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Target markets

Which countries Monk scans for winning ads, and how to set them.

A market is a country you sell to, written as a two-letter country code such as NL, DE, or US. Your markets tell Monk which countries to search for competitor ads in. You set them during onboarding, and you can change them any time in Settings.

How the tags work

Onboarding starts you with three tags, EU, UK, and US. Two of them are shortcuts that expand into country codes behind the scenes.

TagExpands to
EUAll 27 EU countries
EEAThe 27 EU countries plus Iceland, Liechtenstein, and Norway
UKGB
USUS

EU saves you from typing 27 codes. It covers AT, BE, BG, HR, CY, CZ, DK, EE, FI, FR, DE, GR, HU, IE, IT, LV, LT, LU, MT, NL, PL, PT, RO, SK, SI, ES, and SE.

Anything else you type is treated as a country code and used as is.

Set your markets

  1. Open the Markets step in onboarding, or Settings in your brand.
  2. Remove any tag you do not sell to by clicking the x on it.
  3. Type a country code, for example NL, and press Enter to add it.
  4. Repeat for every market you sell to.

Keep it to the countries you actually sell in. A market you do not sell to pulls in competitors you do not compete with.

Removing EU and adding only NL and DE is the right move if those are your two markets. Keeping EU is the right move if you ship across the bloc.

What markets change

  • Which competitor ads Monk finds. Monk searches the Meta Ad Library for ads that reached your markets. An ad shows up if it ran in at least one of them.
  • Which brands surface as competitors. Competitors are discovered from the ads running in your markets, so a narrower market list gives you a more relevant set.

Markets do not change the language of your ads. That is a separate setting, see Set your ad copy language.

Coverage outside the EU and UK

Meta publishes every ad running in the EU and the UK, which is what makes competitor discovery work there. Outside those countries, Meta's public Ad Library only returns political and social-issue ads, so commercial ads from your competitors are not available through it.

In practice, Monk finds the most winning ads for brands selling into the EU and the UK. You can still list other markets, but expect thinner competitor coverage there.

Related

Last updated 2026-07-13