Advertisers can target their campaigns to specific geographies: countries, regions, metros, cities, or postal codes. 

You can specify your location targeting during campaign setup:

1. Navigate to the "Details" section of campaign setup, under Ad Group
2. Scroll to "Demographics" section
3. Within the "Locations" section, input the geo location(s) you'd like to target. You can target by countries, regions, metros, cities, or postal codes.

Your ads will show to all locations selected, even if they're from the same geography. For example, if you choose to target your campaign to the United States and California, your ads will show to everyone in the United States. If you want only to target individual regions, be sure to only add those regions as targeting criteria to your campaign.

Note: Self-serve advertisers are limited to targeting users in countries where the X Ads product is available, and not all of the countries listed in the geo locations index. For a list of countries available for targeting, please see this article.

X’s geo targeting is based on someone’s recent location. This is a combination of current location and recent location history. X uses several signals - including IP address and GPS signal - for determining whether someone is in a particular geographic location. These signals inform sophisticated machine-learned models that predict a user’s location.

What if the location I'm trying to target isn't available?

If the location you enter does not populate, we recommend adding the closest region or area to target. Some countries do not have granular targeting options (metro, postal code, region) available at this time. 

Why am I seeing impressions served outside my geo location targeting?

Make sure you didn't alter your campaign targeting post-launch. You can do this by clicking into the "History" tab of your campaign. This will show the dates and times you made changes to your campaign. If you add geo location targeting post-launch, impressions would be served all over the world during that intial time of serve.

Additionally, you may notice that in some instances, the sum of all locations does not account for all of the campaign spend. This is due to the small attribution loss we experience when breaking out billing and targeting data. Please note that although every ad impression is served to your targeting specifications, there may be a 1-3% loss in the segmented spend data we display in the dashboard. We apologize for any inconvenience this causes. 

You can select if you'd like to serve to any gender, Males, or Females in your campaign. 

To make this selection:

1. Navigate to "Demographics" under Ad Group details
2. Choose the gender option you want to target
3. The selected option will appear blue

We use the gender provided by people in their profiles, and extend that data to other people based on factors of account likeness to determine the gender of people haven't manually entered their preferred gender.

This targeting option gives advertisers the ability to reach people based on the language(s) that they understand. We derive a person’s language from a number of different sources - including the language selected in their profile settings and the languages that correspond to their activity on X. If we infer that a person understands multiple languages, they will be targetable by each language. 

To target a language:

1. Navigate to "Demographics" under Ad Group details

2. Click into the search box under the "Language" header

3. Search or scroll through the options and click the checkbox next to any languages that you want to target

If selecting more than one language, you will be targeting people who understand at least one of the languages chosen. For example, if you select English and French, your campaign will serve to people who understand English or French. 

We currently offer 46 different languages to choose from:

Age targeting allows you to select the age range you want to target. We collect age data based on the birthdates people have entered on their X profile. For users who have not provided their birthdays,  we extend our age inference to these users based on a number of attributes such as the accounts they follow and their interests.

To target an age group: 

1. Navigate to "Demographics" under Ad Group details
2. Under the "Age” section, you can choose "All ages" or "Age range"
3. If targeting an age range, set the minimum and maximum age you’d like to target.

Geo location, gender, language, and age targeting are all subtractive, or "AND", targeting types. This means that all the parameters you set for these targeting types will be respected.

For example, if you choose United States + Males + 18 to 50, your campaign impressions will only serve to males 18 to 50 years old who are in the United States. Even if you add on additional targeting beyond demographics, such as keyword or interest targeting, only males aged 18 to 50 in the United States who also match your other targeting will see your ads.