TikTok Works: Driving Business Outcomes with Signals
With over a billion users worldwide, TikTok has become a go-to destination for people seeking entertainment, inspiration, education, and even shopping opportunities. What sets TikTok apart is its ability to transcend the digital screen, influencing behaviors and shaping trends beyond the app itself. Across APAC, users are 1.5x more likely to buy an item after seeing an ad on TikTok [1], and the ability to provide relevant experiences is the driving force behind TikTok's superpower. In fact, TikTok users claim to be 1.6x less likely to skip an ad due to its engaging formats [1].
These user behaviours present tremendous opportunities for TikTok advertisers (like you), and signals play a crucial role in helping you to unlock the full potential of your advertising efforts. Indeed, brands like Frestea and Cadbury have successfully leveraged Signals to reveal purchase patterns and motivation of new customers to drive their remarketing efforts.
By expanding your measurement toolkit with signals, you can also get better at targeting users at different stages of the conversion journey to optimise campaign performance. Lorna Jane is one such advertiser that saw its ROAS quadruple after switching to a nurtured account strategy with the help of Signals.
Last but not the least, Signals allow you to unlock advanced solutions like Value Based Optimisation (VBO) and Video Shopping Ads (VSA) to drive conversion. See how YOUKNOW. Clothing, a streetwear brand from New Zealand, reduced their CPA by 57% with VSA.
How then can you get connected?
TikTok's Signals Solutions prioritise safety and privacy by design so that our advertisers can maximise ad performance, while honoring users' privacy. There are two main methods to get connected: Events API and TikTok Pixel, and advertisers have full control over the data they share via each connection method.
TikTok works with industry leading and vetted partner platforms (like Shopify, Tealium and Google Tag Manager) to provide a quick and turn-key onboarding experience for advertisers who are already using their services. Check out Partner Integrations for Web Conversions one-pager to access the latest plugins and installation instructions with our major partner platforms.
Direct Integration methods are also available if you are looking for utmost control over how your website is integrated with TikTok. Click on the links to see our implementation one-pagers:
Pixel (Custom Code): is a 4-step process that gives advertisers maximum flexibility to tailor event rules that best fit their intended campaign or website user flow. Requires technical resources to install and complete the set up.
Pixel (Events builder): leverage Events Builder tool within TikTok Ads Manager to map your user journey via click and URL events. This is an alternative solution to custom code if you do not have access to heavy technical resources.
Events API (Direct integration): a server to server set up designed to give advertisers control over data configuration. Requires technical resources to install and complete the set up.
Need help figuring out which is the most suitable integration route for you? Use our Signals Self Diagnosis Tool to find out.
Our recommendation is to use a combination of both Events API and TikTok Pixel. Advertisers who concurrently leveraged both tools have achieved remarkable results, including a 19% increase in incremental events and a 15% improvement in Cost Per Action (CPA). This means they are capturing more key actions from their audience, providing richer data for optimization, and this has helped their advertising spend become more efficient and effective.
Still unsure of what to do? Get in touch with your sales team for further troubleshooting help.
Sources
TikTok Commissioned Study, Engagement to the Power of Joy, SEA, 2021, conducted by Nielsen IQ