Why TikTok performance needs a new lens
As scrutiny on media investment intensifies, marketers are under pressure to justify spend with confidence. But in fast-moving platforms like TikTok, focusing on ROI alone can hide the real drivers of performance.
This new TikTok Measurement Spotlight goes deeper. It examines not just cost and return, but how different formats, creative choices and measurement approaches shape real business impact.
Built on granular TikTok data and rigorous econometric modelling, this study reveals what actually drives effectiveness on the platform.
What you’ll discover inside the paper
This paper moves beyond surface-level benchmarks to uncover the dynamics behind TikTok performance. Inside, you’ll explore:
The findings are based on real brand data, analysed independently, designed to help marketers make better decisions, not just validate assumptions.
Cost vs. impact
Some formats look expensive. Others look efficient. The reality is more nuanced.
Creative that holds attention wins
Watch time is a signal of commercial effectiveness.
Not all impressions are equal
Context, format and placement shape how value is created,
TikTok’s influence goes beyond digital
Sales impact doesn’t stop at online conversions, and measurement shouldn’t either.
