About TikTok reporting metrics in TikTok Ads Manager

TikTok Ads Manager provides various reporting metrics to help you track campaign performance. You can use the insights gained from reporting metrics to make data-driven decisions for your ad campaigns.

Learn more about basic metrics and definitions in TikTok Ads Manager.

List of reporting metrics

Below is a list of reporting metrics supported by TikTok Ads Manager:

• Attribution metrics: Help you determine the actions people take after watching your ads.

• In-App Events metrics: Allow you to track how people interacted with your app after they viewed a TikTok ad.

• Page Events metrics: These metrics will allow you to track how people interacted with your website after they saw a TikTok ad.

• Video play metrics: Allow you to measure how people interacted with your in-feed video.

• Onsite Events metrics: Allow you to track user behavior onsite.

Examples of reporting metrics

Consider the following examples for how reporting metrics in each category can provide insight into your ad performance:

• Cost per CTA purchase is an attribution metric that represents the average cost for each payment event attributed to clicks. If your cost per CTA purchase is high, it may indicate inefficiencies in your ad targeting, creative, or landing page experience.

• Total Add to Cart is an in-app event metric that represents the number of add to cart events that are attributed to your ads. If this metric is high, but the conversions are low, this could mean people are interested in your product or service but are hesitant to complete the purchase.

• Button clicks (page) is a page event metric that represents the number of page click button actions attributed to your ads. If your ad is driving a high number of button clicks but few conversions, people may be clicking on your page, but not finding what they expect.

• 6-second focused views is a video play metric that represents the number of times your video has been played for at least 6 seconds, played in full if it is less than 6 seconds, or received at least 1 engagement within the first 6 seconds. If your 6-second focused views counts are low, it means people are dropping off early in the video.

• Adds to cart (onsite) is an onsite event metric that represents the number of onsite add to cart actions attributed to your ads. If your onsite add to cart rate is high but purchases are low, this could mean people are interested but hesitant to complete checkout.

Next steps

Now that you have an overview of the reporting metrics that TikTok Ads Manager has to offer, you can learn more about each type of reporting metric complete with metric names and definitions:

• Attribution metrics

• In-App Events metrics

• Page Events metrics

• Video play metrics

• Onsite Page Events metrics

• Learn how to create and manage reports using these metrics.