Advertising on TikTok is a great way to reach a broad, agile and responsive audience with your message. TikTok has close to a billion users worldwide, making it one of the biggest social media platforms in the world.
According to an Insider Intelligence study comparing how TikTok commerce stacks up against Facebook and Instagram, 20.6% of respondents that shopped on social media claimed they did so via TikTok.
It is believed that by the fourth quarter of 2022, brands will intensify the use of TikTok for marketing, 40% more than they do now.
However, from observations on forums and consultations, we’ve come to understand that ad agencies and digital campaign managers are mostly not tracking the proper KPIs they need to achieve their objectives.
This is why even though their results are within their grasp, they will not be able to sieve through the data to make sense of the audience’s response, nor will they be able to improve on their ad results to scale their business.
Tracking important KPIs that align with your campaign objective ensures that your ad spends are closely monitored and aligned to collect the information you require for your brand’s growth.
To help you zoom in and focus on meaningful metrics and KPIs you should be focused on to grow, we thought it wise to create this blog post for you and a template that will help you access these important KPIs on one dashboard so you can quickly show you investors or clients in your next meeting.
Here’s that free TikTok Ads template you’ll need to get your TikTok ads reports ready in 60 seconds.
Okay, now that we’ve given you a free TikTok Ads Template to work with, you’ll need to know how to connect your TikTok Ads account to Google Data Studio. So here is another free article to help you connect in 4 easy steps.
Now that you have all it takes to visualize your TikTok Ads data and generate a report on Google Data Studio, let’s examine KPIs and the top TikTok Ads KPIs you should be tracking to be successful in 2022.
These will help you make sense of everything you will find on the free template we’ve shared.
What are KPIs?
KPIs, or key performance indicators, are a metric used to measure how healthy projects, individuals, departments, or businesses are doing with their strategic goals and objectives.
By tracking KPIs, stakeholders can see if the business or campaign is progressing or is on track. Organizations typically use KPIs to measure progress and success towards strategic goals.
● Why are KPIs important?
There are several reasons why KPIs (Key Performance Indicators) are essential. KPIs are a way for stakeholders to see if they’re making progress or if their ads campaign is on track or hitting milestone targets.
Measuring and tracking progress towards specific goals, identifying areas for improvement, and allocating resources are things KPIs help you achieve.
KPIs can also help motivate and inspire for optimum growth. When used correctly, KPIs can be a powerful tool for organizational success.
● What are some excellent KPIs examples?
The KPIs most relevant for a particular campaign will depend on specific business goals and objectives the campaign manager wants to achieve.
Some common examples of engagement and brand awareness goals in advertising and marketing include page visits, followership, shares, comments, saves, likes and click-throughs, views, clicks, and conversion rates.
In the context of this article, we will be assessing TikTok ads KPIs, which will make sense where a campaign manager aims to understand how their TikTok ads are performing against any specific goals earlier set.
In our free Tik Tok Ads template here, we’ve made sure that most of the crucial metrics and KPIs discussed in this article are well organized and presented so you can quickly present them on your report and get on to growing your business.
● How do you choose KPIs?
The best KPIs (Key Performance Indicators) for a given organization will depend on that organization’s specific goals and objectives. However, some general tips can be helpful when choosing KPIs.
First, ensure that your selected KPIs align with your campaign and organization’s strategy. Second, consider your available data, and ensure that your KPIs are based on measurable data points.
Finally, ensure that your KPIs are actionable and can be used to inform decision-making and drive improvements.
TikTok Ad KPI
TikTok Ad KPIs are indicators that show the efficiency of your TikTok marketing efforts. As with every form of marketing, what doesn’t get measured can’t be improved.
Tracking key performance indicators for your TikTok ads will help refine your strategy for better conversions.
Why is it essential to analyze TikTok Ads KPIs?
There are several reasons why you might need to track TikTok Ads KPIs. Perhaps you’re looking to measure your performance on the platform or benchmark your brand against others.
Maybe you’re trying to understand how users interact with your TikTok content, or you’re looking to identify potential influencers to plan an influencer marketing campaign.
Whatever the reason, tracking KPIs on your TikTok business account can give you valuable insights into your activity on the platform.
Top TikTok Ads KPIs to track
Below are several TikTok Ads metrics and KPIs you should be tracking in 2022. Stick with me as we go through these 10 KPIs and metrics you should be monitoring in 2022.
Also, click here if you’d like to see a complete list of metrics that the Porter TikTok Ads connector allows you to import from your TikTok Ads account. And now, here is the list of 10 TikTok Ads KPIs you should be tracking in 2022.
1. CVR (Conversion Rate):
This is the number of people who take the desired action divided by the number of people who see your ad. Many factors can affect your TikTok ad conversion rate.
These can include the quality of your ad, how well it is targeted to your audience, the time of day you run your ad, and more.
However, by keeping track of your TikTok Analytics data and constantly testing and optimizing your ads, you can ensure that you get the most out of your TikTok advertising campaigns.
2. Impressions:
TikTok ad impressions measure how many times users have seen an ad. This TikTok metric is used to assess the effectiveness of an advertising campaign and can be used to compare different campaigns.
TikTok ad impressions are calculated by taking the total number of times an ad has been played and dividing it by the total number of times a campaign was active.
There are a few key reasons why TikTok Ads impressions are essential. First, they help brands gauge users’ interest level in their products or services.
Second, TikTok Ads impressions can provide valuable insights into content resonating with users and driving engagement. Finally, impressions can inform future marketing strategies and budgeting decisions.
Ultimately, TikTok Ads impressions are a valuable TikTok metric for brands to track to understand their target audience better and optimize their marketing efforts.
3. Reach:
The reach of a Tiktok ad is the number of people who see the ad. The reach can be influenced by factors such as the target audience, the placement of the ad, and the budget.
Reach, and impressions are sometimes used interchangeably and are sometimes mistaken to mean the same thing. But there’s a difference.
Reach is the number of people who see your content, while impressions are the number of times your content is seen. Tracking this metric helps you determine if your ads reach the right audience.
If hiring TikTok influencers is a norm for your business, keeping track of this metric is necessary to measure the performance of your influencer campaign.
4. CTR (Click-Through Rate):
This is the number of clicks your ad receives divided by the number of impressions. You might want to track your TikTok click-through rate. For one, it can help you gauge your TikTok marketing effectiveness.
If you see a sudden drop in CTR, it could indicate something wrong. Tracking CTR can also help you optimize your TikTok ads for better results.
By understanding which ad elements are performing well and which ones aren’t, you can make adjustments to improve your overall CTR.
5. CPC (Cost per Click):
This is the amount you spend on your ad divided by the number of clicks. As a business owner, you need to track your TikTok ad cost per click KPI to see how effective your advertising campaigns are.
By tracking this KPI, you will be able to see how much each click on your ad costs and thus how much you are spending on advertising overall.
This information is essential to ensure that your marketing budget is being spent in the most effective way possible.
6. CPV (Cost per View):
Cost per view is a metric used to measure the cost-effectiveness of online advertising. It is calculated by dividing the cost of the ad campaign by the number of video views.
There are several reasons why you might want to track cost per view. For one, it can help you gauge the effectiveness of your advertising campaigns.
If you’re spending a lot of money on ads but not seeing many results in views, you’ll know that you need to adjust your strategy.
Tracking cost per view can also help you optimize ad spending by identifying which channels generate the most views for your budget.
This information can be used to improve your marketing strategy and better target your audience. Additionally, cost per view is often significantly lower than other forms of advertising, making it a more cost-effective option.
7. CPA (Cost per Action):
TikTok ads are a great way to reach a large audience, but measuring your cost per action is vital to ensure you get the most bang for your buck.
Cost per action is a metric that measures how much you spend on an ad campaign divided by the number of actions (such as clicks, views, or purchases) the campaign generates.
By tracking your cost per action, you can see how effective your TikTok ads are and adjust accordingly.
8. ROI (Return on Investment):
The amount of money you make from your ad divided by the amount you spend on your ad is called the return on investment. TikTok ads’ return on investment KPI is an essential metric for determining the success of your ad campaigns on TikTok.
By tracking this KPI, you can see how well your ads perform in terms of return on investment. This will help you to optimize your ad campaigns and improve your overall results on TikTok.
9. Cost per 1000 impressions (CPM)
Cost per 1000 impressions (CPM) is a key performance indicator (KPI) used to measure the effectiveness of online advertising. CPM is calculated by dividing the cost of an ad campaign by the number of impressions (times an ad is seen) generated by the campaign.
A high CPM means that an advertiser pays a lot for each impression, while a low CPM means that an advertiser is getting a good value for their money.
There are some reasons why it’s vital to track Cost per 1000 impressions (CPM). First, CPM provides valuable insights into the overall effectiveness of an advertising campaign.
By tracking CPM, advertisers can determine whether their ad spend results in a high enough volume of impressions to be worth the investment.
10. Engagement rate
Engagement rate is the percentage of TikTok users who interact with an ad. Tracking engagement on an ad or TikTok posts means tracking likes, comments, and shares.
A high engagement rate indicates that your content resonates with your audience. TikTok ads’ average engagement rates vary depending on the type of ad and can range from a few percent to over 50%.
TikTok ads have a high average engagement rate, with users spending an average of 29 seconds interacting with them.
This is due to the short, creative videos TikTok offers, which are perfect for grabbing and holding attention. Brands that use TikTok ads see an average engagement rate of 9.5% compared to other social media platforms.
How to set realistic TikTok Ad KPIs
The best way to set TikTok Ads KPIs (key performance indicators) will vary depending on your specific goals and objectives. However, there are a few general tips you can keep in mind to help ensure your KPIs are realistic and achievable.
First, avoid setting too many KPIs at once. Tracking too many metrics can quickly become overwhelming and make it challenging to identify which ones are important.
Second, consider what you want to achieve in the short and long term. Don’t set unrealistic or unattainable goals, as this will only lead to frustration.
Finally, remember that KPIs are meant to be flexible. As your TikTok strategy evolves, so too should your KPIs. Regularly review and adjust them as needed to ensure they’re still relevant and achievable.
Measuring TikTok Ads KPIs: How to get started
First, businesses need to identify their advertising goals on TikTok Ads before measuring TikTok Ads KPIs.
Once these goals are established, businesses can select the appropriate metrics to track progress. For example, if a business wants to increase brand awareness, it would track metrics such as reach and impressions.
A business that wants to increase website traffic will track click-through rates. By tracking the suitable KPIs, businesses can ensure that their TikTok Ads campaigns are successful.
Track your TikTok Ads KPIs with Porter Metrics
Porter Metrics is hands down the fastest and only TikTok ads connector that allows you to import your TikTok advertising data for analyses and visualisation on Google Data Studio.
The platform easily integrates with Google Properties and is safe and legit, which is why more than 5,000 ad agencies are already using their service.
The most exciting part is that you can get started here – as Porter Metrics is a no-code reporting tool that helps business owners quickly track and report marketing metrics in less than 90 seconds.
This means you don’t need a developer or analyst to help you visualize and download your first TikTok Ads report dashboard right now. In doubt? Try it for free now. Get your free TikTok Ads Report here, or Schedule a call with us so we can guide you through the process. It’s straightforward to get started and done.
While TikTok analytics gives a good overview of various useful metrics, Porter gives you even more, features to explore. For instance, you now have access to a broader range of TikTok ads metrics to present your data in a sophisticated way.
Porter helps you measure your TikTok metrics and tracks metrics on other social media channels like Facebook and Instagram.
Benefits of using Porter to track your TikTok Ads KPIs
- No painful integration with your TikTok account.
- Access to 600+ custom metrics to analyze your TikTok ad campaigns.
- 80+ report templates to help you get your reports ready on time.
- Ability to import your reports in whatever format you need.
- No tech bugs or crashes. Porter extracts your reports from tools you’re already using.
Get started here, and trust us to have your TikTok Ads report on your screen in less than 60 seconds.
Top 10 TikTok Ads KPI Metrics (summary)
Businesses of all types are embracing TikTok as a means of branding in 2022. Just like Facebook and Instagram, running ads on TikTok amplifies the reach of your business’ products and services.
To ensure you don’t flush your money down the drain, you need to set KPIs to monitor all your ad campaigns, and some of these KPIs have been listed as part of the 10 metrics you should keep an eye on if you want to experience tremendous business growth on TikTok this year.
In a nutshell, the Top 10 TikTok Ads KPI Metrics include:
- CVR (Conversion Rate)
- Impressions
- Reach
- CTR (Click-Through-Rate)
- CPC (Cost per Click)
- CPV (Cost per View)
- CPA (Cost per Action)
- ROI (Return on Investment)
- Cost per 100o Impressions
- Engagement rates
Frequently Asked Questions (FAQ)
Can I grow my followers with TikTok Ads?
Yes, you can grow your followers using TikTok ads. You can easily find insights into your followers’ growth rate by clicking the follower tab on TikTok analytics or simply using porter.
What does TikTok Analytics tell you?
It gives insights on various TikTok metrics such as video and profile views, top TikTok posts, follower activity, likes, comments, and shares, and a host of other analytics data.
What is a TikTok business account?
A TikTok business account is a social media platform created for business purposes. It allows businesses to promote their products or services through short video clips. TikTok business accounts also offer features such as analytics and advertising.
What’s the difference between TikTok metrics and TikTok KPIs?
Metrics are simple data collected about user behavior. This data can track progress and understand what is working. KPIs are specific goals set to measure progress. These goals should align with the company’s overall objectives.
Are TikTok Influencers capable of bringing in sales?
Yes. An influencer campaign can lead to your products or service sales when done right.
Asides from creating an eye-catching TikTok video, one of the secrets to a successful influencer marketing campaign is to find TikTok influencers that align with your business’s core values and interests.
The right influencers with a captivating video and call to action will get you sales.
