> Quick answer: App Activity custom audiences target TikTok users who completed specific in-app events. Set one up in Assets > Audience inside TikTok Ads Manager. You need at least 1,000 matched users to run ads to it.
What Is App Activity in TikTok Ads Manager?
App Activity turns your own app data into a targetable audience inside TikTok Ads Manager.
Definition and key concept
Per TikTok's Business Help Center, App Activity is a Custom Audience type. It targets users who completed specific events within your app. Think installs, purchases, logins, and add-to-cart actions.
How it differs from other custom audience types
Other Custom Audience types pull from uploaded files, website behavior, or TikTok engagement data. App Activity pulls from in-app event data. That data flows in through a third-party tracking platform connected to TikTok Ads Manager.
Minimum audience size requirement
TikTok requires a minimum of 1,000 matched users before you can target a Custom Audience in an ad group. Build the audience, wait for it to populate, then activate it.
Why Use App Activity Custom Audiences?
Warm audiences cost less to reach and convert at a higher rate than cold traffic.
Retargeting lapsed or inactive users
Users who installed your app and went quiet already know your brand. A targeted ad brings them back faster than any cold campaign.
Re-engaging existing customers for repeat purchases
Past buyers need less convincing. App Activity lets you isolate purchasers and serve them a well-timed offer when they are ready to buy again.
Improving return on ad spend (ROAS) with warm audiences
Per TikTok's Custom Audiences documentation, these segments are built for retargeting leads, re-engaging past customers, and cutting wasted impressions. Fewer irrelevant impressions means better ROAS.
Available Events for App Activity Audiences
TikTok tracks more than 15 standard in-app events you can build audiences from.
Event types TikTok tracks
Common events include Install, Launch App, Login, Registration, Complete Tutorial, Add to Cart, Add to Wishlist, and Purchase. Choose the event that matches the behavior you want to act on.
Tracking prerequisites and third-party integration
App Activity requires a third-party tracking platform connected to TikTok Ads Manager. Enable in-app event tracking inside your measurement partner before building any audience. The Install event posts back by default. All other events depend on your specific tracking configuration.
How to Create an App Activity Custom Audience
Follow these six steps inside TikTok Ads Manager.
Step 1: Navigate to Assets > Audience
Log in to TikTok Ads Manager. Click Assets in the top navigation. Select Audience from the dropdown.
Step 2: Create a new Custom Audience
Click Create Audience. Select Custom Audience from the options presented.
Step 3: Select App Activity
Choose App Activity as your audience source.
Step 4: Define event type, app ID/name, and time period
Under the Include section, pick your event type. Select your app name or ID. Set the lookback window to define the time period you want to capture.
Step 5: Broaden or narrow with additional rules
Use OR logic to broaden your audience by including users who completed any of several events. Use AND logic to narrow it by requiring users to have completed more than one event. Per TikTok Ads Manager guidance, both options are available directly in the rule builder.
Step 6: Configure auto-refresh and name your audience
Auto-refresh is on by default. It continuously adds new qualifying users as they complete the target event. Give your audience a clear, descriptive name. Then save.
Common Use Cases and Best Practices
Precise segmentation is what separates efficient retargeting from wasted spend.
Targeting users who installed but never launched
Build a segment using the Install event. Exclude users who also completed the Launch App event. This group is your highest-priority re-engagement target.
Re-engaging users who haven't purchased in 30+ days
Set the event to Purchase with a 30-day lookback. Exclude users who purchased in the last 7 days. What remains is your lapsed-customer segment.
Excluding recent purchasers to avoid redundant spend
Add an exclusion rule for anyone who purchased in the past 7 days. This prevents discount ads from reaching people who just paid full price.
Combining multiple event rules for precision
Stack AND rules to reach high-intent users. For example: Added to Cart AND did NOT Purchase. That segment is primed to convert with the right creative.
Next Steps: Launch Campaigns to Your App Activity Audience
Your audience is ready once it hits 1,000 users. Now pair it with campaigns that actually convert.
Using Campaign Launcher to target your new audience
Activate your App Activity audience in any TikTok ad group under the Custom Audiences section at the ad group level. Coinis Campaign Launcher does not publish directly to TikTok today (TikTok is on the roadmap). It is, however, the fastest way to build polished, on-brand creatives and copy. Generate your assets in Coinis, then upload and launch inside TikTok Ads Manager in minutes.
Creating high-impact creative for re-engagement
Re-engagement ads need to feel personal and relevant. Coinis generates creative from your product URL and Brand Profile. Headlines, body copy, and ad images built for the moment, whether you are running a win-back offer or pushing a loyalty reward.
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Frequently Asked Questions
How many users do I need to activate an App Activity custom audience on TikTok?
TikTok requires a minimum of 1,000 matched users before you can target a Custom Audience in an ad group. If your audience is below that threshold, wait for more users to qualify, or broaden your event rules and time period.
Do I need a third-party tracking platform to use App Activity audiences?
Yes. App Activity audiences rely on in-app event data collected by a third-party measurement partner connected to TikTok Ads Manager. The Install event posts back by default, but all other events (Purchase, Add to Cart, etc.) require you to enable them inside your tracking platform first.
How does auto-refresh work for App Activity audiences?
Auto-refresh is enabled by default. It automatically updates your audience with new users who complete the target event after the audience is created. You do not need to rebuild the audience manually.
Can I combine multiple event rules in one App Activity audience?
Yes. Use OR logic to include users who completed any of several events (broadens the audience) or AND logic to require users to have completed multiple events (narrows the audience). Both options are available in the TikTok Ads Manager rule builder.