How to set up Deep Funnel Optimization campaigns

Deep Funnel Optimization for Lead ads in TikTok Ads Manager helps you optimize both your upper funnel events and deeper funnel events.

How to set up a Deep Funnel Optimization campaign

Note: If you have already postback sufficient extra deeper funnel events that can be attributed to TikTok ads (more than 50 attributed deeper events in the past 14 days or 150 deep funnel events per 30 days for each ad group), then the deep funnel optimization toggle will be turned on automatically to help you acquire more qualified leads. You can turn the toggle off at any time.

1. Log in to TikTok Ads Manager.

2. Click Create ad.

3. Choose Lead generation as the advertising objective.

4. Click Continue.

5. In the Optimization section, choose either Website or Instant form.

6. If you chose Website:

   1. Choose Conversion as your Goal.

   2. Choose your TikTok pixel.

   3. Select an event from the Optimization event drop down menu that you want to optimize as an upper funnel event.

   4. Turn on the toggle to enable deep funnel optimization.

   5. Choose your data connection sources from the drop down menu.

   6. Select a deep funnel event from the deep funnel event drop down menu that you want to optimize as a deeper funnel event.

   7. In the Placements section choose between Automatic placement or Select placement. You can choose TikTok for Select placement.

7. If you choose Instant Form in the last step:

   1. Choose Form submission as your Goal.

   2. Turn on the toggle to enable deep funnel optimization.

   3. Choose your data connection sources from the drop down menu.

   4. Select a deep funnel event from the deep funnel event drop down menu that you want to optimize as a deeper funnel event.

   5. In the Placements section choose between Automatic placement or Select placement. You can choose one or a combination of TikTok, Pangle, or Global App Bundle for Select placement.

8. For bid strategy, both Maximum Delivery and Target CPA are available.

9. Complete the remaining settings to create your Deep Funnel Optimization campaign.

When you turn on the deep funnel optimization toggle, the event that is triggered after the first event you select will be prefilled. Events that have postback a sufficient amount will be prioritized (more than 50 attributed deeper events in the past 14 days or 150 deep funnel events per 30 days for each ad group). You can select different events when you hover on the event in the dropdown box. Events are labeled as Recommended, Might not be a deeper event, Need more events, and Not eligible in the tooltips. You can change your prefilled event to one labeled with Recommended or Might not be a deeper event.

For more best practices on Deep Funnel Optimization campaigns, refer to Tips for Deep Funnel Optimization.

How to monitor Deep Funnel Optimization campaigns

1. Log in to TikTok Ads Manager.

2. Click on the Campaign tab.

3. Click on Custom table in the top right corner.

4. Select Custom columns.

5. Search for any of the 3 Deep Funnel Optimization campaign metrics and add them to your report:

   1. Deep funnel result

   2. Cost per deep funnel result

   3. Deep funnel result rate

6. You can also create custom metrics by selecting + Add custom metric.

   1. For example, if you selected Registrations as your deep funnel event, you can calculate the Deep Conversion Rate (DCVR) by dividing Registrations by Conversions.