About Deep Funnel Optimization
Deep Funnel Optimization (DFO) for lead generation campaigns helps you optimize both your upper funnel events and deeper funnel events.
Benefits
Deep Funnel Optimization can help you increase the portion of qualified leads your ads generate while acquiring optimal cost-per-qualified-lead performance.
With Deep Funnel Optimization, you can select a secondary event alongside the primary optimization event, which can help improve campaign effectiveness.
Use cases
Deep Funnel Optimization is a good fit for advertisers who want to increase their lead quality by optimizing deeper-funnel conversion signals, while maintaining upper-funnel conversions.
Available settings
Objective | Lead generation |
Campaign setup | - Manual campaign (+ Catalog) - Smart+ campaign (+ Catalog) |
Campaign Budget Optimization | CBO is supported when using Deep Funnel Optimization. |
OS | Android and iOS |
Goal | - Conversion for website form - Form Submission for Instant Form |
Optimization events (1st event) | - Website form: choose from 13 standard lead events (see details in the table below) - Instant form: Form Submission is pre-selected by default |
Deep funnel data connections | - Web - CRM - Offline |
Deep funnel events (2nd event) | All standard events can be optimized for DFO in lead generation campaigns (learn more in the table below) |
Placement | TikTok |
Markets | All markets with auction ads |
Supported standard events for lead ads and DFO campaigns
Below are the predefined standard events that TikTok currently supports:
The first 13 standard events listed are lead generation events and can be optimized as the first conversion event in DFO if leads convert through a web form.
The "Lead" (also labeled as "Form submission" on the campaign creation interface) is pre-selected by default if leads convert through an Instant Form.
The bottom 5 standard events are not lead generation events but can be optimized as the deeper-funnel events in lead generation campaigns through DFO.
Standard Events | Can be optimized in 1st event | Can be optimized in 2nd event |
|---|---|---|
Lead | Yes | Yes |
ViewContent | Yes | Yes |
Contact | Yes | Yes |
CompleteRegistration | Yes | Yes |
Search | Yes | Yes |
AddToWishlist | Yes | Yes |
Subscribe | Yes | Yes |
FindLocation | Yes | Yes |
Schedule | Yes | Yes |
CustomizeProduct | Yes | Yes |
StartTrial | Yes | Yes |
SubmitApplication | Yes | Yes |
ApplicationApproval | Yes | Yes |
AddPaymentInfo | No | Yes |
AddToCart | No | Yes |
Download | No | Yes |
InitiateCheckout | No | Yes |
Purchase | No | Yes |
