How to view custom conversion reporting

Last updated: October 2026

Custom Conversion reporting helps you understand how the Custom Conversions you've created perform across your campaigns, ad groups, and ads.


You can view Custom Conversion reporting in TikTok Ads Manager and TikTok Events Manager. The best place to view reporting depends on what you want to analyze.

Before you begin

  • Create at least one Custom Conversion in Events Manager.

  • Custom Conversion metrics in TikTok Ads Manager reflect conversions attributed to your ads based on your attribution settings.

  • Events Manager shows event activity received from your connected data source. This can include events that aren't attributed to TikTok ads.

Note: Custom Conversions may not be available to all accounts.

Where to view Custom Conversion reporting

Use the following reporting views to answer different questions:

If you want to

Use

Compare individual Custom Conversions across campaigns, ad groups, or ads.

Custom Reports in TikTok Ads Manager.

View Custom Conversion performance with other campaign or ad group metrics.

Campaign reporting in TikTok Ads Manager.

Analyze trends or compare metrics for a specific campaign, ad group, or ad.

View Report in TikTok Ads Manager.

Validate the Custom Conversion events received from your data source.

Events Manager.

Available Custom Conversion metrics

The following Custom Conversion metrics are available in TikTok Ads Manager:

  • Custom Conversions: The number of Custom Conversions attributed to your ads that match your Custom Conversion rules.

  • Cost per Custom Conversion: The average amount spent for each attributed Custom Conversion. This is calculated as total spend divided by Custom Conversions.

  • Custom Conversion Rate (Clicks): The number of Custom Conversions divided by the number of clicks.

  • Custom Conversion Rate (Impressions): The number of Custom Conversions divided by the number of impressions.

  • Total Custom Conversion Value: The total value associated with Custom Conversions attributed to your ads. Values are de-duplicated across overlapping Custom Conversion rules.

  • Value per Custom Conversion: The average value associated with each attributed Custom Conversion. This is calculated as Total Custom Conversion Value divided by Custom Conversions.

Note: Custom Conversion counts in TikTok Ads Manager are reported based on the ad interaction time used for reporting and your attribution settings.

How to view individual Custom Conversion performance with Custom Reports

Use Custom Reports when you want to compare performance for individual Custom Conversions.For example, if you use Custom Conversions to distinguish between different types of purchases, such as concert ticket purchases and festival ticket purchases, you can use Custom Reports to see how each Custom Conversion performed across campaigns, ad groups, or ads.

Create a Custom Report

To create a Custom Report:

  1. In TikTok Ads Manager, go to Custom Reports.

  2. Click Create Report, or select Start with a Template and choose Custom Conversion.

  3. Select the dimensions you want to use. To break out results for each Custom Conversion, add Custom Conversion Name or Custom Conversion ID as a dimension.

  4. Select any other dimensions you want to use, such as Account Name, Account ID, Campaign Name, Campaign ID, Ad Group Name, Ad Group ID, Ad Name, Ad ID, Day, Week, or Month.

  5. Select the Custom Conversion metrics you want to analyze from the metrics tab.

  6. If you're using a template, the report automatically generates with the available Custom Conversion metrics after you select your dimensions.

For example, to compare individual Custom Conversions by campaign, select Campaign Name and Custom Conversion Name as dimensions. Each Custom Conversion will appear separately for the campaigns where it was attributed.

How to view Custom Conversion metrics in campaign reporting

You can add Custom Conversion metrics to the campaign reporting table in TikTok Ads Manager. You can also break down results by Custom Conversion name to view individual Custom Conversions.

Add Custom Conversion metrics

To add Custom Conversion metrics to campaign reporting:

  1. Go to the campaign reporting table in TikTok Ads Manager.

  2. Click Custom Columns.

  3. Search for Custom Conversion and select the Custom Conversion metrics you want to display.

  4. Review the selected metrics in the campaign reporting table.

  5. To view performance for individual Custom Conversions, click Breakdown and select Custom Conversion.

Note: The sum of individual Custom Conversion rows may not equal the aggregate Custom Conversions metric shown for the campaign. A single event can match more than one Custom Conversion rule, and reporting views can reflect different data processing times.

How to view Custom Conversion performance with View Report

Use View Report to explore Custom Conversion performance for a specific campaign, ad group, or ad. You can also compare Custom Conversion performance across multiple campaigns, ad groups, or ads.

Analyze one campaign, ad group, or ad

To analyze one campaign, ad group, or ad:

  1. From the Campaign tab, find the campaign, ad group, or ad you want to analyze and click View Report.

  2. Select the Insights tab.

  3. Use Trends to see how Custom Conversion metrics change over time.

  4. Use Compare metrics to compare metrics, such as Custom Conversions and Cost per Custom Conversion.

  5. Use Details to break down performance by Custom Conversion Name.

Compare multiple campaigns, ad groups, or ads

To compare Custom Conversion performance across multiple campaigns, ad groups, or ads:

  1. From the Campaign tab, select the campaigns, ad groups, or ads you want to compare.

  2. Click View Report.

  3. Select the Metrics tab to compare Custom Conversion performance and view trends over time.

Note: The Metrics tab shows aggregate Custom Conversion metrics. If you have more than one Custom Conversion rule in your account, use the Insights tab or Custom Reports to view individual Custom Conversion details.

Why your Custom Conversion metrics may differ

Custom Conversion metrics can differ across reporting views because each view answers a different reporting question.

Ads Manager and Events Manager use different reporting sources

TikTok Ads Manager reports Custom Conversions attributed to your ads according to your attribution settings. Each conversion is attributed to one ad interaction, such as a click, view, or engaged view.


Events Manager shows all event activity received from your connected data source, including activity that isn't attributed to a TikTok ad. Use Events Manager to validate that your events and Custom Conversion rules are working as expected. Use TikTok Ads Manager to evaluate attributed ad performance.

Conversions and Custom Conversions measure different outcomes

The Conversions metric reports optimization conversion events attributed to your ads. The Custom Conversions metric reports attributed conversions that match the Custom Conversion rules you configured in Events Manager.


If your campaign optimizes for a standard event, these metrics may differ because a Custom Conversion can represent a more specific outcome. For example, if your campaign optimizes for Purchase and you created a New Customer Purchase Custom Conversion, the Conversions metric reports all purchases attributed to your campaign, while the Custom Conversion reports only purchases that meet the New Customer Purchase rule.


If your campaign optimizes for a Custom Conversion, the Conversions metric and that individual Custom Conversion count should generally align. Minor differences can occur because of data processing or reporting delays across views.

Aggregate and individual Custom Conversion metrics may not match

The Custom Conversions metric in the campaign reporting table is aggregated across applicable Custom Conversions attributed to the campaign. If multiple Custom Conversions are associated with campaign activity, this aggregate metric may not match the Conversions metric for your optimization event.


A single conversion can match multiple Custom Conversion rules. For example, the same purchase could qualify as both a New Customer Purchase and a High Value Purchase. When you break down reporting by Custom Conversion name or ID, the same conversion may appear under more than one Custom Conversion.


The aggregate Custom Conversions metric de-duplicates conversions that match overlapping rules. Adding individual Custom Conversion rows together may produce a number that's higher than the aggregate metric. The same principle applies to Total Custom Conversion Value, which is also de-duplicated across overlapping rules.

Custom Conversion Rate (Clicks) can exceed 100%

One ad click can lead to multiple Custom Conversions within the applicable attribution window. For example, if one click results in two events that qualify as Custom Conversions, both conversions can be attributed to that click.


Because Custom Conversion Rate (Clicks) is calculated as Custom Conversions divided by clicks, the rate can exceed 100%. This is expected behavior.