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TikTok Ad After Conversion Experience: Customer Review Guidelines

Last updated: July 2025

Principle

At TikTok, we strive to provide our community with a positive experience. That includes helping them make informed decisions through transparent feedback. With post-conversion customer reviews, your brand has an opportunity to connect with customers in a new and meaningful way.


These guidelines apply to customers who have completed a purchase or action, such as downloading an app, submitting a lead form, or making a purchase through a third-party website.For purchases made directly through TikTok Shop, refer to the TikTok Shop Customer Review Policy for the full set of guidelines.


How customer reviews are collected

To ensure feedback reflects real post-purchase experiences, customer reviews are gathered through surveys sent after a verified transaction. This process is designed to capture authentic insights that help both customers and advertisers.


In addition to surveys, we may also collect customer reviews and feedback through other channels such as:

  • In-app customer comments

  • Customer reports

  • Direct complaints submitted through support channels


How it works:

  1. A customer completes a conversion, such as downloading an app, submitting a lead form, or making a purchase through a third-party website.

  2. A random sample of customers is invited to participate in a review survey.

    • Surveys are sent 3-14 days after the conversion transaction to allow time for customers to receive and try the product or service.

  3. Participants are asked to provide:

    • A star rating on a scale 1–5 based on their overall experience.

    • One or more optional labels to help categorize their feedback, such as "High Quality," "Fast Shipping," or "Order Not Received."

    • There is an optional comment section where they can share additional thoughts or upload supporting images.


Surveys are delivered through a variety of touchpoints, including:

  • Inbox messages

  • Follow-up notifications

  • Order Center

  • In-feed prompts


Rating breakdown:

  • 5-star: Perfect

  • 4-star: Good

  • 3-star: Average

  • 2-star: Bad

  • 1-star: Poor


Why customer feedback is valuable

  • Understand your customers: Reviews provide direct insight into what customers love and what they want improved.

  • Boost your brand image: Reviews may help demonstrate accountability and care, which helps build trust and long-term loyalty.

  • Drive sales: Positive reviews increase buyer confidence. They also help optimize your targeting and messaging based on real customer sentiment.


Where to find customer reviews

Reviews will be visible directly beneath the ad, within the comment section area. This allows prospective customers to see feedback from others who have already engaged with your offering.


How we moderate reviews

We display all reviews, whether positive or negative, that provide feedback on your products or services.


To keep reviews helpful and safe, we use automated moderation tools to remove reviews that are spam, irrelevant, inappropriate, or violate our Community Guidelines.


Verification and ranking of reviews

  • Verified customers only: Reviews are only accepted from customers who have completed a verified purchase or interaction through TikTok ad.

  • Ranking of reviews:

    • United States & European Union: Reviews appear by most recent first by default. You can switch to sort by relevance.

    • Other regions: Reviews appear by most relevant first by default, but you can switch to most recent. By default, reviews are sorted by relevancy.

  • Relevance is scored based on:

    • Sentiment analysis, such as positive vs. negative tone

    • Geographic match (from the same market as the reviewer)

    • Recency of the review

    • Relevance to the advertised product or service. Reviews related to irrelevant products or services will not be shown.


Respond to reviews

You can't respond to reviews at the moment, but we're working on making this feature available by the end of 2025.Once available, you will be able to respond to customer reviews publicly, creating an opportunity to:

  • Clarify product details or delivery issues.

  • Thank satisfied customers.

  • Address concerns and resolve misunderstandings.

You will not be able to edit or delete reviews, even if they are negative. This is to maintain transparency and customer trust.


Appeal a review

At this time, the ability to appeal a review is not available. This feature will be available before the end of 2025.


Once available, if you believe a review was made in error or doesn't follow our guidelines, you can request an appeal. Our team will take another look and let you know the outcome. You cannot submit an appeal on the basis that you disagree with a reviewer's opinion. We do not get involved in any disputes regarding the factual accuracy of reviews.


You can appeal a customer review if:

  • The review includes content that isn't about the product or service you offer.

  • The review includes abusive comments inappropriate or unrelated content, such as curse words, insulting comments, or content that doesn't make sense.

  • You believe that the review does not comply with any other part of our Community Guidelines.


Content
  • How customer reviews are collected
  • Why customer feedback is valuable
  • Where to find customer reviews
  • How we moderate reviews
  • Verification and ranking of reviews
  • Respond to reviews
  • Appeal a review
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