TikTok’s looking to help marketers better track response to their in-app campaigns via a new partnership with NCSolutions.
It provides new sales lift measurement based on NCS’s methodology, adding more insight on the path to purchase.
NCSolutions utilises machine learning solutions to provide in-depth insight into sales performance, which it can then connect to ad exposure. It will help TikTok advertisers better understand how their campaigns are driving actual results.
As explained by TikTok: “[The process] measures the incremental sales lift of in-person and online purchases after seeing an ad on TikTok. Through partnerships with retailers and machine learning technology, NCS quantifies the effectiveness of advertising campaigns and is used by many of the most trusted brands.”
The process aims to better answer some of the key questions in relation to digital campaigns, including impact on in-store sales, which elements are driving that impact, and advanced audience analytics.
With the combined data from NCS, TikTok will be able to share more information with advertisers to help them make better assessments of their ad performance.
“From those who have started measuring their campaigns with NCS, we’ve already seen some incredible results. In fact, 33 out of 36 campaigns measured by NCS drove statistically significant lift, with an average return on ad spend (ROAS) of $2.66. That’s 2.4x the ROAS compared to the median NCS performance benchmark.”
This new partnership aims to provide more data and while no solution is perfect, more insight is always better, and it could be a big help for some TikTok marketers.