TikTok World: Performance 101

TikTok is home to audiences of all ages that are immersed, engaged and ready to take action. We're here to help brands grow in a new era of performance marketing with a community that is reimagining creativity and real connections.

We're proud to place among the best-performing advertising platforms globally—with 3x higher average conversion value than top 8 Kochava SKADNetwork partners.¹ TikTok ranks #2 on the AppsFlyer Performance Index for In-App purchases (gaming) and In-App Engagement (non-gaming)² and #5 on the Singular ROI Index.³

To help marketers capture this opportunity, we offer a full and growing suite of performance marketing solutions, allowing app and web marketers to connect with the right audiences, enhance business growth and meet different marketing objectives.

Unlock performance on TikTok

There are six key actions that impact the competitiveness of auction ads. TikTok offers solutions across each of these levers to make performance marketing simple and seamless.

1. Share signals with TikTok to enable personalized ads delivery and holistic reporting

• Successful marketers know: the basis for every successful performance campaign is assuring that signals are being accurately sent back to the platform. Signals help to build a picture of user intent and interaction data from various sources. These may include data shared from your own app or website, from aggregated events shared across all advertisers, and from onsite interactions with TikTok content. Signals power performance marketing across targeting, delivery and performance measurement.

2. Set up a campaign that aligns to your business objectives

• TikTok provides marketers with dedicated campaign solutions that allow you to build for each stage of the customer journey, from awareness through to action. There are multiple ways and touchpoints to meet consumers, and performance signals are found across the entire experience, in turn fueling demand. Our newly introduced Smart Performance Campaign fully automates campaign creation and delivers better performance compared to the manually set up campaigns.

3. Connect with audiences through targeted campaigns to reach and engage with your customers

• To improve campaign performance, it is crucial to deliver the right message to the right audience. TikTok's targeting solutions enables brands to understand, reach, and engage with their audiences on TikTok at scale.

4. Create assets that perform with our suite of creative solutions

• TikTok content looks uniquely different. Ads that perform best on TikTok emulate this style. With our suite of creative solutions, TikTok is making it easy for advertisers and agencies to ideate, generate and optimize their creative assets.

5. Optimize ROAS performance through bid strategy and optimization

• With TikTok’s bid strategies, such as Lowest Cost, Cost Cap, or minROAS, marketers stay in control of their ad spending or cost per conversion. And thanks to different optimization goals, such as App Event Optimization or Value Based Optimization, marketers can improve their ROAS by letting TikTok deliver ads to audiences more likely to click on ads, take actions, or trigger high-value activities off-platform.

6. Measure, test, and learn through insights and testing

• Optimizing campaign performance is a never ending process. With our suite of testing and reporting products, including our newly launched Attribution Manager, we provide web and app marketers with tools to test new hypotheses through split testing ad groups and holistically measuring campaign impact.

1. AppsFlyer Performance Index Edition 14, 2022, https://www.appsflyer.com/resources/reports/performance-index/

2. Kochava & TikTok: How to Maximize Your Success on SKAdNetwork, Whitepaper, February 2022, https://www.kochava.com/how-to-maximize-your-success-on-skadnetwork/

3. Singular ROI Index 2022, February 2022, https://www.singular.net/lp/2022-roi-index-registration/