In TikTok Ads Manager, Shop Ads are automatically available to all advertisers in Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam. If you do not have an ad account, you can create one by going to the sign up page.
Shop Ads are only available under the Product Sales campaign objective. When creating a new campaign, always select the Product Sales objective with TikTok Shop as the product source. There are 3 types of Shop Ads:
Understanding Shop Ads Attribution
For Shop Ads which use 7-day click, 1-day view attribution (7D CTA, 1D VTA):
A purchase is attributed to ads only if the user who submitted the order has clicked an ad of the same shop in the last 7 days (168 hours) and/or has viewed an ad of the same shop in the past day (24 hours). If not, the order will not be attributed to ads.
If the user has clicked and/or seen multiple ads from the same shop, we will only attribute the purchase to one ad according to the following logic:
Click takes precedence over View
For example, the user clicks on ad A 50 hours ago and views ad B 1 hour ago. Result: Attribute to ad A, the ad click touchpoint.
First within Click and then within View, recency takes precedence.
For example, the user clicks on ad A 50 hours ago and clicks on ad B 1 hour ago. Result: Attribute to ad B, the most recent ad click touchpoint.
With this logic, one order will not be attributed to multiple Shop Ads.
For Shop Ads which use a different attribution setting, purchases will be attributed according to the attribution setting:
For example, 7-day click, off view attribution (7D CTA, Off VTA) is used: A purchase is attributed to ads only if the user who submitted the order has clicked an ad of the same shop in the last 7 days (168 hours). If not, the order will not be attributed to ads.
The attribution setting is customized during ad group creation and cannot be changed once the ad group has been published.
Understanding Shop Ads Reporting Time
The reported Shop events are Purchases, Checkouts Initiated, Adds To Cart, and Product Page Views. These metrics, as well as Conversions, are reported based on the time of the attributed ad click/impression.
On the other hand, the Real-Time Conversions metric is reported based on the time when the conversion actually happened.
For example, the buyer clicked the attributed ad on Monday, then on the next day submitted the order.
When the reporting is filtered for Monday, the Purchase count and Conversion count will be reported.
When the reporting is filtered for Tuesday, the Real-Time Conversion count will be reported.
Understanding Shop Ads Gross Revenue definition
The purchase value (Gross Revenue) attributed to Shop Ads is the amount the user pays, less any sales taxes, plus TikTok Shop platform product subsidies provided to the user.
If there are no TikTok Shop platform subsidies, this will be equivalent to the final price that the user pays inclusive of any shipping costs, less any sales taxes.
Example 1 (Without subsidies) | Example 2 (With subsidies) | |
|---|---|---|
Cost Breakdown | - Item Pre-Discounted Price: $20 - Seller Discount: -$5 - Shipping Fees: +$1 - Taxes: +$2 | - Item Pre-Discounted Price: $20 - Seller Discount: -$5 - TikTok Shop Discount: -$0.5 - Shipping Fees: +$1 - TikTok Shop Shipping Discount: -$0.3 - Taxes: +$2 |
Final Amount Paid by user | User pays = $18 | User pays = $17.2 |
Ad Gross Revenue | Gross Revenue = $18 - $2 = $16 | Gross Revenue = $17.2 - $2 + $0.5 = $15.7 |
In summary, your ad purchase value (Gross Revenue) stays consistent regardless of TikTok Shop platform product subsidies, giving an accurate reflection of the gross revenue received via ads.
Understanding Shop Ads Return on Ad Spend (ROAS)
Shop Ads ROAS is defined as:
Total Gross Revenue attributed to an ad or group of ads / Total Cost for this ad or group of ads.
Shop Ads ROAS = Ad Gross Revenue / Ad Cost.
It is a measure of your ad effectiveness in generating revenue for your business for every dollar spent.
Viewing Shop Ads Reporting
On the Campaign page, select TikTok Shop Ads in the column's dropdown to quickly view key Shop Ads metrics. The updated metrics will be shown upon selecting TikTok Shop Ads.
For more details, refer to View Shop Ads Reporting.
FAQs
If ad credits are used when I run ads, does this affect the reported Shop Ads metrics?
The attribution of gross revenue, purchases, initiate checkouts, add-to-carts, product details page views, etc. are not affected by whether ad credits are used or not.
If a user has clicked and/or seen multiple ads before submitting a purchase from my Shop, will the purchase be attributed to multiple ads?
No. A purchase will not be attributed to multiple ads. A purchase will only be attributed to one ad.
I selected my Shop at the ad group level when creating my ad. What if a user clicks on my ad and purchases from my Shop on two separate occasions, will both purchases be attributed to the ad?
Yes, if both purchases were done within the ad attribution window of 7-day click and 1-day view.
Why are my Ad's Product Details Page Views sometimes greater than the Ad's Clicks?
This may occur when a user clicks on your ad and then browses multiple product details pages belonging to your shop.
It is recommended to encourage users to explore more products belonging to your shop.
Why is my Ad's Gross Revenue sometimes greater than my Shop's Total GMV?
Certain dashboards in the Seller Center may exclude certain TikTok Shop platform subsidies from the GMV calculation.
In TikTok Ads Manager, Gross Revenue = Customer Payment - Sales Taxes + Platform Product Discount.
In Seller Center, GMV = Customer Payment.
Hence, Gross Revenue = GMV - Sales Taxes + Platform Product Discount.
Do note that in Seller Center, the terms "Revenue" and "Income" might be used interchangeably with "GMV".
Where can I find the platform product subsidies amount?
In Seller Center, platform product discount amounts can be found in the Finances tab.
Why is my Ad's reported Conversions sometimes different from the reported Purchases?
If your ad is optimized for Gross Revenue or Purchases: Conversions refers to the number of Purchases attributed to the ad.
If your ad is optimized for Initiate Checkouts: Conversions refers to the number of Initiate Checkouts attributed to the ad.
If your ad is optimized for Product Clicks in LIVE, Viewer Retention, or Clicks: Conversions are not reported.
Why are my Ad's Results and Conversions metrics only showing at ad group and ad levels, but not showing at the campaign level?
As different optimization goals might be selected at the ad group level (For example, Purchases and Clicks optimization), Results and Conversions metrics are not reported at the campaign level due to differing definitions of "results" and "conversions" at the ad group level.
Please go to the ad group or ad levels reporting to find the results and conversions.
Can I break down the reported Conversions into CTA Conversion vs VTA Conversion?
Yes. In addition to the Conversions metric, the following metrics are reported:
CTA Conversion, which is the number of conversions attributed to a click on your ad.
VTA Conversion, which is the number of conversions attributed to an ad impression.
Does the attribution logic vary across ad types and placements?
No. The attribution logic for Shop Ads is consistent. Shop Ads dynamically optimizes your ads across all eligible placements, such as Feed, Search, and Shopping Center.
How does the attribution logic affect the learning phase of a campaign?
The learning phase depends on the number of occurrences registered for a particular optimization goal. For instance, if an advertiser is optimizing toward Viewer Retention, the learning phase may be passed when there are more than a certain number of livestream viewers who watch the livestream for more than 10 seconds.
Is pixel integration needed to view Shop Ads' conversions?
For Shop Ads, there is no need to set up pixel.
How should I interpret other metrics under Page event/Offline event?
For Shop Ads, do only refer to Shop events, to evaluate performance.
Why are Onsite events always reported as 0?
Under Onsite events, the following metrics are not relevant for Shop Ads and are always reported as 0. These metrics are not relevant as TikTok Shop has a shorter and more efficient user experience:
Add to Wishlist (Onsite)
Add billing (Onsite)
Form submission (Onsite)
App Store click (Onsite)
Outbound clicks (Onsite)