The done status in the Ad audience node shows how many customers you successfully sent from Bloomreach to TikTok based on your filters and selected identifiers. It does not show how many customers TikTok matches into the final audience.
TikTok applies its own matching rules after you send the data, so the audience size in TikTok is usually smaller than the number of customers marked as done in your scenario. This behavior is expected.
What you see
- In Bloomreach, the Ad audience node shows the number of customers marked as done for TikTok (for example, several thousand customers).
- In TikTok Ads Manager, the same audience shows a much smaller number of matched users.
Why this happens
Your TikTok audience is smaller because TikTok only keeps users it can match and consider eligible:
-
Lower match rates on TikTok
TikTok has a smaller user base in many regions, so only part of your customer database has an active TikTok account. -
Different identifiers across platforms
Many customers use different emails or phone numbers on TikTok than the ones you store in Bloomreach. TikTok can only match identifiers it recognizes. -
Invalid or unverified identifiers
TikTok accepts only verified, active accounts. Profiles with incomplete or unverified identifiers are ignored.
Because of these factors, the audience size you see on TikTok is usually smaller than the 'done' number in your scenario.
What you can do
To improve your match rate, use a combination of identifiers when building the audience. Sending more than one identifier (for example, email and phone number) increases the chance that TikTok can match at least one of them.