Important Updates to Metrics in TikTok Ads Manager
At ViralTalk, we’re committed to keeping you at the forefront of the ever-evolving world of digital advertising. Today, we’re thrilled to share some metrics updates happening right within TikTok Ads Manager.
👉 Updates on Click and Engagement Metrics
TikTok has given a facelift to “Clicks,” which previously represented clicks leading users to the destination page. These are now renamed as “Clicks (Destination).” The corresponding metrics, such as CPC (Cost Per Click) and CTR (Click-Through Rate), have also undergone a transformation and are now referred to as CPC (Destination) and CTR (Destination), respectively.
But that’s not all! “Total Engagement,” the metric that sums up all user interactions with your ad, has a new name: “Clicks (All).” And the good old “Engagement Rate” is now “CTR (All).” Not to worry, though—the essence of this metric remains the same, encompassing paid likes, comments, shares, follows, music clicks, hashtag clicks, and interactive add-on clicks.
TikTok informs us that this change aims to increase the transparency of reports. Is it though? 🙂
Is this the end of engagement metrics on TikTok? Or perhaps a new metric with a different calculation will emerge? At ViralTalk, we’ve been calculating our own engagement metric for a long time – check out ViralTalk Engagements metric and how we calculate it.
👉 Conversion Rate Metrics (CVR) Get a Facelift
From July 6th onwards, TikTok introduces new conversion metrics that bring not just name changes but also a shift in the way they’re calculated. The previous “CVR,” calculated from clicks, will now be known as “CVR (Clicks)” and will be phased out from the panel on October 6th.
Stepping into the spotlight is the new metric, “CVR (Impressions),” calculated from impressions
TikTok launched view through attributed conversions into reporting last year. Now all advertisers have a default 7 day click and 1 day view attribution window. After this launch you may have seen an increase in your conversion rate metric (CVR).
The goal of current CVR changes is to more accurately reflect campaign results and gain a deeper understanding of the impact of advertising on audiences.
What do you think about these changes? Do they have a significant impact on your reporting and result analysis? Feel free to share your experiences or if you have any questions, just write them in the comments, and we will be happy to assist!
