How to measure consideration audiences

Last updated: February 2026

The mid-funnel or "consideration" stage represents a critical, high-intent audience pool. TikTok offers specific insights and metrics for this consideration audience, beyond traditional metrics such as video views and CTR. These metrics are available in both TikTok Ads Manager and TikTok Market Scope.


Before getting started

Brand consideration ads and TikTok Market Scope are available to select customers. Contact your sales representative regarding access. Learn more about the brand consideration objective and about TikTok Market Scope.


Why measure consideration audiences

Based on analysis¹ conducted from TikTok Market Scope data, consideration audiences are shown to drive higher brand lift and conversion lift. Consideration metrics are strongly correlated with conversion intent, as they capture mid-to-low funnel behaviors like product interest and engagement. Consideration audiences are more likely to convert than those in the awareness stage. These metrics help brands identify consumers with high intent, making them crucial for optimizing lower-funnel conversions.


(1) Internal TikTok Market Scope analysis, US Feb-March 2025.

Consideration audience metrics

  • New Consideration size: The number of new consideration audience members acquired at the campaign or ad group level

  • Cost per Consideration: (Consideration ads campaign budget / number of new consideration users acquired*)

    • *Acquired: The user has fulfilled the user requirements to become a part of your consideration audience in TikTok Market Scope

  • New Consideration rate: (Number of new consideration audience acquired / total audience exposed to consideration ad campaign)


For advertisers with access to the brand consideration objective, the TikTok Ads Manager campaign reporting includes custom columns for brand consideration metrics.

  1. After running brand consideration ads, go to the Campaigns page from the top navigation bar in TikTok Ads Manager.

  2. Click the Campaign, Ad group, or Ad tab.

  3. Customize the performance metrics by clicking the Custom table dropdown on the top-right and selecting Brand consideration under the Performance group.

  4. You will now see columns for brand consideration metrics.


How to create a consideration ads report in TikTok Market Scope

The consideration acquisition report in TikTok Market Scope measures effectiveness and efficiency of your consideration audience acquisition, influenced by brand consideration ads and other ads.

  1. After gaining access, log into TikTok Market Scope.

  2. Select the Post campaign report tab in the top navigation bar.

  3. If this is your first time creating a report, select Get started. Otherwise, select + Create new.

  4. Fill out initial report details and select your analysis sources by defining the analysis cycle and select specific ad accounts, campaigns, or ad groups that you'd like to analyze in this report.

  5. Click Next.

  6. Select Consideration ads report as the report type.

  7. Click Submit.