TikTok Data & Reporting

Overview

After connecting TikTok For Business to Branch, data will seamlessly flow between the two to measure your campaigns' performance. It is helpful to know what kinds of data are passed to each platform to properly compare campaigns and optimize future campaigns. The Branch Dashboard will also populate with helpful reports for campaign measurement.

Mapping between TikTok & Branch

Campaign data mapping

Branch data	TikTok data	Definition	Possible values
`~campaign`	campaign_name	The advertiser-defined campaign name of the campaign that produced the ad event. This value is not guaranteed unique.	Light Bright Launch
`~campaign_id`	campaign_id	The numeric campaign ID of the campaign that produced the ad event. This value is guaranteed unique.	15292426
`~country`	country	User’s country code	2-letter country code
`~ad_set_name`	ad_group_name	The advertiser-defined ad group name of the campaign that produced the ad event. This value is not guaranteed unique.	“Example name”
`~ad_set_id`	ad_group_id	The numeric ID of the ad group that produced with the ad event.	235465654654
`~ad_name` & `~creative_name`	ad_name	The advertiser-defined ad name of the campaign that produced the ad event. This value is not guaranteed unique.	Creative name
`~ad_id` & & `~creative_id`	ad_id	The numeric adID of the campaign that produced the ad event. This value is guaranteed unique.	123456
`~placement`	placement	The advertiser-defined placement name of the campaign that produced the ad event. This value is not guaranteed unique.	placement
`last_attributed_touch_type`	attribution_type	The type of attribution of the last touch event	CLICK or IMPRESSION

Event mapping

This is the standard Branch events to TikTok for Business pre-defined event mapping. You can choose to select any Branch event you want to link and map the field with one of the predefined TikTok For Business (SAN) event names.

Branch Event	TikTok Event	TikTok Event Enum (For reference)
INSTALL	InstallApp	0
OPEN	LaunchAPP	129
ACHIEVE_LEVEL	AchieveLevel	40
ADD_PAYMENT_INFO	AddPaymentInfo	127
ADD_TO_WISHLIST	AddToWishlist	128
INITIATE_PURCHASE	Checkout	20
COMPLETE_TUTORIAL	CompleteTutorial	131
CLICK_AD	InAppADClick	132
VIEW_AD	InAppAdImpr	133
ADD_TO_CART	AddToCart	22
LOGIN	Login	114
PURCHASE	Purchase	2
RATE	Rate	138
COMPLETE_REGISTRATION	Registration	1
SEARCH	Search	140
SPEND_CREDITS	SpendCredits	141
START_TRIAL	StartTrial	142
SUBSCRIBE	Subscribe	143
UNLOCK_ACHIEVEMENT	UnlockAchievement	144
VIEW_ITEM	ViewContent	29
	CreateGroup	135
	CreateRole	39
	GenerateLead	24
	JoinGroup	134
	LoanApplication	118
	LoanApproval	105
	LoanDisbursal	103

Branch Dashboard reports

Available dimensions to compare by

Dimension	Supported?
Clicks	✅ Yes
Cost	✅ Yes
Impressions	✅ Yes
Feature	✅ Yes
Channel	✅ Yes
Campaign	✅ Yes
Tags	❌ No
Stage	❌ No
Ad Partner	✅ Yes
OS	✅ Yes
Platform	✅ Yes
Keyword	❌ No
Campaign ID	✅ Yes
Ad Set Name	✅ Yes
Ad Set ID	✅ Yes
Ad Name	✅ Yes
Ad ID	✅ Yes
Placement	✅ Yes
Last Touch Type	✅ Yes

Cost metrics data

Analytics Tag	Description	Used For
Cost	Total cost	Sum of cost
ROI	Return on investment. Profit as a percentage of cost	(Revenue-Cost) * 100 /Cost
ROAS	Return on Ad Spent. Revenue as a percentage of cost	Revenue/Cost
eCPI	Effective cost per install. The total cost of the campaign divided by the number of installs driven.	Cost / Installs (eo_installs)
eCPC	Effective cost per click. The total cost of the campaign divided by the number of clicks.	Cost / Clicks (eo_clicks)
eCPM	Effective cost per milli (thousand impressions). The total cost of the campaign divided by the number of impressions / 1000	Cost / (Impressions / 1000) (eo_impressions)
eCPA	Effective cost per purchase	Cost / Purchases

Engagement metrics

You can view data for click-through and view-through engagement conversion metrics for TikTok for Business. Here are the following supported engagement types:

Engagement Type	Attribution Support
Engaged View	Click-Through
Engaged Click	Click-Through
Click to Store	Click-Through
View	View-Through

You can view these through Dashboard Reports or exports:

Report/Export	Parameter	Value
Dashboard Report	`touch subtype`	`engaged_view`, `engaged_click`, `click_to_store`, `view`
Dashboard Custom Exports	Column	Touch Subtype
Custom Exports API	`fields`	`last_attributed_touch_data_tilde_touch_subtype`

Possible data discrepancies

TikTok for Business and Branch use distinct attribution models. This may cause discrepancies between TikTok for Business and Branch. While we work closely with TikTok for Business, to minimize these discrepancies, advertisers need to be aware of potential causes.

The table below describes possible reasons for discrepancies between the TikTok Ads Manager and the Branch Dashboard.

	Branch	TikTok for Business
Click-through attribution window	The default window is 1 day for session start. More details here.	The default window is 7 days. This window can be configured either 1 day or 7 day.
View-through attribution window	The default window is 1 day for session start. More details here.	The default window is 1 day. This window can be configured either 1 day or off.
Multi-channel source attribution	Branch attributes based on Last Touch; though, you may view different ad network touches using Branch. More details here.	TikTok attributes installs to itself if the install occurs within the attribution window following the ad engagement (view, click, etc.), regardless of other media sources
Different time zones	Timezone can be configured in the Profile Tab of Account Settings.	TikTok's timezone (displayed next to the date range) can't be adjusted. It was configured while creating the ad account.
iOS attribution	Branch combines iOS attribution across all integrated ad networks including SKAN	For iOS apps, the TikTok ads manager only displays SKAN attribution results
In-app event attribution periods	Branch attributes in-app events to the last touch ad engagement. Separate attribution windows can be configured for in-app events.	Attribution on each platform may differ based on period windows from the initial install: TikTok attributes post-install in-app events up to 90 days from the install date.
Click-Date Cohort vs. Install-Date Cohort	Branch shows installs as well as post-install events in cohorts based on the date of the ad engagement (ad click/ad view). More details here.	TikTok shows installs as well as post-install events in cohorts based on the date of the ad engagement (ad click/ad view)

Learn more about possible data discrepancies here.

iOS real-time conversion reporting (recommended)

To minimize data discrepancies between Branch and TikTok Ads Manager for iOS campaigns, we recommend enabling iOS real-time conversion reporting. This feature provides near real-time, granular conversion data for iOS 14.5+ campaigns and replaces the delayed, aggregated results from SKAN with detailed reporting at the campaign, ad group, and ad level.

When enabled, iOS real-time reporting helps align the numbers reported in Branch with those in TikTok Ads Manager because we use a shared attribution signal. This reduces the timing and methodology gaps described above.

Benefits

The benefits of iOS real-time conversion reporting include:

Near real-time data: Conversion metrics are available in close to real time.
Granular reporting: Performance data is broken down at the campaign, ad group, and ad level.
Goal-based bidding: Supports TikTok bidding strategies with more responsive data.
Unlimited iOS campaigns: When SKAN reporting is turned off, TikTok’s campaign quota no longer applies.

Enable iOS real-time conversion reporting

To use iOS real-time conversion reporting with Branch, you must first enable Predictive Aggregate Measurement (PAM). For instructions, see our PAM guide.

Once PAM is enabled, you can verify eligibility in TikTok Ads Manager when creating an iOS 14 dedicated campaign. If the app has sufficient data signals, the message “Your app is eligible for iOS real-time reporting” will appear.

Data considerations

Take the following considerations into account when deciding whether to use SKAN or iOS real-time reporting:

Area	With SKAN	With iOS real-time reporting
Data freshness	Delayed	Near real-time
Reporting granularity	Aggregated; limited campaign-level data	Campaign, ad group, and ad level
Attribution model	Apple’s SKAdNetwork framework	TikTok’s modeled attribution via MMP signals
Campaign quota	Limited by SKAN campaign ID slots	Unlimited (when SKAN is turned off)
SKAN reporting	Available in both TikTok Ads Manager and Branch	Not available if SKAN attribution is disabled

App activity for non-app promotion web campaigns

You can track app activities, such as installs and in-app purchases, for non-app promotion campaigns in TikTok Ads Manager. For example, if your web conversion or traffic campaign directs users to a web landing page, you can still measure app installs and related in-app events.

To learn how to do this, check out TikTok's instructions.