Audience targeting — countries, age, interests

Audience targeting in Wevion supports the basics every platform needs: geo (countries, cities with radius, regions), demographics (age, gender), interests (platform's taxonomy), and custom/lookalike audiences (see cc-110 + cc-111). For EU geo: DSA fields become required.

Who is this for

Mediabuyers configuring audience for any campaign. The audience determines who sees your ad — the most consequential targeting decision.

What Wevion's targeting covers

Verified apps/backend/src/dto/request/bulk-launch.request.dto.ts:

Geo

Cities require radius 10-80km (verified DTO constraints).

Demographics

Some platforms restrict age (Meta minimum 13 for most). Special ad categories restrict further (housing/credit/employment cannot narrow by age/gender — see cc-120).

Interests

Pick from platform's interest taxonomy (drop-down with search). Add 1-5 interests for focused targeting. Too many interests = narrower audience.

Common categories:

• Lifestyle (fitness, travel, food, fashion)

• Industries (tech, finance, healthcare)

• Behaviors (online shoppers, frequent travelers, mobile gamers)

• Life events (recently engaged, new homeowner, new parent)

Languages

Some platforms allow language targeting (default: language of the country). Useful for multilingual markets (e.g. target English speakers in non-English countries).

In Wevion's launchers

Express

Audience step (3 of 6):

• Country selector (single primary + add more)

• Age range slider (default 18-65)

• Gender selector (default All)

• Interest tags (search + add 1-3)

Simple, focused, opinionated.

Pro

Per-adset audience configuration:

• All Express fields

• Plus: regions + cities + radius

• Plus: custom audiences (lookalike + retargeting — see cc-110)

• Plus: placement targeting

• Plus: device targeting (mobile / desktop / tablet)

• Plus: language

Bulk Launch

Grid columns per row:

• target_country, target_countries, target_regions, target_cities

• min_age, max_age, gender

• (Interests typically set via template or per-platform field)

Audience size estimate

Wevion shows the estimated audience size as you configure (queries platform's estimate API):

• < 1.000: too narrow — AUDIENCE_TOO_NARROW validation error

• 1.000-10.000: very narrow — high CPM

• 10.000-100.000: narrow, suitable for retargeting

• 100.000-1.000.000: well-sized, good for testing

• 1.000.000-10.000.000: broad

• > 10.000.000: very broad, suitable for awareness

Sweet spot: 100K-1M for testing; expand for awareness or narrow for retargeting.

DSA fields for EU

When target_country is in EU (or any EU country in target_countries):

• dsa_beneficiary becomes required (who benefits from the ad)

• dsa_payor becomes required (who pays for it)

Verified DTO + validated by Wevion pre-flight. Without these: publish blocked.

See cc-120 EU compliance for full DSA context.

Special ad categories

If your ad is in a regulated category (US regulations), declare it:

SpecialAdCategory enum (verified):

• CREDIT (loans, credit cards)

• EMPLOYMENT (job offers)

• HOUSING (real estate, rentals)

• SOCIAL_ISSUES_ELECTIONS_OR_POLITICS (political ads)

Restrictions:

• No narrow audience targeting (no age, gender, ZIP code targeting for housing)

• Limited interest targeting

• Authorized advertiser status required for politics (separate verification with Meta)

If you declare wrong category: ad rejected by platform, account may face penalties. Declare honestly.

Custom audiences

Beyond basic targeting, Wevion supports custom audiences created on the platform side:

• Custom Audience (Meta) / Customer Match (Google) — upload customer list (emails hashed)

• Website Custom Audience — pixel-based retargeting (see cc-111)

• Engagement Audience — engaged with Page / IG / Video

• Lookalike Audience — built from a source — see cc-110

These are created in the platform (Meta Business Manager, Google Audience Manager) and surfaced in Wevion's audience selector.

Targeting best practices

Start broader, narrow with performance

• Don't over-narrow at launch (platform needs reach to optimize)

• Let 50-100 conversions accumulate

• Then narrow based on which sub-audiences performed

Don't over-stack interests

• 1-3 interests sweet spot

• 5+ interests = very narrow + high CPM

• One precise interest usually beats five vague ones

Exclude existing customers

For acquisition campaigns: exclude existing customers (custom audience) to avoid wasting ad spend on people who already converted.

Test audiences side-by-side

For new audiences: use ABO (cc-107) to give each audience equal budget for fair test. After 50+ conversions per adset, decide which to scale.

Common mistakes

• Country selector + cities mixed-up: pick countries OR specific cities, not both (city implies country)

• Age range too narrow (e.g. 25-26): too few people, high CPM, slow learning

• Too many interests at once: AND vs OR matters — platform may interpret too narrowly

• Forgetting DSA fields for EU: blocks publish

• Wrong special ad category: leads to ad rejection or account restrictions

What you'll see

In Express:

• Audience size estimate updates as you change fields

• Country dropdown with search

• Age slider 13-65+

• Interest search with suggestions

• Validation feedback inline

In Pro:

• Full per-adset audience config

• Custom audience selector

• Audience overlap warning if adsets compete for same users

Cross-platform notes

Wevion abstracts common fields but per-platform specifics surface in Pro mode.

Related

• Lookalike audiences — scale from a source

• Retargeting audiences — re-engage past visitors

• EU compliance — DSA fields — EU geo requirements