Advertising on TikTok
TikTok accounts
Managing your Business Center
TikTok E-Commerce Partner Platforms
Developers
Create a campaign
Create an ad group
Creating ads in other TikTok tools
Consideration objectives
App promotion
Lead Generation
In-feed video
In-feed interactive
Non-feed placement
Interactive enhancements
Industry ad solutions
Ad auction optimization
Creative optimization
Creative partnerships
Smart+ Campaigns
App Measurement
Offline conversions
Web measurement
Insights and reporting
Shop Ads Measurement
Billing options
Billing management
Promotions, Ad Credits and Coupons
Troubleshooting billing and payment
Advertising Policies
- Advertising policies
Advertising policy resources
Privacy practices and policies
Insights and reporting
Reports
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- How to see your ads performance in TikTok Ads Manager
- About managing reports
- How to create a Custom report
- How to create reports from a template
- How to create reports across multiple ad accounts
- How to create scheduled reports
- About TikTok invalid traffic solutions
- About TikTok's solution for invalid traffic with DoubleVerify
- About TikTok's solution for invalid traffic with Integral Ad Science
- About click discrepancies
- About conversion discrepancies in TikTok Ads Manager
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Audience Insights
Video Insights
About Attribution Analytics
Attribution Settings
Lift studies
Cross-media measurement
Metrics glossary
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- About TikTok reporting metrics in TikTok Ads Manager
- About basic metrics and definitions in TikTok Ads Manager
- About in-development metrics
- Video play metrics
- Attribution Metrics
- Page events metrics
- Available metrics for an Onsite Event report
- About Estimated Metrics
- About the Net Cost Delayed metric in TikTok Ads Manager
- Available Instant Form engagement metrics
- Troubleshooting: Why Ad Metrics May Not Add Up
- How to use the Net Cost Delayed Metric
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TikTok supported third-party measurement
- Measurement /
- Insights and reporting /
- Metrics glossary /
About basic metrics and definitions in TikTok Ads Manager
TikTok Ads Manager offers various reporting metrics to measure and optimize campaign performance. You can use the following list as a guide to the basic metrics and definitions in TikTok Ads Manager.
Core metrics
Clicks (all): Number of clicks from ads, including social interactions.
Clicks (destination): Number of clicks leading to a specified destination.
Frequency: Average number of times each user saw an ad over a given time period.
Impressions: Number of times ads were shown.
Paid likes: Number of times an ad was liked during the ad impression.
Reach: Number of unique users who saw ads at least once.
Conversion metrics
Conversions: Number of times an ad resulted in the selected optimization event.
Conversion rate (CVR): Percentage of conversions received out of all impressions.
Conversion rate (CVR, clicks): Percentage of conversions received out of all destination clicks.
Real-time conversions: Number of times an ad resulted in the optimization event (real-time).
Real-time conversion rate (CVR): Percentage of conversions received out of all impressions (real-time).
Real-time conversion rate (CVR, clicks): Percentage of conversions received out of all destination clicks (real-time).
Cost and efficiency metrics
Cost: Total ad spend.
Cost per 1,000 people reached: Average cost to reach 1,000 unique users.
Cost per conversion: Average amount spent per conversion.
Real-time cost per conversion: Average amount spent per conversion (real-time).
CPC (destination): Average cost of each click to a specified destination.
Next steps
Learn about reporting metrics available in TikTok Ads Manager.
Learn how to create and manage reports for your campaigns in TikTok Ads Manager.