About the Lead optimization goal

最終更新：2025 年 10 月

The Lead optimization goal for TikTok Direct Messaging Ads is built for businesses looking to drive and capture high-intent customer information directly through TikTok Direct Messages (TTDMs).

Availability

  • The Lead optimization goal is only available in certain regions. The registration country of your TikTok account and your TikTok ad account, as well as targeting countries of your ad campaigns, must be in the following countries or regions:

    • Asia Pacific (APAC): Singapore (SG), Malaysia (MY), Philippines (PH), Thailand (TH), Vietnam (VN), Indonesia (ID), Cambodia (KH), Japan (JP), Australia (AU), New Zealand (NZ)

    • Latin America (LATAM): Argentina (AR), Brazil (BR), Chile (CL), Colombia (CO), Peru (PE), Ecuador (EC), Bolivia (BO), Guyana (GY), Paraguay (PY), Uruguay (UY), Venezuela (VE), Belize (BZ), Costa Rica (CR), Dominican Republic (DO), El Salvador (SV), Guatemala (GT), Honduras (HN), Nicaragua (NI), Panama (PA), Mexico (MX)

    • Middle East, Turkey, Africa, Pakistan (METAP): Saudi Arabia (SA), United Arab Emirates (UAE), Qatar (QA), Oman (OM), Kuwait (KW), Lebanon (LB), Jordan (JO), Iraq (IQ), Israel (IL), Egypt (EG), Sri Lanka (LK), Morocco (MA), Kenya (KE), Algeria (DZ), Nigeria (NG), South Africa (ZA), Pakistan (PK)

  • Auto lead capture must be turned on to use the Lead optimization goal. If it's not turned on yet, you'll be prompted to turn it on during the ad creation process.

Benefits of the Lead optimization goal

  • Seamlessly gather customer details during chats: When users share their contact information, such as name, phone number, or email, TikTok automatically detects and stores the information as a lead, without any manual effort.

  • Leverage enriched lead signals: TikTok will identify and target users similar to your best prospects, improving efficiency, reducing spam conversations, and scaling high-quality lead generation.

  • Streamlined lead management: Captured leads are centralized in TikTok Leads Center and can also sync automatically to your connected CRM, enabling smoother lead management and follow-up.

Understanding lead signals for the Lead optimization goal

Your customers can share contact information in TikTok Direct Messages through two primary methods: directly via the chat conversation or via a lead form in the conversation.


1. Contact information shared in the chat conversation

With the Auto Lead Capture turned on, if a reply contains text that matches common formats (for example: phone number, email), TikTok records it as a lead. TikTok does not read full conversations. Note: If the same user shares multiple contact details, only one lead will be created. Currently, the following fields are auto-detected:

  • Email, Phone, WhatsApp, Instagram, Facebook, Line, Facebook Messenger, Twitter, LinkedIn, Weibo, WeChat, Snapchat

Note: The inline notification "Contact information was updated in Leads Center" is not visible in TikTok Direct Message within MMTs.

About the Lead optimization goal - example image

You can also use the “Mark as Lead” option to manually label a contact as a potential lead.


2. Contact information shared via lead form in Direct Messages

When you add a form to the Direct Messaging Ads campaign, customers can click the form button (bottom left corner) to submit their details. An instant form will open, allowing them to share contact information with you. These entries are also counted as lead signals for the “Lead” optimization goal.

About the lead optimization goal - example 2

Leads from both types of sharing are available in Business Account's Leads Manager, Business Center Direct Message, TikTok Leads Center, and available for download in TikTok Ads Manager.

Available reporting for the Lead optimization goal

  • "Leads" and "Cost per Lead" are reported as "Conversions" and "Cost per Conversion" in TikTok Ads Manager respectively.

  • TikTok reporting follows the last touch attribution. For example, if a user first opens the chat with the business via a "Conversation" goal ad, then later shares contact info via a "Lead" goal ad, this lead is attributed and reported to the Lead goal ad group in TikTok Ads Manager.

  • The default attribution window is 7-day click / 1-day view (adjustable).

Lead optimization goal - reporting screenshot 1

Note: If you are comparing conversion and cost per conversion between "Conversation" goal and "Lead" goal, these metrics are reported by optimization goal type:

  • "Conversation" goal

    • Conversion = number of conversation

    • Cost per conversion = cost per conversation

  • "Lead" goal

    • Conversion = number of leads

    • Cost per conversion = cost per lead

Lead optimization goal - reporting screenshot 2

Next steps