TikTok for Business - Measurement Guide

Measurement on TikTok A guide to quantifying the true impact of your TikTok ads Let’s get started!

91

%

of users take some form of action after watching content on TikTok, whether it’s liking, commenting or sharing, researching a product or ultimately, making a purchase.(1) As a result, the power of TikTok to grow your business is undeniable. But in an ever-competitive environment, it’s more and more important to be able to quantify the true business value generated by your TikTok ads.

We provide a range of measurement solutions so brands can prove the effectiveness of TikTok as part of their marketing mix.

Performance Measurement Attribution

(Attribution Manager)

Conversion Lift (TikTok)

Store Visit Attribution (Foursquare)

Brand Measurement Brand Lift Study (TikTok, Kantar, Nielsen)

Sales Lift

(Market Lift, LiveRamp)

Media Mix Modeling (Nielsen, Neustar, IRi, Ekimetrics, Analytic Partners)

Brand Safety & Ad Verification Viewability & IVT Verification

(MOAT, DoubleVerify, IAS)

Brand Safety & Suitability

Click / Impression Tracking

(TikTok, OpenSlate, IAS, Zefr)

(MMP, Adform, DCM, FlashTalking,Sizmek)

In this guide, we’ll take you through some of the tools available to help you measure the success of your TikTok campaigns. Whether you’re running a branding, performance, or full funnel campaign, there’s a solution for every step. Let’s dive in... *All solutions are available in major European markets, except for Sales Lift which is currently available in UK, Germany and France (1) TikTok Marketing Science Global Time Well Spent (EU 5 results) conducted by Kantar March 2021

Attribution Attribution is the method of assigning credit for business impact to specific marketing channels.

Knowing how many conversions you’ve driven through a campaign is important.

But knowing where and how those conversions were driven is exponentially more impactful for optimising your campaigns to achieve your business goals. That’s why TikTok offers a range of attribution tools to help track the performance of your TikTok ads.

As advertisers, you can access Attribution Manager within TikTok Ads Manager and select whether you’d like to attribute on the basis of clicks and/or views.

TikTok Attribution Manager enables marketers to select a specific time period to measure success: the click-through attribution (CTA) window can range from one day to 28 days, while view-through attribution (VTA) window options range from one to seven days.

3 in 5 consumers continue their e-commerce journey off the platform after seeing a product on TikTok [2] Remember, TikTok is a short-form video platform powered by discovery, and users often kick off their conversion journey with views rather than clicks. In fact, 3 in 5 consumers continue their e-commerce journey off the platform after seeing a product on TikTok [2], meaning view-through attribution offers better insight into attributing the true value of TikTok as a platform.

Case Study

Why attribution matters Paint Your Life implemented TikTok’s Events API to its pixel to unlock the full potential of attribution on the platform, resulting in a 2x increase in purchase events attributed to TikTok. Read the full case study

(2) TikTok Marketing Science EUI Ecommerce Vertical Research 2022 conducted by GIM

Conversion Lift Study When it comes to answering important questions like “do TikTok ads actually drive web purchases or app installs?” or “how many incremental conversions happen with TikTok ads?”, our Conversion Lift Study (CLS) solution can help analyse the true incremental impact of your lower-funnel conversion campaigns. Our scientific hypothesis testing helps advertisers determine how many conversions occurred as a direct result of their TikTok ads.

How it works: Randomised Control Trial (RCT) Split TikTok audience into two groups, layer on campaign targeting and ensure group comparability Launch study The ad is served to users in the exposed group and held back from those in the Control, while conversions are matched across both Process conversion data App and web conversion data is passed to TikTok for both the Test and Control groups Analyse results Measure the causal conversion impact of users who saw the TikTok ads and process the results in a report, revealing the true incremental impact of the campaign CONTROL GROUP Doesn’t see any sponsored content from the campaign

EXPOSED GROUP Sees sponsored content from the campaign

Case Study

How CLS can drive improved campaign performance Bolt set up In-Feed Ads on TikTok Ads Manager with an app install objective, and then followed this up with a Conversion Lift Study.

+1977 % 95

%

Relative lift in app installs

Incremental conversions Read the full case study

“Our collaboration with TikTok has been a game changer for us.

By incorporating Conversion Lift Study into our TikTok strategy, we can confidently grow our campaigns knowing that we get incremental results and real business value. We’re delighted with the success of this collaboration, and we’re excited about what the future holds.”

Marleen, Performance Marketing Manager at Bolt

Case Study

Measuring upper-funnel impact

9.2 % 7.4

%

Combining brand and performance objectives (brandformance) in full funnel TikTok campaigns can lead to improved performance metrics, when compared to single-objective campaigns(3).

That’s why we also offer a range of measurement solutions for upper-funnel activity. Let’s take a look at Brand Lift Study and Media Mix Modelling.

Brand Lift Study TikTok’s Brand Lift Study is an immersive, in-feed polling experience, with music and motion graphics that help brands quantify the impact of an ad campaign. Brands are able to gain insights on metrics like ad recall, awareness, attitude, favourability and intent.

Read more (3) Enhanced Learning for Brandformance, internal TikTok study

lift in ad recall

lift in brand awareness

4.8

%

lift in brand favourability

Global luxury brand Armani Beauty wanted to raise awareness of its new fragrance, My Way Floral. To truly measure the impact of their upper-funnel activity on TikTok, a Brand Lift Study was included in the campaign.

Read the full case study

Media Mix Modelling TikTok’s Media Mix Modeling Pipeline allows advertisers to ingest data sets formatted for Marketing Mix Models that help them measure the effectiveness and efficiency of their TikTok media spend. This internal tool gives advertisers access to data that they need to make informed decisions about media buys and campaign optimisation.

We’ve partnered with key media mix modelling industry leaders to bring our advertisers more reporting consistency and quality, a streamlined process, and greater insights into the impact of marketing on TikTok.

No matter where you are in your TikTok advertising journey, it’s critical to measure the true impact of your campaigns to better inform your future strategy.

As you plan your next campaign, explore the options in this guide or reach out to your TikTok rep for more information on the solution that’s right for your brand.

Read more

Thank you!

For more tips to supercharge your strategy, follow us on TikTok.