Since this page was first published, WeChat’s ad targeting options have undergone several updates. The information below reflects the latest targeting capabilities as of April 2026.
WeChat ads can be targeted based on a wide range of user and device-related factors.
WeChat User Targeting Options
- Location
- Location targeting has been expanded with more detailed options:
- Mainland China – Province, city, district, and street-level targeting
- Outside Mainland China – Targeting by continent as well as country/region
- Location targeting has been expanded with more detailed options:
- Age
- Gender
- Educational background
- Behavior, interest, and intent (more on this below)
- Marital status
- Age range of children
Some previously available targeting options—such as work status and job type, home or vehicle ownership status, and whether users follow your account—are no longer supported.
WeChat Device Targeting Options
- Operating system
- Brand (now includes specific device models)
- Price
- Network connection type (Wi-Fi, 5G, 4G)
Some device-related targeting options, such as operator/provider and whether the device was activated within the past 90 days, have been removed.
Targeting WeChat Users Based on Behavior, Interest, and Intent
WeChat has extensive user data because it is used for a wide range of activities, such as payments, messaging, following brands, accessing services, and travel.
When advertising on WeChat, you can target users based on their actual interests and behaviors, as well as their predicted intent.
Custom Tags
Most behavior, interest, and intent targeting is implemented through the many available tags.
For example, searching for “Chinese” (i.e., a “Chinese language class”) may return a tag with tens of millions of users, along with more specific related tags like “Chinese class,” “Study Chinese,” or “Chinese teacher.”
If you manage campaigns directly, this is the interface you will use.
Removed Targeting Options (2026 Update)
Some previously available targeting features are no longer supported:
- Re-targeting based on user interaction or uploaded contact lists
- Spend type (virtual vs. physical purchases)
- Spend level (high or low spend users)
- App-based targeting
WeChat’s targeting options appear to be becoming more streamlined, with fewer manual categories available. The platform seems to be placing more emphasis on automated optimization and industry-based recommendations to match ads with the right audience.