Field Mapping
When you transfer campaigns between platforms, Whathead automatically maps fields from the source platform to equivalent fields on the destination platform. This page explains how objectives, targeting options, ad formats, and other settings translate across Meta, TikTok, Snapchat, and Google.What you’ll learn:
- How campaign objectives map between platforms
- How targeting options translate across platforms
- How ad formats and creative requirements differ
- How bidding strategies map between platforms
Objective Mapping
Campaign objectives determine optimization goals. Each platform uses different objective IDs and labels; Whathead maps to the closest equivalent when transferring. The exact mapping is defined in the app—use the transfer UI to see the suggested objective on the destination platform. Meta (ODAX): Awareness, Traffic, Engagement, Leads, App Promotion, Sales (plus legacy names like Reach, Video Views, Messages). TikTok: WEB_CONVERSIONS (Conversions), TRAFFIC, APP_PROMOTION, LEAD_GENERATION, VIDEO_VIEWS, ENGAGEMENT, REACH, PRODUCT_SALES. Snapchat: AWARENESS_AND_ENGAGEMENT (Awareness & Engagement), SALES (Sales), TRAFFIC (Traffic), APP_PROMOTION (App Promotion), LEADS (Leads). Google: Website Traffic, Conversions, App Promotion, Lead Generation, Video Campaign, Brand Awareness, etc., depending on campaign type.For catalog/shopping campaigns, product feeds must be set up on each platform. After transfer, connect the correct catalog on the destination.
Targeting Mapping
Audience targeting options vary significantly across platforms. Whathead maps targeting to the closest equivalent when available.Demographics
- Age and Gender
- Location
- Language
Age Ranges: Each platform has its own age format (Meta: min/max; TikTok/Snapchat: brackets like 18-24, 25-34; Google: range codes). Whathead uses a mapping system: you set a range (e.g. 18–50 or 18–24) and it is converted to the correct brackets/codes per platform. See Targeting overview and Platform comparison for per-platform brackets.Gender: Each platform uses its own gender values (e.g. Meta: numeric; TikTok/Snapchat/Google: string codes). Whathead maps between them when transferring; options are conceptually aligned (all, male, female) but the mapping is handled by the system, not a 1:1 direct copy.
Age uses our mapping system (range → platform brackets/codes). Gender is mapped to the destination platform’s values during transfer.
Interests and Behaviors
- Meta → Others
- TikTok → Others
- Snapchat → Others
- Google → Others
Meta has the most extensive interest and behavior targeting. When transferring from Meta:Interests: Mapped to similar interest categories when available. If no equivalent exists, flagged for manual selection.Behaviors: Mapped to equivalent behaviors on TikTok and Google. Snapchat has limited behavior targeting, so many behaviors are flagged for manual review.Detailed Targeting: Meta’s detailed targeting (combining interests, behaviors, and demographics) is simplified when transferring to platforms with less granular targeting.
Custom Audiences
- Audience Types
- Workarounds
Custom audiences don’t transfer between platforms because they’re platform-specific:
| Audience Type | Transfers? | Alternative |
|---|---|---|
| Website visitors (pixel-based) | No | Create new pixel audience on destination platform |
| Customer lists (email/phone) | No | Upload customer list to destination platform |
| App activity | No | Configure app events on destination platform |
| Engagement (video views, page likes) | No | Build engagement audience on destination platform |
| Lookalike audiences | No | Create lookalike from new custom audience on destination platform |
Ad Format Mapping
Ad formats and creative requirements differ across platforms. Whathead maps ad formats to the closest equivalent.Image Ads
- Format Requirements
- Text Requirements
| Platform | Supported Ratios | Recommended Size | Max File Size |
|---|---|---|---|
| Meta | 1:1, 4:5, 9:16, 16:9 | 1080x1080 (1:1) | 30 MB |
| TikTok | 9:16, 1:1, 16:9 | 1080x1920 (9:16) | 10 MB |
| Snapchat | 9:16 only | 1080x1920 | 5 MB |
| 1:1, 4:5, 1.91:1 | 1200x1200 (1:1) | 5 MB |
Video Ads
- Format Requirements
- Video Specifications
| Platform | Supported Ratios | Recommended Size | Max Duration | Max File Size |
|---|---|---|---|---|
| Meta | 1:1, 4:5, 9:16, 16:9 | 1080x1080 (1:1) | 240 min | 4 GB |
| TikTok | 9:16, 1:1, 16:9 | 1080x1920 (9:16) | 60 sec | 500 MB |
| Snapchat | 9:16 only | 1080x1920 | 180 sec | 1 GB |
| 16:9, 1:1, 9:16 | 1920x1080 (16:9) | 30 min | 1 GB |
Carousel Ads
- Platform Support
- Mapping Behavior
| Platform | Carousel Support | Max Cards | Card Ratios |
|---|---|---|---|
| Meta | Yes | 10 | 1:1, 4:5 |
| TikTok | Yes | 10 | 1:1, 9:16 |
| Snapchat | Limited | 3 | 9:16 only |
| Yes | 10 | 1:1, 1.91:1 |
Bidding Strategy Mapping
Bidding strategies determine how platforms optimize ad delivery. Each platform has different bidding options.Bid Strategy Comparison
- Meta → Others
- TikTok → Others
- Snapchat → Others
- Google → Others
| Meta Bid Strategy | TikTok Equivalent | Snapchat Equivalent | Google Equivalent |
|---|---|---|---|
| Lowest Cost | Lowest Cost | Auto Bid | Maximize Conversions |
| Cost Cap | Cost Cap | Target Cost | Target CPA |
| Bid Cap | Bid Cap | Max Bid | Manual CPC |
| Target Cost | Cost Cap | Target Cost | Target CPA |
Bid strategies are mapped to the closest equivalent. Review bid settings after transfer and adjust based on your performance goals and budget constraints.
Budget Mapping
Budgets transfer with adjustments for platform minimums and budget type support.Budget Minimums
| Platform | Daily Budget Minimum | Lifetime Budget Minimum |
|---|---|---|
| Meta | $1 | $1 |
| TikTok | $20 | $20 |
| Snapchat | $5 | $5 |
| $10 | N/A (daily only) |
Budget Type Support
| Platform | Daily Budget | Lifetime Budget | Campaign Budget Optimization |
|---|---|---|---|
| Meta | Yes | Yes | Yes |
| TikTok | Yes | Yes | Yes |
| Snapchat | Yes | Yes | No |
| Yes | No | Yes (Smart Bidding) |
Google doesn’t support lifetime budgets. When transferring campaigns with lifetime budgets to Google, Whathead converts them to daily budgets by dividing the lifetime budget by the campaign duration.
Scheduling Mapping
Campaign scheduling (start and end dates) transfers directly across all platforms. However, platforms handle scheduling differently:| Platform | Start Date | End Date | Ad Scheduling (dayparting) |
|---|---|---|---|
| Meta | Immediate or scheduled | Optional | Yes |
| TikTok | Immediate or scheduled | Optional | Yes |
| Snapchat | Immediate or scheduled | Optional | Yes |
| Immediate or scheduled | Optional | Yes |
Next Steps
Now that you understand field mapping, explore these related topics:Limitations
Learn what doesn’t transfer and how to handle platform capability differences.
Cross-Account Transfer
Transfer campaigns between different ad accounts on the same platform.
Upload Requirements
Review creative asset requirements for each platform.
Platform Comparison
Compare targeting capabilities across all platforms.