Tips for full-funnel marketing on TikTok

To push potential customers down the marketing funnel as efficiently as possible, it's important to focus and optimize each step in the customer journey. Measuring each stage in the marketing funnel will depend on a variety of factors. Consider your marketing goals as you implement the following tips for marketing funnel stage.

Before you begin

Before you begin implementing these tips, make sure you are familiar with each step in the marketing funnel to determine which stage you are at. A typical marketing funnel includes the following stages: awareness, consideration, intent, purchase, and loyalty.

Tips for measuring awareness

• Impressions: The number of times your ads were on screen.

• Viewability: Metrics to understand the opportunity for an ad to be seen.

  • Note: To track Viewability metrics, you will need to partner with a third-party measurement platform, like DoubleVerify or IAS.

• Reach: The number of unique users who saw your ad at least once.

• Frequency: The average number of times each person saw your ad.

• Video play: Including 6-second video views or video views at 50%.

• Brand lift: An in-feed polling experience that helps brands quantify the impact of an ad campaign using metrics like ad recall and awareness.

• Brand Safety and Suitability: Whether your ads are seen adjacent to content deemed suitable by industry standards. Note: To track Brand Safety metrics, you may need to partner with a third-party measurement platform, like IAS, OpenSlate, or Zefr.

• Create custom audiences of users who have engaged with your ad. You can further refine your audience using parameters such as people who watched more than 50% of your video content. Then, try running In-Feed Ads using the traffic, conversion, or lead generation objectives.

Tips for measuring consideration

• The number of people who visited your site over a certain period of time.

  • You can create custom audiences of people who have visited your site and viewed a product page. Then, you can target your site's visitors with relevant ads and offers.

• View Content events for people who have completed events on key pages of your site.

• Install events for people who have installed your app.

• Conducting a Brand Lift Study can help you measure Favorability and Attitudinal metrics.

Tips for measuring intent

• For performance campaigns, you can try to measure Intent using "Add to Cart" events. This indicates a user who has abandoned their purchase. Measure through TikTok Pixel or Web Events API, or a mobile measurement partner (MMP) for apps.

  • You can remind customers to complete the purchase transaction. Create a custom audience including users who have completed an "Add to Cart" event and exclude users who have completed a Purchase event over a certain time period. Then, run an In-Feed Audtion Ad campaign using the Catalog Sales, Conversions, or App Installs objective that targets these users.

• For branding campaigns, conduct a Brand Lift Study.

Tips for measuring purchase

• Media Mix Modeling lets you conduct research to accurately measure the effectiveness of your TikTok media spend, using metrics like return on ad spend (ROAS) and Sales Efficiency.

• For online sales, you can measure using a purchase event such as "Place an Order", which will record purchases who have completed a transaction for your product. You can measure this through the TikTok Pixel or Web Events API, or a mobile measurement partner (MMP) for apps.

• For offline sales, Store Visits allow you to tie your TikTok media activity to actual visits to brick-and-mortar business locations. Note: To track Store Visits, you will need to partner with FourSquare, a third-party attribution solution that is only available in the United States and Canada.

• You can use these purchasers and increase their loyalty through remarketing or as leverage to target new users who are likely to purchase. Create custom audiences of purchasers and then run remarketing ads for related products they may be interested in.

• To get new customers, try creating a lookalike audience, which is used to find users who have similar characteristics or patterns to those who have bought from you before. Then, you can run an In-Feed Ad to target lookalike audiences. Alternatively, you can use Automatic Targeting for our platform to find users that are likely to convert.

Tips for measuring loyalty

You can measure loyalty by looking at your customer purchase data. You can further segment your existing customers:

• Repeat purchase customers who have high engagement and high average order value.

• At-risk customers who haven't purchased within a specific timeframe.

• Customers who haven't returned to your shop since their first interaction.