Social media continues to be an effective marketing tool, and brands are choosing specific platforms that allow them to engage with their audience. TikTok, in particular, is growing in popularity, allowing brands to jump onto trends, inform a captive audience and target a niche.
A robust tracking tool can greatly maximize these opportunities and boost results.
Having soared in popularity during the pandemic, TikTok has more than one billion users. As a business, this growth offers both opportunities and obstacles. On the one hand, TikTok allows businesses to cast a wide net to a large number of users. On the other hand, the brand’s message can easily be lost in the noise.
The solution? Businesses need to create targeted TikTok adverts and keep a close eye on analytics to boost ROI. So, how can brands leverage analytics to run effective TikTok ad programs? Let’s dive in!
What Are Ad Programs on TikTok?
TikTok ads give businesses access to millions of users worldwide, providing a platform to send a targeted message.
TikTok offers several unique tools to help brands boost their results. For example;
- Ad opportunities for a range of budgets
- Opportunity to target audience variables such as gender, location, age, interests
- “Custom audience” and “Lookalike audience” features
- Various creative ad formats to explore
- Basic insights to track ad performance
Brands investing in TikTok ads have the option of the following types of adverts;
- In-feed advert an embedded video that auto-plays in the user’s For You feed
- Brand takeover - full-screen feature advert that appears when a user opens TikTok
- TopView video advert that features at the top of the user’s For You page
- Branded hashtag challenge encouraging co-creation of content with users via hashtags
- Branded effects encourage users to use shareable branded stickers, filters, and effects in their own content
As with all social media campaigns, analytics are essential to monitoring the performance of advertising strategies — but are existing TikTok analytics effective?
Analytics on TikTok Ad Programs
While TikTok has various options to track ad performance, there are two main ways to track TikTok ad performance, there are two main ways to track TikTok ad performance.
- TikTok Pixel
Like a Facebook pixel, the TikTok pixel is a piece of code that tracks the performance of your ad campaigns by using third-party cookies. The TikTok tracking pixel has several advantages, such as;
- Easy to set up
- Track conversions from TikTok adverts
- Improve optimization by refining sales goals
- Integrate with partners such as Shopify apps or WooCommerce
- Create custom audiences from TikTok pixel data
While these benefits help to refine an advertising campaign and offer valuable insight, there are a few pitfalls. For example, the pixel can get blocked by ad blockers, and it uses third-party cookies, a method that is slowly dying out.
If businesses really want to invest in TikTok advertising, then they need access to better analytics.
- Custom Tracking Solution
A custom tracking solution offers one major advantage over the TikTok pixel—it uses first-party tracking data.
Custom tracking solutions serve as ad tracking software that is trustworthy and reliable. The solution doesn’t use third-party data and doesn’t trigger ad blockers. As a result, the conversation data is more accurate and secure.
Other benefits include;
- Improves optimization and targeting by offering more data to the algorithm
- Detailed data points that lead to highly comprehensive reports
- Better control over the cost of advertising campaigns
While custom tracking solutions may be more complicated to set up, the benefits are worth it.
How to Leverage TikTok Analytics
If you want to boost social media ad campaign insights and impact, it’s worth investing in a first-party tracking app that integrates across various social media platforms. Doing so offers many ways to leverage TikTok analytics — such as the following.
Track Traffic and Conversions
By integrating the TikTok pixel with your Shopify store, you can track traffic and conversions from the TikTok ads on your store. Tracking these metrics helps marketers optimize the user experience and increase leads and sales. With this knowledge, brands can make smart and informed decisions for the growth of the business.
Refine Your Target Audience
If you want the advertising budget to have a positive ROI, then you need to target your content to the right audience. TikTok analytics offers insight with accurate tracking data and metrics, allowing you to target the right audience — right down to the most niche group of people!
Create a Lookalike Audience
Creating a lookalike audience by studying the characteristics of your existing customers is one of the most effective ways to capture the attention (and loyalty) of new, interested buyers. An integrated tracking app allows you to build custom and lookalike audiences to widen your audience base strategically.
Integrate with Other Apps
Let’s face it, most social media marketers have a presence on more than one social media platform. Instead of monitoring the analytics dashboard of multiple platforms, brands can save time and money with a tracking app that integrates with all of these platforms from a single dashboard. In the process, analytics can be compared and leveraged for optimal results.
Boost Remarketing Efforts
Research shows that acquiring a new customer can cost up to five times more than preserving the loyalty of an existing customer. One of the most effective ways to reach these existing customers is through remarketing efforts — and TikTok analytics can be a useful tool in the process. Custom DPA’s allow for more conversions from remarketing campaigns by offering valuable insight.
Boost Your TikTok Campaigns with Trackify X
Are you wondering where to begin with your custom tracking solution? Look no further than Trackify X.
At Trackify X, we pride ourselves on being the most robust Shopify app for tracking social media pixels - including TikTok. We offer multiple features, including simple pixel integration, pixel backup, the opportunity to build custom and lookalike audiences, and more.
Get started today and download Trackify X from the Shopify app store. We’re so confident you’ll love our pixel app that we’re even offering a free trial! You can contact our friendly and helpful team online if you have more questions.