About TikTok Shop performance metrics for brand ads
When you connect your brand ads directly to your TikTok Shop, you'll be able to measure the full impact of your brand advertising on your TikTok Shop's success. It bridges the gap between upper-funnel brand awareness campaigns and lower-funnel sales, giving you a more complete view of how your ads work together.
Full Funnel on Shops provides a full suite of metrics that will show how your campaigns are moving users from awareness to consideration and to conversion. These metrics include last-touch attribution and assisted conversion.
Last-touch attribution: Gives 100% of the credit for a conversion to the very last touchpoint the customer interacted with before making a purchase.
Assisted conversion: Assigns credit to every brand touchpoint a customer interacts with before making a purchase, not just the final one.
For example, with last-touch attribution, only the person who scored the goal gets credit for the win without recognition of the rest of the team who passed them the ball.
With assisted conversion, the entire team gets credit for the win. This would include the goalie who started the play, the defenders who moved the ball up the field, the midfielder who made the assist, and the player who scored the goal.
You can find these metrics in your TikTok reporting dashboard after you have connected your brand ads to your TikTok Shop.
Learn more
To add custom metrics columns to your campaign reporting, including assisted conversion metrics, learn how to create a custom report in TikTok Ads Manager.
