TikTok’s looking to help businesses measure the actual impact of their TikTok ads on in-store visits, partnering with location data company InMarket on a new measurement solution option.
InMarket’s conversion tracking process utilizes a range of touchpoints to more accurately measure in-store visits. That then provides more data for brands to go on in understanding how their online promotions lead to in-store sales.
And now, TikTok advertisers will be able to incorporate InMarket tracking into their process.
As explained by TikTok:
“A store visit conversion is noted when a user visits a physical store after being exposed to a TikTok ad. This allows advertisers to understand if their specific campaign is leading to incremental visitations post exposure by comparing visitation rates of an exposed group to a group of similar control users.”
So it’s essentially conversion lift reporting, but via more accurate, third-party verified means, which could provide more depth to your reporting, and more understanding of how your TikTok campaigns are driving actual in-store traffic and response.
Indeed, TikTok says that brands which have incorporated the new process are already seeing results:
“Out of 126 campaigns [measured with InMarket], 121 campaigns led to statistically significant lift within the retail and dining categories. For those campaigns measured, TikTok performance was 1.2x higher than the LCI Incremental Lift benchmark.”
There’s no doubt that TikTok drives attention, and that such attention can lead to more interest. This new solution will provide a more specific perspective on what that actually means, connecting the dots between online exposure and offline activity.
TikTok also rolled out a new “Conversion Lift Study” option for the same purpose, though without the added assurance of data from InMarket.
So now, you have a couple of options to help measure the impact of your TikTok campaigns, and improve in-store performance of your promotions.
You can learn more about TikTok’s new partnership with InMarket here.
