TikTok has launched two new ad performance measurement tools:
Multi-channel partners – which analyzes ad performance across different online platforms and touchpoints before making a purchase to understand its overall impact. Lift Partners – This evaluates the effectiveness of ads on brand metrics, sales, physical store visits, and program or media audience.
With conventional last-click attribution models failing to capture four out of five purchases attributed to TikTok, these new features are designed to give marketers improved insight into the effectiveness of their campaigns on the social platform.
Why we care A clearer understanding of the customer journey reveals the returns on your ad investments, allowing you to make informed decisions about your ad spend going forward.
Multi-channel partners. This feature analyzes the impact of TikTok ads across multiple marketing touchpoints before a purchase is made. It focuses on two key areas:
Multi-touch attribution: This involves measuring the effectiveness of TikTok advertising across digital touchpoints. It provides marketers with a deeper understanding of the customer’s path to purchase, helping them identify the most effective channels to achieve their goals.
Post Purchase Survey (PPS): This survey-based tool integrates with e-commerce stores, helping advertisers understand how customers discover their product/brand and collect attitudinal metrics (how customers feel about your product). By using the voice of the customer as the source of truth, PPS helps advertisers gain a more complete view of attribution, contributing to a deeper understanding of advertising impact.
Elevator partners. Lift partners evaluate the impact of TikTok advertising, focusing on four main areas:
Brand Enhancement: This uses an engaging, in-feed survey experience to measure ad impact on brand lift metrics such as ad recall, awareness, attitude and favorability.
Sales increase: It determines the effectiveness of advertising in driving sales both online and offline, especially beneficial for sellers of consumer packaged goods.
Lift for visits to the store: Measure additional visits to physical stores generated by TikTok ad campaigns.
Tuning Lift: It evaluates the impact of advertising in increasing the audience of programs, films or other multimedia content.
Brand Elevation, an area of focus within the measurement category, is not a new addition to the program for this release; has been part of the program previously.
Eligibility To work with a measurement partner for cross-channel and Lift solutions, or to be considered for the TikTok Marketing Partner Program, visit the TikTok Website of marketing partners.
What TikTok says. Melissa Yang, Global Head of Marketing Partnerships and Industry Education, TikTok, said in a statement:
“Partnering with our lift measurement and multichannel experts provides better visibility into consumer behavior beyond the last click.” “Working with our partners reveals the true impact of TikTok marketing campaigns, while providing strategic insight that can be leveraged to drive meaningful growth for businesses.”
Get the daily search newsletter marketers trust.
deep dive. Read TikTok’s announcement in full for more information.
Add Search Engine Land to your Google News feed. 
New in Search Engine Land
About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He has also partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
[ad_2]
Source link
