Two new methods for measuring ad performance have been released by TikTok:
- Cross-Channel Partners: These companies evaluate the effectiveness of advertisements before a sale is made by examining how they function across various internet platforms and touchpoints.
- Lift Partners evaluates the impact of advertisements on sales, physical store visits, brand KPIs, and media or show viewing.
These new tools are intended to give advertisers more insights into the success of their efforts on TikTok, as traditional last-click attribution models miss four out of every five transactions that are linked to the social media platform.
Gaining more insight into the consumer journey helps you determine the ROI ( return of Investment) of your advertising expenditures, enabling you to make more informed decisions about your future ad spend.
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Cross-Channel Partners.
Before a purchase is made, this tool evaluates the effectiveness of TikTok advertisements across many marketing touchpoints. It emphasizes two main points:
Multi-touch attribution is the process of evaluating TikTok advertising across many digital channels. It gives marketers a better grasp of the customer’s journey to buy, enabling them to choose the channels that will assist them in reaching their objectives.
Post-purchase survey (PPS): This survey-based technology, which is integrated with online retailers, collects attitudinal metrics (the opinions of customers towards your product) and assists advertisers in understanding how consumers learn about their brand and product. PPS gives advertisers a more comprehensive knowledge of attribution by leveraging the voice of the customer as a source of truth, which advances our understanding of the impact of advertising.
Lift Partners
Lift partners use four primary metrics to assess the effectiveness of TikTok advertising:
Brand lift measures, such as Ad Recall, Awareness, Attitude, and Favorability, are measured using an interactive in-feed polling experience.
Sales lift A measure of how well advertising works to increase sales both offline and online; particularly useful for marketers of consumer packaged goods.
Store visit lift: Calculates the number of extra visits to real stores brought about by TikTok advertising campaigns.
Tune-in lift: Evaluate how advertising affects the number of people who watch television, films, or other media.
Under the Measurement category, the brand lift is a focal area that is not new to this launch; it has always been a part of the program.
For Eligibility.
Visit the TikTok Marketing Partners page to be considered for the TikTok Marketing Partners Programme or to collaborate with a measuring partner for Cross-Channel and Lift solutions.
