Artlist

The Objective

Understanding TikTok’s Role in Driving Cross-Channel Impact and High-Intent Traffic

Artlist, a top creative platform offering royalty-free music, sound effects, and stock footage for filmmakers and content creators, faced the complexities of B2B advertising.

With long sales funnels and cross-device conversions, Artlist aimed to go beyond TikTok Ads Manager (TTAM) metrics to uncover TikTok’s broader value.

The brand’s goal was to assess TikTok’s impact on key performance indicators such as Google search traffic, website visits, and user registrations across various regions.

The Solution

Leveraging TikTok’s Measurement Tools to Unlock Incremental Value

To tackle the challenge, Artlist employed two advanced methodologies to measure incrementality and isolate TikTok's contribution:

1. Conversion Lift Study (CLS): Tracking Top-of-Funnel Impact Across Channels

Artlist used TikTok’s CLS to analyze metrics like website traffic, branded and generic Google search traffic, and cross-channel influence. Randomized groups (test and control) provided a clear comparison of user actions, enabling precise measurement of TikTok's incremental lift.

UTMs further revealed TikTok's indirect effects, surpassing traditional last-click models.

2. Geo Lift Test: Quantifying TikTok’s Impact with Statistical Precision

In the U.S., Artlist divided the market into two geographically similar groups through machine learning. A substantial increase in TikTok ad spending was introduced to the treatment group while ensuring no other marketing changes. The test, with one- and two-week cooldown periods, isolated TikTok’s effect on website traffic and registrations.

The Results

Remarkable Results Confirm TikTok as a High-Impact Discovery Platform

The studies delivered statistically significant insights into TikTok’s incremental impact:

Conversion Lift Study (CLS):

• 24% lift in total website traffic, proving TikTok’s role in driving discovery.

• 51% lift in Google Search traffic, reflecting TikTok's influence on users across complementary channels.

• 64% lift in website registrations, highlighting TikTok’s ability to attract high-intent users.

Geo Lift Test:

• 11% significant lift after a one-week cooldown.

• 13.7% significant lift after a two-week cooldown, confirming sustained incremental growth.

Artlist's integration of TikTok into its marketing strategy proved transformational. By driving discovery, influencing user behavior across Google, and attracting high-intent traffic, TikTok demonstrated its value as an essential driver of incremental growth at every stage of the funnel.