Custom Audiences: Web



Partners will send a list of IDs (p_user_ids) to target on behalf of an advertiser. This is accomplished through an ID Sync process that builds a mapping between the p_user_ids and Twitter user ID. This mapping is then used to produce lists of Twitter User IDs that can be used for Targeting. These custom audiences will be made available on the advertiser’s specific @handle specified by the label on Custom Audiences Web campaign setup.

Twitter will provide the secure pixel that can be dropped on partner tags and sites in order to match the IDs (p_user_ids) to Twitter user IDs. Once the ID Sync process is complete, the targeting files will be created by the partner and will be made available to Twitter through a HTTPS endpoint. These targeting files are ingested on a regular basis by Twitter and are then made available in the Twitter UI.

Twitter Secure Pixel

The Twitter secure pixel will look as follows:

p_user_id - xyz represents the partner user ID that is provided by the Partner

p_id - 123 represents the unique ID for the Partner (provided by Twitter)

Partner HTTPS Endpoint & Targeting User File

Partner will need to provide Twitter with a HTTPS endpoint and credentials (username/password) that can be used to ingest the targeting file on a regular basis. A sample HTTPS endpoint will look as follows:


%Y - Format Code for Year (YYYY)

%M - Format Code for Month (MM)

%D - Format Code for Day (DD)

The transmitted data will consist of the following files:

  1. Partner Targeting User File
  2. Targeting Conversion File

All the files will be in the TSV format, where the individual fields of each row are separated from each other by a tab character. Valid field values themselves will never contain the tab character.

Allowed Twitter IP Range:

Here is the range of IPs that can be allowed for access to the Partner Endpoint.


Partner Targeting User File:

Column Number Column Name Column Type Description
1 partner id string The “partner id” is the ID that Twitter provides to the Partner in order to uniquely identify each Partner.
2 advertiser id string The “advertiser id” is the @handle for the advertiser.
3 p_user_id string The “p_user_id” is the unique ID that is used to identify the user by the Partner.
3 confidence score integer The “confidence score” is optional. Our recommendation for confidence score is to use 0-100. If the use case is for retargeting, then a confidence score of “100” is a user who has been directly retargeted. Any score from 0-99 would correspond to the level of confidence of the look-alike.
4 segment label string The “segment label” is optional. Partners can use “segment label” to specify product categories, for example. Our recommendation is to use this “segment label” as this is the human readable name for Custom Audiences in the UI.


Every time we receive a new Partner Targeting File, we expect this to be the full list of users that Partner recommends us to target, not incremental, unless otherwise agreed upon. We will agree with each partner what the frequency of delivery of this Partner Targeting File will be. If we do not receive a Partner Targeting File as expected, we will use the previous version with some pre-defined expiration time.