TikTok Ads metrics and dimensions
|
Metrics name |
Description |
Calculations (if applicable) |
|
2-Second Video Views |
The number of times your video played for at least 2 seconds. Replays will not be counted. |
|
|
6-Second Video Views |
The number of times your video played for at least 6 seconds, or completely played. Replays will not be counted. |
|
|
6-second focused views |
The number of times your video has been played for at least 6 seconds, played in full if it is less than 6 seconds, or received at least 1 engagement within the first 6 seconds. Engagements to be measured: Likes, shares, follows, profile visits, clicks, hashtag clicks, music clicks, anchor clicks, and interactive add-ons activity clicks. |
|
|
Adds to cart (Shop) |
The number of TikTok Shop add to cart actions attributed to your ads. Add-to-cart is reported based on the time each ad impression occurred. |
|
|
Adds to cart (Website) |
The number of page add to cart actions attributed to your ads. |
|
|
Average Video Play |
Average play time per video view |
|
|
Average Video Play per User |
Average play time per user |
This metric is estimated. |
|
Checkouts initiated (Shop) |
The number of TikTok Shop initiate checkout actions attributed to your ads, such as clicks on "Buy now" and "Buy with coupon" buttons on your product pages. Initiate checkout is reported based on the time each ad impression occurred. |
|
|
Checkouts initiated (Website) |
The number of page initiate checkout actions attributed to your ads. |
|
|
Clicks (destination) |
The number of clicks on your ads that led to a specified destination. |
|
|
Conversions |
The number of times your ad achieved an outcome, based on the secondary goal you selected. As one campaign may have a number of different secondary goals, this statistic is not supported for campaigns. Please go to ad groups or ads to view. |
The total count is calculated based on the time each ad impression occurred. |
|
Conversions (SKAN) |
The number of times your ad achieved an outcome based on the objective and settings you selected. SKAN metrics will only display values for iOS 14 Dedicated Campaigns. For non-iOS-14 campaigns, they will display 0. |
|
|
Cost per 1,000 People Reached |
The average cost to reach 1,000 unique users. This metric is estimated. |
This metric is estimated. |
|
Cost per add to cart (Website) |
The average cost per page add to cart action attributed to your ads. |
|
|
Cost per add to cart (Shop) |
The average cost per TikTok Shop add-to-cart action attributed to your ads. Add-to-cart is reported based on the time each ad impression occurred. |
|
|
Cost per checkout initiated (Shop) |
The average cost per TikTok Shop initiate checkout action attributed to your ads. Initiate checkout is reported based on the time each ad impression occurred. |
|
|
Cost per checkout initiated (Website) |
The average cost per page initiates checkout action attributed to your ads. |
|
|
Cost per purchase (App) |
The average cost for each app purchase event that is attributed to your ads. |
|
|
Cost per purchase (Shop) |
The average cost per TikTok Shop purchase attributed to your ads. Purchases are reported based on the time each ad impression occurred. |
|
|
Cost per add to cart (App) |
The average cost for each add to cart event that is attributed to your ads. |
|
|
Cost per Unique Add To Cart (App) |
Unique cost per add to cart (App) |
|
|
CPA (Cost per Conversion) |
The average amount of money you've spent on a conversion. |
Cost/Conversion or Install |
|
CPC (destination) |
The average amount of money you've spent on a click to a specified destination. |
|
|
CPM (Cost per 1,000 Impressions) |
The average amount of money you've spent per 1,000 impressions. |
|
|
CTR (destination) |
The percentage of times people saw your ad and performed a click to a specified destination. |
|
|
CVR |
The percentage of conversions you received out of all impressions on your ads. |
|
|
CVR (clicks) |
The percentage of conversions you received out of all destination clicks on your ads. |
|
| Frequency | The average number of times each person saw your ad. |
|
| Gross revenue (Shop) | The gross revenue of TikTok Shop orders attributed to your ads. It's the amount people pay, plus any discounts provided to them by TikTok Shop platform. Gross revenue is reported based on the time each ad impression occurred. |
|
|
Impressions |
The number of times your ads were on screen. |
|
|
Paid Comments |
The number of comments your video creative received within 1 day of a user seeing a paid ad. |
|
|
Paid Follows |
The number of new followers that were gained within 1 day of a user seeing a paid ad. This metric is only for Boosted TikToks. |
|
|
Paid Likes
|
The number of likes your video creative received within 1 day of a user seeing a paid ad.
|
|
|
Paid Shares |
The number of shares your video creative received within 1 day of a user seeing a paid ad. |
|
|
Purchase ROAS (Website) |
The return on ad spend (ROAS) from purchases on your website. |
|
|
Purchase ROAS (Website) in % |
The return on ad spend (ROAS) from purchases on your website. This metric is shown as a percentage |
|
|
Purchase value (Website) |
The total value of purchases on your website attributed to your ads. |
|
|
Profile Visits |
The number of profile visits the ad drove during the campaign. (This metric is only for Boosted TikToks) |
|
|
Profile Visits Rate |
The rate of profile visits per impression the paid ad drove during the campaign. (This metric is only for Boosted TikToks) |
|
|
Purchase rate (Shop) in % |
The percentage of TikTok Shop purchases from clicks on your ads. Purchases are reported based on the time each ad impression occurred. |
|
|
Purchases (Shop) |
The number of TikTok Shop order submission actions attributed to your ads. Purchases are reported based on the time each ad impression occurred. |
|
|
Purchases (Website) |
The number of purchases on your website attributed to your ads. |
|
|
Purchases (App) |
The total number of purchases in your mobile app that were recorded as app events and attributed to your ads. |
|
|
Purchase ROAS (App) |
The return on ad spend (ROAS) from purchases in your app that were recorded as app events and attributed to your ads. |
|
|
Reach
|
The number of unique users who saw your ads at least once. This metric is estimated
|
|
|
ROAS (Shop) |
The return on ad spend (ROAS) from TikTok Shop gross revenue attributed to your ads. Gross revenue is reported based on the time each ad impression occurred. |
|
|
ROAS (Shop) in % |
The return on ad spend (ROAS) from TikTok Shop gross revenue attributed to your ads. Gross revenue is reported based on the time each ad impression occurred. This metric is shown as a percentage. |
|
|
Total Add To Carts (app) |
The total number of times a user added items to a shopping cart in your mobile app that were recorded as app events and attributed to your ads. |
|
|
Total Cost
|
The estimated total amount of money you've spent on your campaign, ad group, or ad during its schedule.
|
|
|
Total Leads |
The total number of leads generated in your mobile app that were recorded as app events and attributed to your ads. |
|
|
Total Purchase Value |
The total value of purchase events that occurred in your app that were recorded by your measurement partner. |
|
|
Unique Add To Cart (app) |
The number of unique times a user added items to a shopping cart in your mobile app that were recorded as app events and attributed to your ads. |
|
|
Unique purchase rate (Website) |
The percentage of unique purchases on your website from all clicks attributed to your ads. |
|
|
Unique Leads |
The number of unique leads generated in your mobile app that were recorded as app events and attributed to your ads. |
|
|
Value per purchase (Website) |
The average value per purchase on your website attributed to your ads. |
|
|
Value per purchase (App) |
The average value per purchase in your app attributed to your ads. |
|
|
Video Views
|
The number of times your video starts to play. Replays will not be counted.
|
|
|
Video Views at 25% |
The number of times your video was played at 25% of its length. Replays will not be counted. |
|
|
Video Views at 50% |
The number of times your video was played at 50% of its length. Replays will not be counted. |
|
|
Video Views at 75% |
The number of times your video was played at 75% of its length. Replays will not be counted. |
|
|
Video Views at 100% |
The number of times your video was played at 100% of its length. Replays will not be counted. |
|
|
Dimension Name |
Description |
|
Ad Group |
The name of the ad group |
|
Ad Title |
The title of the ad |
|
Ad With Image |
The ad name and its image. |
|
Campaign Name |
The name of the campaign |
|
Country Name |
The name of the country |
Need help with TikTok Ads?
Contact our Support Team here 💪🏼
What's next: