What is TikTok Shop Measurement?
TikTok Shop Measurement enables you to track and attribute conversions that occur on TikTok’s built-in e-commerce platform. It helps you see which purchases were driven by paid TikTok ads, which were influenced by organic content, and how these compare to performance on other platforms.
Why We Built It?
Marketers can use TikTok to promote products in multiple ways:
Native Ads: Users see an ad and click through to your website.
TikTok Shop Ads: Ads that encourage in-app purchases on TikTok Shop.
TikTok Shop Affiliate Program: Collaborate with influencers to promote products that are purchased directly in the TikTok app.
Organic TikTok Shop Placements:
Add your products to your brand’s TikTok page for sale.
Make products searchable for users browsing TikTok Shop (like searching on Amazon).
Work with influencers (outside the Affiliate Program) who can showcase your product for in-app purchase.
Since TikTok Shop purchases happen entirely within TikTok’s ecosystem (rather than on your website), they aren’t tracked through Google Analytics or automatically included in Fospha dashboards. This means you could be missing a critical piece of your marketing performance data.
By measuring both “native” TikTok ads (which drive traffic to your site) and TikTok Shop ads (which allow in-app purchases), you get a complete view of how your TikTok marketing impacts Return on Ad Spend (ROAS), Cost Per Purchase (CPP), and other key metrics.
How It Works
Data Ingestion: We pull in order data from your Shopify store, identifying any orders placed through TikTok Shop.
Data Transformation: Our platform reviews each order to check if it’s a new or repeat purchase, applies currency conversions, and handles any order exclusions.
Attribution: We bring together your TikTok Ads spend data with the order data to figure out how many orders come from TikTok ads versus organic sources. We also factor TikTok Shop Ad impressions into your Fospha Daily MMM, letting you see how these ads influence web sales too.
What's New: Tiktok Shop + Halo
We are enhancing Fospha's Halo measurement by integrating data directly from TikTok Shop advertising. This means we will now be able to measure and report on the full impact of TikTok Shop ads impressions on sales across all channels, including your website and Amazon, not just sales made directly on TikTok Shop. This provides a much more complete picture of TikTok's true ROI and expands Halo's existing cross-channel measurement capabilities by adding TikTok Shop data to the DTC Ads insights.
How It Works
Imagine Halo already collects data on where someone sees your ads from various sources (like Meta, Google, etc.) and gathers them into a specific place in its system we call the DTC Ads impression pool. Halo then uses everything in this pool to figure out which ads influenced sales on Amazon.
With this integration:
We're adding TikTok Shop: We will now also bring in data on TikTok Shop ads impressions.
Joining the DTC Ads pool: This TikTok Shop ads impression data will be added to the same DTC Ads impression pool that already contains impressions from your other advertising sources.
Halo analyzes the whole pool: Using its existing measurement technology, Halo looks across all the impressions in the DTC Ads pool (now including TikTok Shop Ads) and connects them to purchases that happen on your website and on Amazon.
Finding the "Halo Effect": This allows us to specifically identify sales on your website or Amazon that were influenced by someone having seen a TikTok Shop ads impression – this is the "Halo effect" for TikTok Shop.
Better Reporting: When you look at your TikTok Shop performance in Fospha, you won't just see sales that happened directly from someone clicking a TikTok Shop ad. You'll see those, plus organic sales on TikTok, and the sales on your website and Amazon that were influenced by your TikTok Shop ads impressions. These insights will be available broken down by your specific TikTok campaign objectives.
In short: We're taking TikTok Shop ads impressions data and adding it to the DTC Ads analysis pool within Halo to measure its influence on sales everywhere, integrating TikTok into your existing cross-channel ad performance view and giving it credit where credit is due for your TikTok spend across all your sales channels.
How to Use TikTok Shop Measurement in Fospha
Consolidated View: Both TikTok Shop and TikTok “native” conversions are categorized under the same Channel Group (Paid Social) and source (tiktok).
Channel Health Check: In this dashboard, you can see the difference between TikTok ad types by using the “Performance by Campaign Type” chart.
Optimization Dashboard: Filter for “TikTok Shop” in the Campaign Type filter to drill into the performance of your TikTok Shop-specific campaigns.
What’s Available in Beta
Only applicable for customers who advertise in TikTok Shop and who are Shopify customers and have the TikTok Shop App setup in Shopify. Alternatively, customers can also provide TikTok Shop orders via file ingestion.
Only attributes new conversions down to campaign type granularity – Campaign and Ad level data for this metric is aggregated as ‘unmatched-campaign’.
All TikTok Shop conversions that are not attributed to Tiktok Shop ads are considered ‘Organic’ and may include sales from Influencers not tracked in the TikTok Shop affiliate program.
By integrating your TikTok Shop data into Fospha, you’ll have a complete view of every purchase—whether it happens on your website or within TikTok Shop—giving you the insights you need to optimize your TikTok marketing strategy.
FAQ
Q: Why are the number of Fospha attributed conversions to TikTok Shop more than what I can see in Shopify?
A: Fospha’s modelling looks at the impact that TikTok Shop ads have on both TikTok Shop and Website platforms. E.g. If you run ads on TikTok Shop, some customers may see them and purchase directly through the Tiktok App. However, customers may also navigate to your website to make the purchase instead which Fospha’s modelling accounts for.