Best practices for App Event Optimization
The Learning Phase: When a new campaign is launched, App Event Optimization (AEO) takes time to collect sufficient data signals from people taking the action that you wish to optimize. Although events will become available for optimization once one event conversion is reported, each campaign may take a little more time to reach its potential. We call this the Learning Phase. It is important to let an AEO campaign run for some days before making significant changes to the bid, budget, or creatives.
Understanding iOS dedicated campaigns: TikTok created dedicated campaigns to work with Apple's SKAdNetwork and campaigns only for iOS 14.5+ devices.
Apple's Privacy Threshold: Creating AEO campaigns for iOS 14.5+ devices requires SKAdNetwork, which enforces Apple's Privacy Threshold. It is important to monitor AEO campaign performance to ensure that each AEO campaign of this type returns at least 90 daily app installs. Failing to reach this install volume may result in SKAdNetwork withholding conversion data, and preventing TikTok AEO campaigns from being correctly measured. These withheld conversions will be reported as Null Conversions by SKAdNetwork and will skew accurate AEO campaign performance on TikTok.
High-quality creative: Having engaging and entertaining ads can improve the chances of a successful AEO campaign. Learn more about creative best practices.
Sufficient ad group budget and event bid: Learn more about Bidding & Budget Solutions for TikTok Auction Ads.
Learn about full-funnel marketing on TikTok.