Still using Custom Identity? Transition to a TikTok F.I.R.S.T. presence

At a time where every media pound is under the microscope, CFOs and shareholders are demanding more than just "impressions". They want proof of growth. Yet, as we drown in more data than ever, clarity has actually decreased. 2/3 of marketing leaders now report record level uncertainty regarding their investment impact.To cut through the confusion, TikTok teamed up with Ebiquity to conduct an independent econometric analysis of ten major UK brands across the Retail and Telco sectors. The goal was not just to see if TikTok works, but to understand why it works and how to balance the scales between efficiency and effectiveness.

The New Rules of Measurement

For too long, ROI has been treated as the be-all and end-all. In reality, it is just the starting point. A high ROI from cheap inventory can mask a lack of actual sales uplift, while a lower ROI on premium formats might be driving the breakthrough impact a brand needs to grow.

Source: TikTok x Ebiquity: Beyond ROI: Understanding what drives TikTok Performance, 2026

So, how can brands move beyond surface level metrics to drive real bottom line results? Here are the strategic pillars from our latest research:

1. Stop chasing the efficiency trap

Low CPMs do not always equal better value. Our analysis found that premium formats like TopView and Pulse carry higher media costs but deliver higher revenue per impression compared to standard formats.

• Match your format to your objective, not the lowest price tag.

• If you need a breakthrough launch, premium formats justify their cost by driving significantly higher impact per impression.

• If you need to sustain brand impact over longer periods of time, utilise auction formats.

• The best approaches utilise a mix of objectives fitted to campaign and business goals.

1. Context is your secret weapon

Not all views are created equal. While Pulse and standard formats can achieve similar view-through rates, the revenue generated per view for Pulse significantly surpasses standard activity. The contextual relevance of the ad creative makes the ad work harder. Placing ads alongside trending, culturally relevant content influences business outcomes more than engagement rates alone.

2. Creative quality is the primary driver

There is a direct, statistical correlation between average play duration and revenue. Simply put, the longer you keep their attention, the more you sell.

• Hook your audience: Capture their attention with showmanship qualities that draw them in.

• The 2 second rule: Show your brand identity within the first 2 seconds.

• Keep it snappy: Aim for a total duration under 25 seconds.

• Native first: Design for sound on viewing and create platform native content rather than repurposing TV ads.

• Context is key: Ensure the content of your video aligns with your Pulse lineup context.

You can learn more about our research into creative quality on TikTok here

3. Harness the Power of Channel Synergy

TikTok does not have to run in isolation. For retail brands, TikTok ROI actually increased when running alongside TV. TV builds the broad awareness that primes the audience, making TikTok’s immediate emotional connection even more effective.

• Use TV and TikTok together to amplify your message and capture fragmented attention during those dual screening moments

4. Accurate granular data leads to accurate granular measurement

TikTok provides advertisers with accurate and granular data designed for MMM measurement agencies and practitioners to use. This granular data can be accessed via the TikTok MMM API or directly from the TTAM MMM Data Pull with your brands ad account. This is the key to unlocking the full potential of your measurement and building the best strategy moving through 2026.

Some helpful resources, MMM Blog post and TikTok MMM Instructions for API and Ads Manager UI

The Practical Measurement Checklist

Before your next campaign, use this checklist to ensure you are measuring for impact, not just efficiency:

• Data Integrity: Ensure TikTok data is sourced directly from the platform API for format and objective level detail.

• Modelling Structure: Separate TikTok as a distinct variable rather than grouping it into a general social bucket.

• Attribution Scope: Ensure you are capturing both online and offline sales impact to avoid understating the true commercial contribution.

• Objective Alignment: Optimise for business outcomes like revenue and sales rather than platform metrics like completion rates.

• Creative Retention: Monitor average play duration as a lead indicator of both memorability and sales response.

Read the full report here