About TikTok Shop Ads reporting time

We report TikTok Shop events and conversions based on the time of the attributed ad click or ad impression. In contrast, we report the Real-Time Conversions metric based on the time the conversion actually happened. Note: If you use ad credits, this does not impact reported Shop Ads metrics.

The reported TikTok Shop events include Purchases, Checkouts Initiated, Adds To Cart, and Product Page Views. Note: For Shop Ads, you must only refer to Shop events to evaluate performance.

In addition to the Conversions metric, we report the following metrics:

• CTA Conversion: the number of conversions attributed to a click on your ad

• VTA Conversion: the number of conversions attributed to an ad impression

Your ad's reported conversions may differ from the reported purchases for the following reasons:

• If your ad is optimized for Gross Revenue or Purchases: Conversions refer 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.

The buyer clicked the attributed ad on Monday, submitted the order the next day. When you filter the report for Monday, the Purchase and Conversion count will be reported. When you filter the report for Tuesday, the Real-Time Conversion count will be reported. Note: You do not need to set up a pixel to see Shop Ads conversions.

To learn more about TikTok Shop Ads reporting, visit View Shop Ads Reporting.