The setup requires work in Permutive and the Twitter Ads platform. It's important to ensure you have access to both before starting. You don't need to have a Twitter Pixel installed on your site.


  1. Setting up Audiences in Twitter
  2. Syncing Audiences with Permutive
  3. Using Audiences in Twitter

Setting up Audiences in Twitter

The first step is to create a new Conversion Event you can do this area by clicking Conversion Tracking under Tools on the ads toolbar.

Here you should create a New Conversion Event for every audience you want to use. One at a time. Let's create the first one. 

Give your conversion event a name, select the type custom and the website tag single website tag. You'll also want to check Create a tailored audience.

Change the Attribution window to your preferences, then click Save Conversion Event.

You'll be presented with a website tag. Keep this safe as we'll need it in the next step.

Syncing Audiences with Permutive

The next step is to ensure people are added to the Twitter Audiences correctly, to match your Permutive Segments.

At this stage, we'll assume you already have your segments set up. If this isn't the case, you can learn more about Permutive segments here.

To get a segment into Twitter to use as an Audience you'll need to set up a Reaction. Go to the Reactions section of the Permutive Dashboard. Click + Add Reaction.

Getting the tracking code ready for Permutive

It's much easier to add additional tracking events to Permutive if you've got the Universal Website Tag already installed. Just find the Pixel ID of your conversion event and put it in the code below.

twttr.conversion.trackPid('XXXXX', { tw_sale_amount: 0, tw_order_quantity: 0 });

Putting the Script into Permutive

Go back to the Permutive dashboard, and paste the code you've prepared into Code area.

Select the Segment you want to react to, and select On Entry. Give the reaction a Name then click Save and you're done.

Using Analytics in Twitter

When you return to the Twitter Ads dashboard, you'll see your Website events tag in the list.

As soon as a user triggers the reaction, it will go from unverified to verified. 

Now, go over to Audience Manager. Here you will see the audience related to the tag you just created. As soon as users start populating the audience you can check it's size here.

When creating a campaign, you can find your audience under Add Tailored Audiences. 


Once you've followed this process once, you'll find it much easier to create future Twitter Audiences. If you have any questions, or want help getting set up feel free to email us

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