The TikTok Marketing Partners Program launched two innovative specialties in the Measurement Badge category: Cross-Channel, and Lift, to empower brands with deeper insights into advertising impact on TikTok. Integrated with TikTok’s first-party attribution solution, these new partners provide advertisers with an enhanced understanding of the customer journey and the incremental value of TikTok campaigns, all supported by thoroughly vetted third-party solutions.
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.
Find all the details here.
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