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TikTok has launched two new ad performance measurement tools.
- Cross-channel partners – Analyze how your ads perform across different online platforms and touchpoints before you buy to understand the overall impact.
- Lift Partners – This evaluates advertising effectiveness on brand metrics, sales, in-store visits, and viewership of programming and media.
Given that traditional last-click attribution models fail to capture 4 out of 5 TikTok purchases, these new features provide marketers with improved insight into the effectiveness of their campaigns on the social platform. designed to provide.
why do we care? A clearer understanding of the customer journey will reveal the return on your ad investments and help you make informed decisions about future ad spend.
cross channel partner. This feature analyzes the impact of his TikTok ads across various marketing touchpoints before purchase. We focus on two main areas:
- Multi-touch attribution: This includes measuring the effectiveness of TikTok ads across digital touchpoints. This gives marketers a deeper understanding of their customers’ path to purchase and helps them identify the most effective channels to achieve their goals.
- Post-purchase survey (PPS): This survey-based tool integrates with e-commerce stores to help advertisers understand how customers discover their products and brands and collect attitudinal metrics (how customers feel about their products). will help you. By using the voice of the customer as a source of truth, PPS helps advertisers gain a more complete picture of attribution and contributes to a deeper understanding of advertising effectiveness.
lift partner. Lift partners evaluate the impact of TikTok ads by focusing on his four key areas:
- Brand lift: It uses an engaging in-feed voting experience to measure the impact of ads on brand lift metrics such as ad recall, awareness, attitude, and favorability.
- Sales increase: Determine how effective your advertising is in driving both online and offline sales. This is especially useful for consumer goods marketers.
- Visiting lift: Measure the number of additional visits to your physical store generated by your TikTok ad campaign.
- Tuning lift: Evaluate the impact of advertising on increasing viewership for a show, movie, or other media content.
Brand Lift is a focus area of the Measurement category and is not a new addition to the program with this launch. It has been part of the program for some time.
Qualifications. To work with a measurement partner for cross-channel and lift solutions or consider joining the TikTok Marketing Partner Program, visit TikTok. Marketing partner website.
What TikTok is saying. Melissa Yang, TikTok’s global head of marketing partnerships and industry education, said in a statement:
- “By partnering with our cross-channel and lift measurement experts, we will be able to better understand consumer behavior from the last click onwards.”
- “Working with our partners will reveal the true impact of your TikTok marketing campaigns while also providing strategic insights that you can leverage to drive meaningful growth for your business.”
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deep dive. Read TikTok’s full announcement to learn more.
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About the author
Nicola Agius is a Paid Media Editor at Search Engine Land, joining the company in 2023. She covers paid search, paid social, retail media, and more. Previously, she served as SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple of her websites. She has over 15 years of experience in the journalism field and previously worked at OK! She has appeared in Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She previously worked with her SEO agency, Blue Array, where she co-authored the Amazon best-selling book Mastering In-House SEO.
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