About TikTok One Campaign Reporting

Brands on TikTok One can use Campaign Reporting to access detailed reports of their branded content campaign performance.

How to access the Campaign Reporting dashboard

• Log into TikTok One.

• From the top menu, hover over Tools and select Reporting.

• Select the campaign you wish to view analytics for.

The Campaign Reporting dashboard consists of four tabs: Overview, Ads performance, Video completion, and Audience.

Reports update frequency

The reports in the Overview and Ads performance tabs are updated in real time. Other reports are updated daily or every seven days. There may be a 24- to 48-hour delay between the current date and the displayed timestamp due to time zone differences.

Overview metrics definitions

• Total video views: Total number of times the campaign or video has been watched.

• Organic video views: Total number of views acquired through organic delivery, and not through Spark Ads.

• Paid video views: Total number of views acquired through Spark Ads.

• Engagement rate: The percentage of the audience who interacted with the campaign or the video. It is calculated by dividing the number of interactions (likes, comments and shares) by the total number of video views.

• Organic engagement rate: The percentage of the audience who interacted with the campaign or video through organic delivery. It is calculated by dividing the number of organic interactions (likes, comments, and shares from non-paid views) by the total number of organic video views.

• Paid engagement rate: The percentage of the audience who interacted with the campaign or video through Spark Ads. It is calculated by dividing the number of paid interactions (likes, comments, and shares from paid views) by the total number of paid video views.

• Likes: Total number of likes associated with the campaign or video.

• Organic likes: Total number of likes generated through non-paid (organic) delivery.

• Paid likes: Total number of likes generated through Spark Ads.

• Comments: Total number of comments associated with campaign or video.

• Organic comments: Total number of comments generated through non-paid (organic) delivery.

• Paid comments: Total number of comments generated through Spark Ads.

• Shares: Total number of shares associated with the campaign or video.

• Organic shares: Total number of shares generated through non-paid (organic) delivery.

• Paid shares: Total number of shares generated through Spark Ads.

Ads performance metrics definitions

These insights are sourced from your ad account in TikTok Ads Manager.

• Impression tracking: The number of times your campaign appeared on screen.

• CPA (cost per acquisition): The average amount spent per conversion.

• CTR (click-through-rate): The percentage of viewers who clicked through the landing page after seeing a video of the campaign.

• CVR (conversion rate): The percentage of conversions relative to all impressions for the campaign.

• ROAS (return on ad spend): A measure of revenue generated for each dollar spent on the campaign.

• Cost: The estimated total expenditure on the campaign.

Video completion metrics definitions

• Video completion rate: The percentage of viewers who watched a video in its entirety. It is calculated by dividing the number of complete video views by total number of video views.

• Unique viewers: The number of unique viewers who watched the video or at least 1 video from the campaign.

• Total Play Time: The cumulative amount of time users spend watching the campaign or video.

• Average view time: The average duration users spend watching the campaign or video, calculated by dividing the total play time by the number of views.

• 2-second video views (in TikTok One): Percentage of views that lasted more than 2 seconds. Calculated as the number of views that lasted more than 2 seconds divided by views. Note: In TikTok Ads Manager, the 2-second video views metric represents the absolute number of views rather than a percentage.

• 6-second video views (in TikTok One): Percentage of views that lasted more than 6 seconds. Calculated as the number of views that lasted more than 6 seconds divided by views. Note: In TikTok Ads Manager, the 6-second video views metric represents the absolute number of views rather than a percentage.

• View sources: Breakdown of how viewers were exposed to the campaign or video.

Anchor metrics definitions

Overall anchor metrics

• Anchor views: Total number of times the anchor has been viewed.

• Anchor click-through rate: The percentage of times viewers clicked on the anchor after seeing it.

• Anchor clicks: Total number of clicks on the anchor.

• Download or CTA click-through rate: The percentage of times viewers clicked on the Download or CTA button after visiting the anchor landing page.

• Download or CTA button clicks: Total number of clicks on the Download or CTA button.

• Unique anchor views: The number of unique viewers who saw the anchor.

• Anchor conversion rate: The percentage of unique users who clicked on the anchor after viewing it. It is calculated by dividing the unique anchor clicks by the unique anchor views.

• Unique anchor clicks: The number of times the anchor was clicked by distinct users.

• Download or CTA conversion rate: The percentage of unique users who clicked on the Download or CTA button after visiting the anchor landing page.

• Unique Download or CTA button clicks: The number of unique users who have clicked the Download or CTA button.

• Page views: The number of landing page views resulting from anchor clicks in this video.

• Unique page views: The count of unique users who visited the landing page after clicking the anchor in this video.

Gaming anchor specific metrics

• Event card views: The total number of times event cards have been viewed.

• Unique event card views: The number of individual users who have viewed event cards.

• Event card clicks: The total number of clicks on event cards.

• Unique event card clicks: The number of unique users who clicked on event cards.

• Event click-through rate: The number of event card clicks divided by the number of event card views.

• Install: The number of first-time installs your game has received.

• Re-install: The number of times your game has been reinstalled by users who previously installed it.

• Re-engagement: The number of reactivated users who had installed your game but were inactive or had not played it.

• App-opening: The total number of times your game has been opened on user devices.

Audience metrics definitions

• Gender: Distribution of male and female viewers.

• Age: Breakdown of viewer age groups.

• Device OS: Viewer distribution by device operating system.

• Countries or regions: Viewer distribution by country or region.

• Top 3 countries or regions: The three countries or regions with the highest share of viewers.

• Top 10 audience interests: The top 10 interest categories of viewers, which align with the categories available for Interest Targeting in TikTok Ads Manager.

How to export

Click Export report found on the top-right of your screen to download the data in CSV format.