Question 1

What is the TikTok halo effect?

Accepted Answer

The TikTok halo effect describes how content and advertising on TikTok drive sales on other platforms like Amazon and a brand's own website. Users discover products on TikTok and then search for them on their preferred shopping channels, leading to a lift in sales that isn't directly attributable to TikTok in last-click models.

Question 2

Why does TikTok ROAS look low?

Accepted Answer

TikTok ROAS often appears low because it typically only tracks sales made directly on the TikTok platform. It fails to account for the significant number of sales that occur "off-platform" on channels like Amazon and Shopify, which are influenced by the brand's TikTok presence. Therefore, the true return on ad spend is much higher than what is reported in the dashboard.

Question 3

How should I measure TikTok's performance?

Accepted Answer

To accurately measure TikTok's performance, you need to look beyond last-click attribution. Monitor your sales velocity on Amazon and your direct-to-consumer website for a lift that correlates with your TikTok campaigns. Also, track increases in branded search traffic and new customer growth across all your sales channels to see the full picture of TikTok's impact.