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

~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

Branch Event

TikTok Event

INSTALL

Install

OPEN

LaunchAPP

ACHIEVE_LEVEL

AchieveLevel

ADD_PAYMENT_INFO

AddPaymentInfo

ADD_TO_WISHLIST

AddToWishlist

INITIATE_PURCHASE

CheckOut

COMPLETE_TUTORIAL

CompleteTutorial

CLICK_AD

InAppADClick

VIEW_AD

InAppAdImpr

ADD_TO_CART

AddToCart

LOGIN

Login

PURCHASE

Purchase

RATE

Rate

COMPLETE_REGISTRATION

Registration

SEARCH

Search

SPEND_CREDITS

SpendCredits

START_TRIAL

StartTrial

SUBSCRIBE

Subscribe

UNLOCK_ACHIEVEMENT

UnlockAchievement

VIEW_ITEM

ViewContent

Branch Dashboard Reports

Available Dimensions to Compare By

Dimension

Supported?

Clicks

:white-check-mark: Yes

Cost

:white-check-mark: Yes

Impressions

:white-check-mark: Yes

Feature

:white-check-mark: Yes

Channel

:white-check-mark: Yes

Campaign

:white-check-mark: Yes

Tags

:x: No

Stage

:x: No

Ad Partner

:white-check-mark: Yes

OS

:white-check-mark: Yes

Platform

:white-check-mark: Yes

Keyword

:x: No

Campaign ID

:white-check-mark: Yes

Ad Set Name

:white-check-mark: Yes

Ad Set ID

:white-check-mark: Yes

Ad Name

:white-check-mark: Yes

Ad ID

:white-check-mark: Yes

Placement

:white-check-mark: Yes

Last Touch Type

:white-check-mark: 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


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