Enrollment & Incentive
I am already a customer of a qualified Post Purchase Survey (PPS) partner. Can I still participate?
Yes, existing customers of one of our qualified Post Purchase Survey partners can participate. Fill out the enrollment form and advertise on TikTok as usual.
Is this only for Shopify advertisers?
Shopify customers can take advantage of our partners' direct integrations with Shopify (it takes 5 minutes). However, non-Shopify e-commerce advertisers can still participate. You will have to implement a script to connect the Post Purchase Survey product to your web page. For non-Shopify advertisers using KnoCommerce, TikTok will provide up to $500 in additional ad credits to cover implementation costs. Here are the instructions from each partner to set up Post Purchase Surveys if you're not using Shopify:
Where can I find my ad account ID number?
Log in to the TikTok Ads Manager platform.
Click on the button with your username at the top right corner next to the language icon.
After clicking the button, all of your linked accounts and their IDs will appear (the identification number has a 19-digit standard format).
How can I confirm my enrollment?
If you've filled out the enrollment form, we have you on record. If you're unsure or if you'd like to revise any of the information on the form, feel free to resubmit. You may also reach out to your TikTok account manager if you have one.
I submitted the form. Now what?
If you're already a customer of one of our qualified Post Purchase Survey partners, you're all set. Just continue/start advertising on TikTok, and we'll work with your Post Purchase Survey partner to ensure all subscription & data-sharing requirements are met. If everything checks out, we'll pay your ad credit according to the incentive terms. If there are any issues, we'll reach out to you.
If you're not yet a Post Purchase Survey customer and are interested in more information, submit this form & a Post Purchase Survey partner will reach out to you. You can then decide which partner you'd like to subscribe to. In the meantime, continue or start advertising on TikTok.
After you subscribe to one of our qualified partners, we'll work with them to ensure all subscription & data sharing requirements are met. If everything checks out, we'll pay your ad credit according to the incentive terms. If there are any issues, we'll reach out to you.
How can I check if the incentive came through?
Follow the GIF for payment type "Voucher".
What is the duration of the program?
The program (Post Purchase Survey subscription & data sharing) should last AT LEAST 6 months. We encourage advertisers to continue their subscription with the Post Purchase Survey. Continued data sharing will allow us to create reporting solutions in TikTok Ads Manager which include Post Purchase Survey metrics.
The period to measure incentive amount ("calculation period") is currently set to 2 months (subject to change).
Do ad credits expire?
No, ad credit will not expire after it is paid.
When is the last day to enroll in the program?
Currently, you can enroll through the end of this year. This is subject to change and may be extended. To get your ad credit as soon as possible, enroll as soon as you can.
Do I need to advertise on TikTok daily in order to be eligible?
No. Since we're only looking at your average weekly spend to determine your ad credit amount, it's up to you how you'd like to distribute spend. This will be different for every brand. Though TikTok recommends an Always-On, evergreen strategy, we understand this isn't possible for all brands participating in our PPS program.
What currency will my ad credit be calculated & delivered in?
To calculate ad credits, we'll be converting your ad spend into USD. Once the Ad Credit amount is calculated in USD, we will convert and deliver the ad credit according to the currency set on your Ads Manager.
How are you calculating Average Weekly Spend?
(Total Spend during calculation period) / (total # days in calculation period) * 7
What is calculation period?
Your calculation period is a two-month period determined based on your enrollment date. It's your enrollment month and the next month. For example: If you enroll in August, then your calculation period will be August 1st - September 30th, which is 61 days. We'll take your total spending during that period, divide it by 61, and multiply 7 to calculate Average Weekly Spend.
Incentive Calculation Example (note - this is only an example)
Enrollment date: Aug 28th
Calculation period: August 1st - September 30th
Total Number of Days = 61
Total Spend Scenario | Avg Weekly Spend | Incentive Amount - NA | Incentive Amount - LATAM | Incentive Amount - Other (EU, APAC, SEA, METAP) |
|---|---|---|---|---|
$52K | $5,967 | 2K | 2K | 2K |
$30K | $3,442 | 2K | 2K | 2K |
$20K | $2,295 | 2K | 2K | 2K |
$18K | $2,065 | 2K | 2K | 2K |
$16K | $1,836 | 2K | 1K | 2K |
$12.5K | $1,434 | 2K | 1K | 2K |
$1K | $114 | 1K | 1K | 1K |
Which survey questions should I ask?
TikTok requires that you ask an attribution question. Your Post Purchase Survey partner can help you determine what the best approach is, but you should be asking customers an attribution question:
"how did you hear about us?" (best for new customers)
"where did you first hear about our brand?" (best for new customers)
"what brought you to our site today?" (best for new & returning customers)
Answer Choice - TikTok must be one of your answer choices
Can Post Purchase Survey partners serve non-English surveys?
Yes, our qualified Post Purchase Survey partners operate globally. Survey questions can be implemented in the advertiser's local languages. For more specific questions, please reach out to partners directly.
Data Sharing
What data will be shared between my Post Purchase Survey partner & TikTok?
For specifics around data sharing, reach out to your partner. To qualify for ad credits, advertisers must authorize Post Purchase Survey partners to share survey data with TikTok. TikTok will use this data to enhance our attribution reporting systems to help advertisers make more accurate data-driven budget allocation decisions.
Results & Interpretation
Why are the post-purchase survey results different than TikTok Ads Manager results?
TikTok Ads Manager attributes conversion credit to a TikTok ad only when the conversion event can be matched to a TikTok user AND the user converts within the set attribution window applied in the advertiser's Attribution Settings. The Post Purchase Survey attribution is solely based on the survey response by the user that is collected after the purchase. It is expected that in most cases the Post Purchase Survey results will be greater than TikTok Ads Manager attribution. Post Purchase Survey results should be positioned as close to the true value TikTok is driving for advertisers.
Why is there a large discrepancy between the Post Purchase Survey results and my third-party attribution tool?
Third-party attribution systems are only able to apply click credit to TikTok and most advertisers rely on a last-click model to attribute conversions to marketing touchpoints. These attribution systems and models severely undervalue TikTok's contribution toward driving business outcomes. The post-purchase survey attribution should be positioned as a primary data point to be used to calibrate 3P models.
Can the post-purchase survey data be used to prove the value of VTA?
Yes. The gap between the Post Purchase Survey results and click-based attribution results should be used as evidence to support our hypothesis that not providing VTA credit undervalues TikTok.
Which data cuts are most valuable to analyze?
Discovery: Analyze the percentage of sales that are attributed to TikTok.
Survey vs Last Click: Quantify the percent of conversions that are attributed to "Search" or "Direct" based on last-click attribution that were actually driven by TikTok based on the survey attribution.
Lookback Window: Determine how long it takes a TikTok user to convert & how that compares to audiences reached across Search and Meta.