Estimated Metrics are used to measure actions or events where there is partial or missing data in TikTok Ads Manager. The disclaimer will show on the metric to let you know it has been estimated.

Modeling and sampling techniques help advertisers accurately estimate metrics determine ad performance and as a guide for business planning.

Reach is an example of a sampling metric. This technique is used when it's difficult, or resource consuming, to collect information about an entire data set.

The following are examples of estimated metrics:

• Frequency

• Cost per 1000 people reached

• Average Watch Time per Person

• LIVE Unique Views

• Audience Estimation

• Cross-campaign Reach

• Reach by data dimension