Best practices for Measurement

Measurement helps you iterate and refine your performance once you establish a baseline.

Keep in mind the following tips and best practices when measuring your campaign's performance:

• Split Testing: Use the Split Testing tool to test different versions of your ads and determine which performs best to optimize future campaigns. You can test targeting, bidding & optimization, and creative.

• Attribution Analytics: Use Attribution Analytics to compare your performance across different attribution windows and identify what's optimal for your campaign.

  • Enable view-through attribution (VTA) to get a more holistic picture of TikTok's advertising value while also giving the system more conversion data to be used for optimizations, leading to better overall outcomes for the campaign.

• Post Purchase Survey (PPS) : Use the post-purchase survey (PPS), an attribution and insights tool that advertisers can integrate with their e-commerce platform (for example, Shopify) and poll customers directly after a sales event, adding a valuable layer of insight into the customer's path to purchase.