Holistic Measurement
WhenauserviewsanadonTikTok,it'snotalways asimpleclickandconvert.TikTokadviews frequentlyserveasthestartingpointforfurther explorationandpurchasesacrossplatforms. Therefore,aholisticmeasurementapproach involvingtherightsolutionsandpartnersis essentialtoshowingTikTok'strueimpact.
YourPathtoMeasurementSuccess
MeasurementSolutionsOverview
TikTokMeasurementPartners
Keytakeaways
limitationsof
DeterminethemosteffectiveTikToktouchpointsby calibratingattributionwithCLSorPPSresultsorleveraging robustcross-channelmeasurement(MTA,MMM) 1 2 3
orclick-throughattribution
MeasurebeyondlastclicktocaptureTikTok'schannelvalue (includingview-throughimpact)forkeyinvestmentdecisions acrosschannels.
SplitTesting
We'reintroducingnewfeaturestogiveadvertisersmorecontrolover optimizationandstrategyexperimentation.WithSmart+andCustomTesting atthecampaignlevel,A/BtestingbecomesfasterandmoreefficientinTikTok AdsManager,alongwithUIimprovementsforeasiersetup.
InExperimentManager,advertiserscannowcreatecampaign-leveltestswith aself-serveinterfaceandrobustreportingtools.
Smart+SplitTesting
● Overview:Easilysetupasplittesttocompare Smart+performancewithamanuallycreated campaign.
● KeyFeatures:AutomaticallygenerateaSmart+ campaignbasedonaprovidedmanual campaignforapreciseandaccurate comparison.
CustomSplitTesting
● Overview:Createasplittesttocomparetwo differentcampaigns,enablingmoreadvanced measurementscenariosbeyondthecurrentad group-leveltestingexperience.
● KeyFeatures:ConductCampaign-Levelsplit tests(i.e.Reachvs.TrafficObjectives)
ExperimentManager
● Overview:Aself-serveplatformdesignedto streamlineyourmeasurementtesting,starting withSplitTesting.
● KeyFeatures:Effortlesslycreateandmanage campaignlevelsplittestscreatedineither ExperimentManagerorTikTokAdsManager.
AdGroupTestingImprovements
● Overview:UIimprovementstotheadgroup splittestingexperiencefortheCreative, Audience,andBidding&Optimization variables,makeitmoreintuitiveandefficient.
● KeyFeatures:Easilycreateadgroupsplittests fromthecampaignlistwithimprovementsto thesetupflow.
