Solution spotlights
TikTok World: Measurement 101
Master the three pillars of our measurement framework to maximize your investment and maintain impact.
The marketing landscape is changing. Brands now need to re-think where and how they show up to maximize investments and maintain impact. TikTok was born into this new marketing landscape, and is the leading force in rewriting the marketing playbook.
Our goal is to help brands make smarter advertising decisions through measurement while driving real, full funnel business impact. To make this a reality, we've structured our measurement solutions into three pillars:
Be safe and seen: These solutions assure brands that their ads are being seen by real people in a safe, fraud-free environment
Build performance: Includes tools and solutions that help advertisers attribute campaign impact and optimize campaign performance
Analyze impact: A group of solutions that help brands understand and unpack the impact of different media investments
1. Be safe and seen
We have extensive partnerships with leading third-party viewability and brand safety vendors. They're there to provide you with the transparency and options you need in order to work with TikTok.
Viewability & Invalid Traffic solutions: Measures the opportunity for a brand ad to be seen by real people.
Brand Safety solutions: Tools to ensure ads are seen adjacent to content deemed suitable by industry standards.
2. Build performance
A variety of TikTok first-party and third-party signal solutions are available to help improve brands' ability to target, measureand optimize on TikTok across web and app.
Web Events: Track conversions from TikTok web campaigns. Eg. Pixel
App Events: Track conversions from TikTok app ads campaigns. Eg. SDK
Attribution Manager: Allow advertisers to choose the attribution window that is right for them.
3. Analyze impact
Brands can leverage these solutions to measure the true value of their advertising investments across funnels.
Brand Lift Studies: Quantify ad campaign impact on brand metrics
Store Visits: Understand incremental foot traffic generated by TikTok campaigns
Sales Lift: Measure incremental offline sales delivered by TikTok campaigns
Media Mix Modeling: Understanding advertising impact across media platforms
👉 Learn more about our measurement framework here.
