Introducing new Measurement Partner Specialties

In an ever-changing digital marketing landscape, measuring ad campaign effectiveness has become increasingly challenging. TikTok offers an immersive experience that prompts brand discovery and action, with approximately 70% of users discovering new brands¹ and an impressive 92% taking action from content they see on the platform.² However, users often absorb brand messages visually, leading to offline product searches or purchases despite not clicking on ads. According to a recent study, approximately 79% of purchases attributed to TikTok are not captured by conventional last-click attribution models.³

Partners pave the way for measuring campaign impact and success

To help brands better understand the impact of advertising on TikTok, the TikTok Marketing Partners Program is proud to announce two new partner specialties in the Measurement Badge category: Cross-Channel and Lift. Paired with TikTok's first-party attribution solution, these partners can help advertisers better understand the customer journey and incremental nature of TikTok campaigns through vetted third-party solutions.

Partners can contextualize and provide greater insight into TikTok ad performance using specialized measurement methods to meet advertiser needs. This analysis is important because it helps brands decide which advertising channels work best and proves how much return they get from advertising investments. After significant cooperation with TikTok and our advertiser clients around the world, these partners have demonstrated the highest standards of measurement excellence in serving as an independent source of truth of TikTok's ability to drive marketing outcomes.

Cross-Channel Partners

Cross-channel partners analyze the impact of TikTok ads across various marketing touchpoints before a purchase is made. Within this specialty, there are two partner focus areas:

• Multi-touch attribution. Measures the effectiveness of TikTok advertising across digital touchpoints. Multi-touch attribution provides marketers with a more comprehensive view of their customer's path to purchase and helps identify the most impactful channels for achieving their goals.

• Post-purchase survey. Survey-based measurement and insights tool which advertisers can integrate with their e-commerce stores to understand how customers discover their product/brand, as well as other attitudinal metrics. PPS uses the voice of the customer as a source of truth and allows advertisers to get a more complete view of attribution.

Lift partners

Lift partners measure the incremental impact of TikTok advertising. Within this specialty, there are four partner focus areas:

• Brand lift.* Utilizes an immersive, in-feed polling experience to quantify ad impact on brand lift metrics such as Ad Recall, Awareness, Attitude, and Favorability.

• Sales lift. Determines the incremental effectiveness of advertising efforts on driving online and offline sales— typically used by CPG marketers.

• Store visit lift. Measure incremental visits driven to physical stores by TikTok ad campaigns.

• Tune-in lift. Measures the effect of advertising on driving incremental viewership of a show, movie or other media.

*Brand lift is a previously existing focus area under the Measurement category that is not new to the program in this launch.

Visit our partner directory to find the right partner for your region.

To work with a Measurement partner for Cross-Channel and Lift solutions, or to be considered for the TikTok Marketing Partners Program, visit the Marketing Partners website.

Sources

1. TikTok Marketing Science Global Retail Path to Purchase Study 2021 conducted by Material.

2. TikTok Marketing Science Global Time Well Spent Study (Global Study) Conducted by Kantar 2021

3. TikTok Marketing Science Post-Purchase Analysis conducted by KnoCommerce, 2022