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.
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.
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.