About the Lead optimization goal

最近更新时间：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.

了解适用于“线索”优化目标的线索信号

客户可通过两种主要方式在 TikTok 私信中分享联系人信息：直接通过聊天对话，或通过对话中的线索表单。


1.在聊天对话中分享的联系人信息

启用“自动收集线索”功能后，如果回复包含符合常见格式的文本（例如：电话号码、电子邮箱），TikTok 会自动将其记录为线索。TikTok 不会读取完整的对话内容。注意：如果同一个用户分享多个联系详细信息，仅会创建为 1 条线索。当前支持自动检测 18 个字段：

  • 电子邮箱、电话号码、WhatsApp、Instagram、Facebook、Line、Facebook Messenger、Twitter、LinkedIn、微博、微信、Snapchat

注意：在消息管理工具中的 TikTok 私信内，不会显示“已在线索管理中心更新联系人信息”的内嵌通知。

About the Lead optimization goal - example image

你也可以使用“标记为线索”选项，手动将联系人标记为潜在客户。


2.通过私信中的线索表单分享的联系人信息

当你在私信推广系列中添加表单时，客户可点击表单按钮（左下角）提交个人详细信息。这时会弹出即时表单，供用户与你分享联系人信息。这些条目同样计为“线索”优化目标的线索信号。

About the lead optimization goal - example 2

通过以上两种方式分享的线索均可在企业号的线索管理工具、商务中心私信、TikTok 线索管理中心内查看，并可通过 TikTok 广告管理平台下载。

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