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.