Published: July 20, 2021
Author: Jessica Guedes
As one of the newest players in the social media field, TikTok ramped up its advertising solutions in 2019-2020. Many advertisers took a chance and ventured into the unknown on this platform, and they benefited from low costs and a new ability to reach Gen Z. During that time period, we at 3Q Digital partnered with several forward-looking clients to test the waters and try to understand what TikTok’s advertising platform had to offer. We found that while general advertising costs were much lower on TikTok compared to Facebook and Instagram (with CPMs 80% lower), click-through rates were also 70% lower.
Up until very recently, TikTok was only able to report on single session, last-click events, which failed to provide insight into consumers’ actions after a video was viewed. This posed a serious challenge for brands that needed to back up their investment into this new digital platform with measurable KPIs. However, TikTok released an update at the end of Q2 that is music to the ears of direct response advertisers: multi-session measurement.
Now that TikTok’s tracking pixel monitors consumer activity across multiple sessions, the new measurement window for advertisers has expanded from single session, last-click attribution to 7-day click and 1-day view. In addition to this update, TikTok also now offers an advanced matching capability that ties conversion activities to consumers’ emails and phone numbers and other…