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TikTok Splits Marketing Measurement Partners Into Specialty Elements 2024

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In the ever-evolving landscape of digital marketing, the impending era of a cookie-less future is compelling marketers to seek innovative approaches for tracking ad performance and engagement. Recognizing this paradigm shift, TikTok is taking proactive steps to empower marketers by dividing its Marketing Measurement Partners into specialized elements. This strategic move aims to offer tailored assistance through approved partners, each excelling in specific measurement areas. As we navigate this transformative journey, TikTok’s commitment to providing expert guidance in diverse measurement elements signifies a pivotal evolution in the way marketers adapt and thrive in a rapidly changing digital ecosystem.

Join us as we explore how TikTok’s pioneering approach is set to reshape the future of marketing analytics and enhance the effectiveness of advertising strategies.

Introducing new measurement partners’ specialties

The TikTok Marketing Partners Program is proud to introduce the new Cross-Chanel Lift partners to recognize experts in attribution and incrementality measurement.

In an ever-changing digital marketing world, determining ad campaign efficiency has gotten increasingly difficult. TikTok’s immersive experience encourages brand discovery and action, with 70% of users finding new brands and 92% taking action based on the platform’s content. However, people frequently absorb marketing messaging visually, resulting in offline product searches or purchases while not clicking on advertisements. A recent study found that standard last-click attribution techniques miss around 79% of TikTok-related sales.

TikTok Splits Marketing Measurement Partners Into Specialty Elements: Partners pave the way for measuring campaign impact and success

To assist marketers in better understanding the effect of advertising on TikTok, the TikTok Marketing Partners Program is pleased to introduce two new partner specializations in the Measurement Badge category: Cross-Channel and Lift. When combined with TikTok’s first-party attribution solution, these partners may help advertisers better understand the customer journey and incremental nature of TikTok campaigns by leveraging verified third-party solutions.

Partners can use specific measuring methodologies to contextualize and give more insight into TikTok ad success, meeting the objectives of advertisers. This study is significant since it assists companies in determining which advertising channels are most effective and demonstrates the return on advertising spending. Following extensive collaboration with TikTok and our advertising customers throughout the world, these partners have established the highest levels of measurement excellence by acting as an independent source of truth for TikTok’s capacity to generate marketing outcomes.

Global Head of Marketing Partnerships and Industry Education TikTok talks about the new measurement partner

Cross-Channel Partners

Cross-channel partners analyze the impact of TikTok ads across various marketing touchpoints before a purchase is made. Within this specialty, there are two partner focus areas:

Multi-touch attribution: Assesses the efficiency of TikTok advertising across digital touchpoints. Multi-touch attribution gives marketers a more complete picture of their customers’ route to purchase and helps them discover the most effective channels for accomplishing their objectives.
Post-purchase survey: Survey-based measurement and insights platform that marketers can incorporate into their e-commerce sites to better understand how buyers discover their product/brand, as well as other attitudinal data. PPS employs the customer’s voice as a source of truth, allowing advertisers to gain a more full picture of attribution.

TikTok’s cross-channel measurement partners, for example, are able to provide analysis into the impact of TikTok ads across various marketing touchpoints before a purchase is made.

Cross-Channel Partners Evaluate performance to drive action

Lift partners

Lift partners, meanwhile, will be able to share more insight into the incremental impact of TikTok advertising:

Lift partners measure the incremental impact of TikTok advertising. Within this specialty, there are four partner focus areas:

Brand lift: Uses an immersive in-feed polling experience to measure ad effect on brand lift criteria including Ad Recall, Awareness, Attitude, and Favorability.
Sales lift: Determines the incremental efficacy of advertising efforts in driving online and offline sales—as employed by CPG marketers.
Store visit lift: Measure the extra visits to actual stores caused by TikTok marketing campaigns.
Tune-in lift. The impact of advertising on incremental viewing of a show, movie, or other medium.

*Brand lift is a previously existing focus area under the Measurement category that is not new to the program in this launch.

What TikTok says

As explained by TikTok:

“Partners can contextualize and provide greater insight into TikTok ad performance using specialized measurement methods to meet advertiser needs. After significant cooperation with TikTok and our advertiser clients around the world, these partners have demonstrated the highest standards of measurement excellence in serving as an independent source of truth of TikTok’s ability to drive marketing outcomes.”

Fospha – The newest measurement partner of TikTok

Fospha and TikTok are excited to announce a collaboration to assist TikTok’s eCommerce marketers in correctly analyzing their digital marketing success. With this cooperation, Fospha and TikTok will work closely together to assist companies in improving their attribution and identify where they have the potential to develop to get the highest return on their advertising expenditure.

What’s the problem this partnership is solving?

Measuring the success of impression-based advertising has been a major challenge since the introduction of paid social platforms. It’s a dilemma that has grown more difficult since Apple’s iOS updates, which curtailed the ability to trace consumers from applications or digital platforms to marketers’ websites.

These issues have caused firms to depend even more on simple click-based attribution, which greatly undervalues the impact of upper-funnel activities. According to Fospha research from 2023, Last-Click attribution misses 74% of sales driven by impression-based media like Paid Social and TikTok, and 79% of sales driven only by TikTok. Fospha discovered throughout its customer base that businesses that do not participate in brand and awareness activities have higher acquisition costs and worse returns on advertising investment.

Why Fospha?

Fospha is pioneering a transformational new approach to cross-channel digital marketing measurement. A no-code implementation means clients are live in 2 to 3 weeks with a year of full-funnel performance (impressions, clicks, zero-party data) modeled and it’s completely privacy-safe (no user-level personal data is used).

Sam Carter, Fospha CEO, said, “Fospha’s mission is to help our clients spend their marketing budgets confidently, acquiring as many customers as possible and generating the best return possible on their marketing budgets. This mission is more vital than ever, as macroeconomic conditions have squeezed advertising budgets significantly in 2023.

The results of the partnership pilot have been phenomenal for brand advertising on TikTok and we’re absolutely delighted that TikTok is recognizing in Fospha a partner that can help a huge number of their customers quickly and radically improve their understanding of what’s working in their marketing mix, so they can immediately start making better investment decisions.”

If you’d like to find out more, you can read more about one of the partnership pilot results here:

https://www.fospha.com/case-studies/the-essence-vault

Final word

To work with a Measurement partner for Cross-Channel and Lift solutions, or to be considered for the TikTok Marketing Partners Program, visit the Marketing Partners website.

If you have any questions, just contact us through our website!

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