How to effectively measure TikTok and maximize your ROI: key principles by Deloitte

The new era of digital engagement

The digital marketing landscape is evolving at an unprecedented pace, with an explosion of data, touchpoints, and technologies reshaping how brands connect with consumers. In this complex and fast-changing ecosystem, Deloitte’s confirms that TikTok has emerged as a game-changer, revolutionizing content consumption through highly engaging short-form videos. With 7 out of 10 users turning to TikTok to discover new brands and products, understanding its impact is no longer optional is a strategic necessity for marketers aiming to optimize their investments and drive measurable business results.

From linear to viral: the evolution of the marketing funnel and the new metrics

To fully leverage TikTok’s potential, brands must adopt a sophisticated measurement framework that accounts for the platform’s unique engagement model. Traditional marketing funnels, structured around Awareness, Consideration, and Conversion, fail to capture the full TikTok’s dynamic user journey, where discovery and action often happen simultaneously:

This nonlinear consumer journey requires brands to rethink how they measure success. Deloitte, working with TikTok, defined measurement strategies to ensure that marketing efforts are translated into tangible, actionable business outcomes.

Deloitte’s strategic measurement framework: the value of holistic measurement

Deloitte’s research underscores the importance of advanced measurement methodologies that apply across TikTok and other digital platforms. Brands that integrate best-in-class measurement solutions gain a more accurate understanding of marketing effectiveness and can optimize investments accordingly. Key components of Deloitte’s recommended measurement approach:

• First-Party Data & Attribution Analytics: as the industry shifts toward a privacy-first environment, Deloitte advises brands to move beyond last-click attribution and adopt holistic, data-driven measurement frameworks that capture the full customer journey across all channels.

• Advanced Tracking Technologies: Solutions such as TikTok Pixel & Event API, along with similar tools across digital platforms, allow brands to track user actions and optimize campaigns in real time. Studies show that implementing these solutions has led to a +19% increase in recorded events and a 15% reduction in cost per action (CPA).

• Incrementality Testing & Lift Studies: through methodologies such as Conversion Lift and Sales Lift studies, brands can measure the true incremental impact of TikTok by comparing exposed vs. control groups.

• Cross-Channel Measurement & Attribution: a Marketing Mix Modeling (MMM) or a Multi-Touch Attribution (MTA) framework is essential to understanding TikTok’s contribution within the broader media mix. Deloitte’s approach helps brands integrate TikTok measurement seamlessly with their overall marketing analytics.

Aligning business objectives with media performance

For CMOs and marketing leaders, Deloitte confirms that success in today’s digital landscape requires a holistic approach that aligns business objectives with KPIs. Brands must move beyond siloed media activations and leverage cross-platform insights to ensure a fully integrated customer experience. According to Deloitte's analysis, to effectively measure media channels using an MMM, it is essential to define a KPI that accurately reflects their behaviour and captures variations and impacts on revenue, sales, app installations, or the chosen business KPI.

In the case of TikTok, it was found that using impressions (instead of investments or clicks) as a variable within the MMM allows for better capture of performance variations. Starting from this and thanks to the implementation of an optimized investment allocation strategy facilitated by MMM, the impacts have been significant:

• 7-20% increase in sources of variance identification, consequently improving the overall model fit

• 44% of advertisers improved ROAS by at least 10% through refined investment allocation strategies

• Brands that dynamically adjust budgets based on MMM analysis achieve 15-30% higher ROAS

Building solid measurement: from fundamentals to excellence

A successful measurement strategy is not static: it requires continuous testing, learning, and adaptation. Deloitte advises brands to adopt a layered measurement approach, using techniques that range from A/B testing and Brand Lift Studies for learner advertisers to Unified-lift and Marketing Mix Models for advanced marketers. At the top level, Marketing Mix Modeling (MMM) serves as a powerful tool, helping brands understand TikTok’s role within their broader media ecosystem and optimize their investments accordingly.

Conclusion: elevating measurement for maximum impact

“At TikTok, we know that measurement drives business growth. This white paper emphasizes the need to say RIP to last-click attribution, adopting smarter methodologies to uncover each channel’s true contribution. With data-driven insights, advertisers can optimize strategies and build sustainable growth”.

Adriano Accardo, Managing Director - GBS Southern Europe

To drive sustained business success, brands must evolve their measurement strategies in alignment with consumer behavior, technological advancements, and industry best practices. Deloitte confirms that TikTok is not just another media platform, but it is a cultural force reshaping digital engagement. By leveraging Deloitte’s expertise in advanced measurement frameworks and integrating TikTok into a comprehensive marketing strategy, brands can ensure their investments deliver measurable, scalable, and sustainable impact.

For a deeper dive into Deloitte’s cutting-edge measurement strategies, download the full paper here and discover how your brand can optimize marketing effectiveness across TikTok and beyond.