeting website visitors or app users
- Test different audiences by creating multiple ad squads with different targeting
- Exclude converted users to avoid wasting budget on people who already took action
- Focus on younger demographics — Snapchat’s user base is primarily under 35
- Monitor audience size — aim for at least 50,000 people for optimal delivery
- Consider device targeting for app install campaigns to match your app’s requirements
Syncing Targeting Across Ad Squads
To copy targeting settings from one ad squad to others:Select Target Ad Squads
Choose which ad squads in the same campaign should receive the same targeting settings.
Next Steps
Ad Squad Configuration
Learn about full ad squad options and optimization goals
Campaign Structure
Understand Snapchat’s campaign hierarchy
Targeting Comparison
Compare Snapchat targeting with other platforms