Replication Data for: Missing the Target? Using Surveys to Validate Social Media Ad Targeting

Facebook ads are increasingly used by political scientists as a method of survey recruitment. A key advantage is said to be the ability to recruit targeted audiences defined by demographics, political beliefs, location, and numerous other attributes. The same feature has been decried by non-researchers concerned about potential racial discrimination and foreign influence in elections. The extent to which these ads actually reach their targets, however, is unknown. Using a series of 6 surveys and 20 targeted ads, I show these ads regularly fail to reach their targets. The success rate ranges from 23% to 99%, and ads targeted toward groups defined by self-reported data and broader geographic locations are generally more successful.