The marketer’s job doesn’t end with only setting up campaigns. Instead, they do an endless job. To succeed on TikTok, the marketer needs to track their ad performance. So knowing how to track TikTok Ad campaigns & top TikTok metrics is vital for success.
The advantage of advertising on TikTok is unlimited. But how do you measure your campaign on TikTok? What are the metrics that signify the rate of success of your TikTok ads- tons of queries you may wonder about.
But no worries here is how to monitor TikTok ad campaign and a list of the best metrics of TikTok that I’ve created for you;
Why Should You Track TikTok Ad Campaign?
As a TikTok marketer, tracking & monitor your TikTok advertising is essential due to mostly;
- See the ad performance.
- Set your control over the ad campaigns.
- Create a new ad strategy according to trends & ads performance.
- Operate promotional activities from a single dashboard.
- Get insight data about your running ads.
- Saving time and money as well.
- Evaluate and analyze, then take action as required.
How To Track TikTok Ads Campaign?
Tracking your TikTok ads’ performance can be done in 2 major ways- TikTok Pixel or custom tracking software. Here are the details;
Using TikTok Pixel
Like Facebook, TikTok Pixel is a set of codes that performs tracking for your ads on the platform. TikTok Pixel is the most popular tracking way as it is very easy to set up and use. You will simply put the code on your site’s “thank you” page and it will start working for you!
Benefits of TikTok Pixel
- It lets you improve ad optimization by nursing the system’s added data about the users who tend to buy. The more sales your pixel has taken, the improved goal optimization you may think.
- You can track your conversions or sales coming from TikTok Ads.
- Integrate with partners including Shopify or WooCommerce.
- Easy to set up.
- After connecting your TikTok pixels, you will get an option for remarketing activities and making custom viewers from the data sets that the TikTok pixel collects.
Go wrong with TikTok Pixel
- It can easily get blocked by ad blockers.
- TikTok pixel is using third-party cookies whereas; Apple, Google, and other key players in the market emphasize the cookie-less ads future.
Using Custom Tracking Software
Custom tracking software is another way to track TikTok ad campaigns. It is a bit complex to install but reliable. You may want to use the S2S (server-side) tracking solution that works without third-party cookies. So no chance of ad blocks.
Benefits of Custom Tracking Software
- Further accurate results.
- Protection against ad blockers or other harmful events.
- The cookie-less solution while using a tracker that supports first-party data.
- Lift optimization and targeting by providing more data to the TikTok system.
- Provide granular reports on your ad campaigns, including time, location, device type, etc.
- Provide the data about ad cost.
Go wrong with Custom Tracking Software
- A bit complicated to install and use, particularly for beginners.
- Pricier.
How To Monitor TikTok Ad Performance with TikTok Attribution Manager (TAM)?
Typically, TikTok ads manager will show two types of results;
Dashboards– Here you will find the overall data across all campaigns.
Campaign Page– Here you will find elaborate data on your ad campaigns with collected data about ad groups and specific ads.
But the TikTok Attribution Manager of the TikTok Ads Manager section enables you to set custom attribution spaces on each of your campaigns. This means you can select an exact period to track your ad. The click-through attribution (CTA) part is start from one day to 28 days.
At the same time, the view-through attribution (VTA) part is start from off to up to seven days. So you will get the flexibility to measure your TikTok promotional. Additionally, by default TAM will show you 7-day click and 1-day view data, based on TikTok Pixel and/or Events API reply.
So you will get precise data on how people respond to your ads in the app. This new tool from the TikTok platform will run new ways to measure ad response which will help to increase your TikTok ads performance. You will find TikTok Attribution Manager in TikTok Ads Manager’s “Assets” section.
Top TikTok Metrics That You Must Track
There are numerous metrics and performance signs available on TikTok. And most of them are very crucial for marketers. But here I’m going to spotlight the six key TikTok metrics that you must track while creating your TikTok advertising policy. Let’s see more;
Average Engagement Rate
Engagement states to people’s interactions with your TikTok posts, including likes and comments. So the Average Engagement Rate is an important synopsis that signifies a glimpse into your ad campaign’s performance at every level. A higher average engagement rate means a better chance of conversion.
Total Number of Videos Published
It refers to how many videos you/an account post in a particular period. The number of interesting and entertaining videos you posted on TikTok will relate critically to the growth and impact of your account.
This metric is vital especially when looking at your influencer or partner accounts. Because even if you are only offering the budget for a few videos, the influencers you partner with are actively and constantly getting viewers.
Total Follower Growth & Follower Growth Percentage
Total follower growth means the number of followers you’ve got in 30 days. It is an important metric to track particularly when working with influencers. You will notice if they’re regularly raising their accounts.
So you partner with creators who can provide good ROI in the future. This means partnering with creators who are quickly growing their viewers, and the ROI of your influencer ad campaigns will rise over time.
At the same, the follower growth percentage also shows how much your follower growth has changed, but it’s obtainable as a percentage. A higher follower growth percentage indicates a quicker growth in that 30-day growth period.
Hashtag Growth
Another great TikTok metric is Hashtag growth. It is the most prevalent way to track any branded hashtags you create for your ad campaign. Some apps can provide you with detailed data about every hashtag, like average views, comments, likes, shares, and the engagement rate of any precise hashtags.
You must monitor hashtag growth regularly due to its temporary nature. So you will find the best data for branded hashtag growth, monitor this metric closely and frequently. You can even use it to see the top-performing hashtags on TikTok.
Tag Usage
If you are looking for related hashtags and want to see their performance on the TikTok platform, tag usage makes sense positively. This metric is mostly helpful for finding winning and hot trends on TikTok. So you can force these to go viral.
Follower Evolution
This metric will tell you how your account is rising on shorter time frames, even hour by hour. It is more important to create a content strategy. If you see a point of follower evolution several times during the day, you must find the content that stays behind the growth.
The points in your follower evolution chart will let you know which of your newly published videos are performing well and driving engagement and getting followers. So you can double down on what’s working and can fix what’s not.
How To Set & Use Tracker For TikTok Ads?
If you decide to use custom tracking software to track your TikTok ad campaigns, you can do it anytime. But based on the solution you are using, the setting process may vary. Here is how you can do it;
- Make TikTok Pixel- This is the first step. TikTok pixel will work as the place to store data from getting TikTok.
- Link Your Custom Tracker with TikTok- Now time to link your custom tracker with TikTok by hitting the “connect” (or named differently for different brands) button. You will also need to settle a few consents and fill in pixel tokens.
- Generate Mapping for TikTok- To send conversion data including sales, add-to-carts, abandoned carts, etc. back to TikTok you will need to generate mapping for TikTok.
- Set up Universal Tracking Script- It is a unique feature that allows you to track events on your website from various channels like TikTok Ads, Google Ads, Facebook Ads, Organic traffic, and more.
- Get a Custom Tracking Domain- It is a distinct type of domain that is used for tracking. These types of domains are secure for users and advertising networks and help you avoid being blocked by ad blockers, etc.
- Launch an Ad Campaign on TikTok- Since all the setting job has been done, now launch an ad campaign on TkTok and see how it is being measured.
How To Track TikTok Ad Campaigns? | The Takeaway
Nowadays, TikTok is the most dominant social media to go viral for any product or brand. It can missile your brand’s reach and engagement in no time. And knowing how to track TikTok ad campaigns enable you to see your ad’s performance. So you can plan your ad strategy according to the trend and go viral.