TikTok Ads in Marketing Mix Modeling (MMM)
K
Written by Konsta Mustasilta
Updated over a week ago

Introduction to TikTok Ads

TikTok ads are a form of advertising on the popular social media platform TikTok, which is known for its short-form video content. These ads allow businesses to promote their products or services to TikTok's user base.

Ad Formats in TikTok Ads

There are several types of TikTok ads, including:

  1. In-feed ads: These ads appear in users' feeds as they scroll through TikTok, much like regular user-generated content. They can include a combination of video, images, and text, and users can interact with them by liking, sharing, or commenting.

  2. Brand takeover ads: These ads are full-screen ads that appear when users first open the TikTok app. They typically last a few seconds and can include images, GIFs, or short videos.

  3. Hashtag challenges: Advertisers can create sponsored hashtag challenges, where they encourage users to create and share content around a specific theme or hashtag. This type of ad leverages user-generated content and can help generate buzz and engagement around a brand or product.

  4. Branded effects: TikTok offers branded effects, such as filters and lenses, that businesses can create and promote to users. These effects allow users to enhance their videos with branded elements, such as logos or animations, adding an interactive and engaging element to ads.

Data specifications for TikTok Ads in Sellforte Marketing Mix Modeling

This section includes standard dimensions and metrics for TikTok Ads in the Sellforte Marketing Mix Modeling (MMM) template for online data, which is available here: https://support.sellforte.com/en/articles/6966284-connecting-your-data-with-supermetrics-template-gallery-recommended

1. Global

Dimensions

Metrics

Date

Advertiser ID

Advertiser name

Campaign type

Campaign ID

Campaign name

Ad group ID

Ad group name

Campaign objective type

Optimization goal

Bid method

Bidding strategy

Bid

Deep bid type

Placement type

Currency

Cost

Impressions

Clicks

Conversions

Total complete payment value

Complete payment ROAS

Complete payment ROAS (onsite)

Video views

Video views at 100%

6-second video views

2-second video views

Total page views (onsite)

Total place an order value

Total checkout value

2. Country-specific (optional, for multinational companies)

Dimensions

Metrics

Date

Advertiser ID

Advertiser name

Campaign type

Campaign ID

Campaign name

Ad group ID

Ad group name

Campaign objective type

Optimization goal

Bid method

Bidding strategy

Bid

Deep bid type

Placement type

Country

Currency

Cost

Impressions

Clicks

Did this answer your question?