Shop Ads Measurement
List of key reporting metrics for Spark Ads in Video Shopping Ads
Beginning July 2025, GMV Max will be the default and only supported campaign type for TikTok Shop Ads. To create ads using the Sales objective and your TikTok Shop as the sales destination, you can create a GMV Max campaign. Learn more about this change. To create ads for your shop:
Spark Ads is a native ad format that allows you to leverage organic TikTok posts and their features in your advertising products in your TIkTok Shop.
The reporting metrics below are available in the Reporting tab of your TikTok Ads Manager account:
Category | Parent Metric | Definition | Associated Metrics |
Basic Data | Clicks | Number of clicks from your ads to a specified destination. | Clicks Cost per click (CPC) Click through rate (CTR) |
Video Play | Video views | Number of times your video started to play. For each video impression, plays are counted separately and replays are excluded. | Video views 6-second video views Video views at 100%, 75%, 50%, 25% Average play time per video view |
Shop Event | Product page views (Shop) | The number of product details page view events that are attributed to your ads. | Product page views Cost per product page view Product page view rate Value per product page view Product page view value |
| Checkouts initiated (TikTok Shop) | The number of TikTok Shop initiate checkout actions attributed to your ads. | Checkouts initiated (TikTok Shop) Cost per checkout initiated (TikTok Shop) Unique checkout initiation rate (TikTok Shop) Value per checkout initiated (TikTok Shop) Checkout initiation value (TikTok Shop) |
| Adds to cart (onsite) | The number of onsite add to cart actions attributed to your ads. | Adds to cart (onsite) Cost per add to cart (onsite) Unique add to cart rate (onsite) Value per add to cart (onsite) Add to cart value (onsite) |
| Purchases (Shop) | The number of purchase events that are attributed to your ad. | Purchases (Shop) Cost per purchase Unique purchase rate Average order value Gross revenue |
| ROAS (Shop) | The return (Gross Revenue) on ad spend (Cost) based on purchase event. | Return on ad spend |
Engagement | Instant Experience Average View | Applicable only when multi-products are selected. | Instant experience average view time Instant experience average view percentage |
