Ads Manager

User Playbook

—— March.2021——

1
Overview of
TikTok Ads Manager

2
Introducing TikTok Ads Manager
TikTok is the leading destination for short-form
mobile video, providing content that is exciting,
spontaneous and genuine. As one of the most
popular apps in the world, TikTok provides
companies an opportunity to reach a large
community of users who prioritize
entertainment and authenticity.
With TikTok Ads Manager, companies and
marketers have access to the global audience
of TikTok. From targeting, ad creation, insight
reports and ad management tools – TikTok Ads
Manager offers you a powerful yet easy-to-use
platform that will help you reach audiences that
love your products or services.
33
Why Advertise on
TikTok Ads Manager?

• Effective Reach and Engagement

• As one of the world's most downloaded apps

in 2020, TikTok's audiences span over 150
countries around the world. Our audience
will help you reach more customers and
drive traffic to your business.

• Targeting Your Potential Customers

Precisely

• It has never been easier to reach potential

customers by precisely targeting your
audience. With TikTok Ads Manager, you can
target your audience by gender, location,
age, interests and other unique variables.

• For more advanced users looking to take

their ads to the next level, you can create
"Custom Audiences" and "Lookalike
Audiences" to reach people similar to your
existing customers.

4
Why Advertise on
TikTok Ads Manager?

• Creative Ad Formats and Tools

• Creative ad formats are important to keep

your audience engaged. On TikTok Ads
Manager, you can choose formats that best
suit your campaign objectives from a variety
of choices. This includes, but is not limited to:
horizontal, vertical or square videos and
images.

• Ad format is just one piece of the puzzle,

though. What really makes the difference is
being able to make engaging ads and
continuously optimize them. This is why
TikTok Ads Manager offers unique tools that
help marketers excel, whether you are
running a 6-figure ad campaign or you are
a small business on a limited budget.
a. The Video Creation Kit makes it easy for you
to create your video ads. This tool provides
you with a variety of video templates and
allows you to create videos using your
existing images, without having to be an
expert editor.
b. Managing ads can be time-consuming. To
make ad management more efficient, we
created "Automated Creative Optimization",
an ad delivery tool that helps you automate
the process of creating, delivering and
optimizing your ads.

• Transparent Measurement & Trusted Data

Partners

• TikTok Ads Manager measurement tools

allow you to monitor your ad performance
with detailed data and automated custom
reports.

a. Use the TikTok pixel to monitor your ad

performance and measure your marketing
results by tracking user behavior on your
website.
b. We've partnered with leading third-party
tracking companies to help track your ad
conversions, users' in-app actions,
impressions and click attribution data for
transparency and accuracy.

5
 Success Stories
See how small businesses around the world are growing
their business using TikTok Ads Manager.

7M+ Impressions 1M+ Impressions 3.5M+ Users Reached

35K+ Clicks 10M+ Views 130K+ Interactions
47% Below Avg CPM . 0.47% CTR

Read more Read more Read more

27% Lift in Lead Gen 1.4M+ Impressions 5.6M+ Impressions

10K New Leads 10K+ Likes 24K+ Clicks
1K New Orders 0.94% CTR 5.3M+ Video Views

Read more Read more Read more

10M+ Impressions 1.8M+ Impressions 9.6M+ Impressions

9M+ Engagements 17.5K+ Clicks 12.37% Conversion Rate
90K+ Clicks 0.95% CTR 0.77% CTR

Read more Read more Read more

6
01
How to Create an Ad
Account

Welcome to TikTok Ads Manager!

Before launching a campaign, you first need to create a TikTok Ads Manager Account.
Follow the simple steps to create your account.

7
Step 1:
Create a Login: Please click here and create a login using an
email address or phone number, verify your
login information, agree to TikTok Ads Manager
terms and conditions, and then click ”Sign Up”.

Step 2: • Create an account by providing some basic

information about your business, including:
Create an Account: • Country/Region
• Time Zone
• Business Name: Enter your "Business
Name". If the "Business Name" of your
account does not match the actual
name of your business, you will not
pass the account review.
• Additionally, if you wish to use TikTok
For Business products like the TikTok
Creator Marketplace or apply for ad
credit programs, your "Business
Name" must be consistent with the one
on your official documents, such as a
business license or the IRS SS-4 EIN
Assignment Letter.
• Currency
• Be sure that you select the correct
"Time Zone" as this cannot be
Step 3: changed later.

Access Account Setup

• From your "Dashboard", access your

"Account Info" under your "Account
Settings".

8
Step 4:
Enter Business Information
• Complete the "Business Information"
module on the "Account Setup" page, by
entering the following information:
• Company Website: Enter the URL of
your company's website in the
following format,
"https://www.tiktok.com/". URLs that
do not follow this format will not be
accepted during the account review.
Note: To pass the account review, your
company website must: function
properly, contain all the required
contact information, clearly promote a
product or service, and be relevant to
the product or service you want to
promote.
• Enter your Industry, Street Address,
State/Province, Postal Code.
• Business Verification (optional). This is
not required to complete your account,
but verifying your business will allow
you to apply for ad credit programs
and use additional TikTok For Business
services like the TikTok Creator
Marketplace.

Step 5:
Select Payment Method

• Select your Payment Type: Manual Payment

or Automatic Payment.
• Note: Automatic payment is not available in
all markets at this time. To learn more about
automatic payment, see "Payment Methods

Step 6: • After you have completed the required fields

Submit Account Information
on the "Account Setup" page, click "Submit"
at the bottom of the page. Submitting your
account information will trigger an account
review. During the account review, we will
check the information you provided against
our industry and account related policies,
this process can take up to 24 hours.

9
Step 6: After you have completed the required fields on
the "Account Setup" page, click "Submit" at the
bottom of the page. Submitting your account
Submit Account information will trigger an account review.
During the account review, we will check the
Information information you provided against our industry
and account related policies, this process can
take up to 24 hours.

Account Review To help you pass the review, here are some key
things to watch out for when creating your
Self Assessment account:

• You can promote your business's products

or services in your market. See, "TikTok
Advertising Policies - Industry Entry", for a
complete list of prohibited products or
services in each market.
• The "Business Name" you entered during
the "Create an Account" module, matches
the name of your business on your website
and official documents.
• The URL of your "Company Website" was
entered in the following format,
"https://www.tiktok.com/"

• Your "Company Website" clearly promotes

a product and contains valid information on
the landing page. For more information
about landing page requirements, see
section 3.1 in "TikTok Advertising Polices - Ad
Creatives".
• For information about the account review
process see, "Account Review Checklist".

Inevitably, some advertisers will not have their

Troubleshooting the accounts approved right away. If this is the
case, there are several ways you can trigger an
Account Review Process account review or escalate your issue further.
For more information, see "How to Request an
Account Review".

10
Glance at Platform Structure

• Platform Modules and

Entrance

• Campaign Structure

11
02
How to Create a
Campaign

12
Campaign
The first step to running ads on TikTok Ads Manager is to create a "Campaign".

This also involves establishing your campaign objectives (or goals) – what you want
your ads to achieve.

First, click on the "Campaign" button at top of

the page, then click on the "Create" button to
start creating your campaign.

Next, choose a business goal for your campaign.

13
Enter your Campaign Name and set the Budget.

Note:
the minimum spend for a Daily budget is £50; the
minimum spend for a Lifetime budget is ≥£50 times
the number of delivery days.

• The Split Test – commonly referred to as A/B

testing – analyzes the different variables of
your campaign to determine which
strategies work best.

Note:
After you have created the Split Test, two test ad
groups will be created automatically. These ad
groups can only have one creative each, which will
use the same format, images and links.

14
Ad Group
There are three stages to running ads on TikTok Ads Manager: campaigns, ad
groups and ads. A campaign can include one or more ad groups.
Having created a campaign, you will need to set up an ad group. At the ad group
stage, you can define your ad placements, ad details, target audience, budget,
schedule, bidding method and delivery type.

Note:
There is limit of 999 ad groups per campaign.

1. Set Up
Enter your Ad Group Name

2. Promotion Type
Depending on your campaign objective, you
can choose from two types of promotion: app
install or website. Some campaign objectives
set this by default. TikTok pixel is available to
track your website – to learn more about this,
see About TikTok Pixel.

15
3. Placements

When creating an ad group, you can choose

where you want your ads to appear. We refer
to the places where your ads show as
"placements". We suggest selecting "Automatic
Placements", allowing our system to optimize
your ad delivery across all placements to reach
more people and drive more traffic. At this
stage, you will also select whether your users
can comment on and/or download your ads.
• Automatic Placement: If you choose
"Automatic Placement", we will optimize
delivery across all placements under TikTok
Ads Manager.
。 For more details on Select vs Automatic
placements, see Automatic Placement and Select
Placement.

• Select Placement: If you choose "Select

Placement", you select where your ads
appear.
。 To learn more about your placement options,
see Placements and Available Locations.

• User Comment: If "User Comment" is turned

off, your audience will not be able to
comment on your ads on TikTok.

• Video Download: If "Video Download" is

turned off, your audience will not be able to
download your video ads on TikTok.

4. Creative Type
Automated Creative Optimization: When
“Automated Creative Optimization” is turned on,
the system will automatically generate
combinations of your creative assets (images,
videos and ad text) and deliver only the
highest-performing combinations. You can
upload your creative assets when creating your
ad.

16
5. Targeting

Targeting on TikTok Ads Manager offers

numerous options including creating or
excluding a custom audience or lookalike
audience. You can also narrow your audience
down based on their location, gender, age,
language, interests, behavior, operating system,
carrier and more.
For a full list of targeting options, see the article
on Ad Targeting.

6. Budget & Schedule

Select the time schedule and budget for your
ad.

• Budget: Whether you set a "Daily Budget"

(no less than £50) or a "Lifetime Budget" (no
less than £50 × scheduled days), your spend
for the ad group will not exceed the budget.
。 For more details, see About Budget.

• Schedule: Set the start and end time for your

ads. You can choose a custom date range to
run your ad, or run it continuously from the
start date.

• Dayparting: Select specific time periods

during the day when your ad will be run. The
selected time period ranges from 30 minutes
to 24 hours:
。 If you select "All Day", your ads will run
throughout the day during the scheduled
campaign time.
。 If you choose "Select Specific Time", your ads will
run at specific time periods during the scheduled
campaign time.

Note:
The time zone of "Select Specific Time" corresponds
to the time zone selected when you set up your
account.

17
7. Bidding & Optimization

Select your bidding process, optimization

options and third-party tracking links to monitor
ad performance.
• Optimization Goal: There are three types of
optimization goals to choose from:
"Conversion", "Click" and "Reach". Some
campaign objectives will set this by default.
• Bid Control:

a. If Bid Control is turned off:

▪ Most suitable for – Maximizing your budget fully
and getting best possible results.
▪ Things to consider – Cost per result may increase
as your budget increases.

b. If Bid Control is turned on:

▪ Most suitable for – Controlling your maximum bid
in the auction.
▪ Things to consider – You may not spend your
whole budget.

• Billing Event: The system automatically sets

billing events based on the "Optimization
Goal".
a. If your optimization goal is "Reach", your
ads will be billed as CPM (Cost Per Mille)
b. If your optimization goal is to "Click", your
ad will be billed as CPC (Cost Per Click)

c. If your optimization goal is "Conversion",

your bidding method is oCPC (optimization
Cost Per Click) and the payment method is
CPC
d. For more details, see Bidding Methods on
TikTok Ads Manager.
• Delivery Type: There are two delivery
strategies to determine how your ad budget
will be spent: "Standard" and "Accelerate":

a. "Standard": Your ad budget will be spent

evenly during the scheduled campaign time.
b. "Accelerate": Your ad budget will be spent
as quickly as possible during the scheduled
campaign time.
c. For more details, see Delivery Type.

When you've finished setting up your ad group,

click "Next" and you'll be taken to the ad
creation page to Create an Ad.

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Ad
Creating your ad is super easy. Upload your own edited videos or images, or
design eye-catching ads in minutes with our creative tools.

TikTok Ads Manager currently supports two ad formats: images and videos. Ad
formats and specifications will also vary depending on your placement. For
detailed format and specification requirements, see Image Ads Specification and
Video Ads Spec.

Note:
There is a limit of 20 ads per ad group.

The remainder of this article will explain each section of the ad creation module, as seen in the
screenshot below.

Name
Enter what you want to call your ad. This name
is only for your reference and is not part of your
ad, but will help you distinguish between ads
within your ad group.

Format
Select either "Image" or "Video" as your ad
format. Please note that TikTok currently only
supports video ads. Our News Feed apps
"TopBuzz/BuzzVideo/Pangle" support both
Details image and video ads.
Media

There are three options for uploading your

media:
• Computer: You can upload your media
directly from your computer.
• Library: You can access your media from
previous ads, which will be stored
automatically in the assets.
a. Use Video Template – Create video ads
based on existing images using our
beautiful, pre-approved templates. For
more details on using templates, see
Video Creation Kit.

• Create a Video: This creation tool allows b. Smart Video – Automatically analyzes
you to build stunning videos with your media to create edited videos like a
remarkable ease. You can select either pro.
"Use Video Template" or "Smart Video":

19
Thumbnail
Choosing the right cover photo will help catch
people’s attention. You can upload your own
custom cover photo or choose one from the
pre-selected images from your video. Based
on the length of your video, up to 8
screenshots will be displayed to choose from.
Text & Link
Once you've added the media to your ad,
you'll add the finishing touches to your ad,
including:
• Display Name: This will be your brand's
identity, and should be consistent with the
brand/product/company name of the
website or app which is being promoted.
• Text: This will appear as part of your ad
creative, letting your audience know what
you are promoting.
• Call to Action: Tell your audience what
you'd like them to do when they see your
ad. (For a list of all available CTAs, see the
table below).
• URL: Enter the URL of the website you want
your ad to drive traffic to. This will only be
available with certain objectives.
• Profile Image: Your brand's image will be
shown on your ad's creative.

Available Calls-to-Action:

Download Learn More Visit Store Book Now

Download Learn More Visit Store Book Now

Shop Now Contact Us Apply Now Play Game

Watch Now View Now Get Quote Interested

Get
Install Now Experience Now Pre-Order Now
Showtimes

Get Tickets
Subscribe Listen Now Read More Order Now Sign Up
Now

20
Preview Your Creative
Now it’s time to preview your ad. Note that
these previews are not device-specific, and the
actual ads will be adjusted based on a user's
device and network conditions.
Submit
Click the "Submit" button to create your ad. You
then have three options: create another ad by
clicking "Add", copy an existing ad with "Copy",
or delete the ad you just edited with "Delete".

To preview what your ad will look like once

published, we recommend previewing all ads
on your actual device. For the step-by-step
method on how to do so, see How to Preview
Ads. Note:
When you click "Submit", you will automatically
trigger an ad review..
Tracking Links
Add any relevant pixel or third party tracking
URLs to track your ad performance data.

• For a list of supported third party tracking

partners, see Supported Third Party
Measurement.

21
03
Manage Your Assets

22
 01 How to Set Up App Events

Track App Events Mobile app ads are used to drive installs and
encourage users to engage with your app. To
run these types of campaigns, you must first
create your app on TikTok Ads Manager. The
following instructions explain how to set up your
app and track in-app events.

Before creating your app, please note that:

• An app ID can only be applied to one app.
• An app ID can only be created once in the
Events Manager. Once complete, it can be
modified, but not recreated or deleted.

How to configure your App in TikTok Ads

Manager:

To create an app, follow the steps below:

1. Go to the TikTok Ads Manager "Assets" >

"Event" page. Click on "Manage" under App
Event.

2. Click "Create New App" and a pop-up will

appear.

3. Add your app store link and click "Next".

Note:
You can include certain parameters, such as
language, within the URL link.

23
4. For Tracking Settings, select your Mobile
Measurement Partner (MMP) from the drop-
down list.
• TikTok Recommendation: While we
recommend using a measurement partner
for tracking, you can also complete the app
creation process without one. However,
TikTok Ads Manager will only be able to
measure sending traffic to your app store,
not conversion data. After creating your app,
you can go back later to add the click and
impressions URLs of your measurement
partner. You can do so by clicking "Add
Tracking" on the app details page.

5. After selecting your measurement partner,

enter the tracking URLs. Then, click "Next".

• TikTok Recommendation: The Click Tracking

URL is required but the Default Impression
Tracking URL is optional. However, we highly
recommend you add both. We also provide
a step-by-step guide in the UI on how to
locate tracking links in your MMP. Currently,
guided setups are only available for
Appsflyer, Adjust, Branch and Kochava.

6. When creating app events, TikTok Ads

Manager will automatically identify the
recommended app vertical and display for the
corresponding in-app events. You can also
switch to other verticals and see all the events
supported by TikTok Ads Manager.
• TikTok Recommendation: Based on the
recommended events, you will need to
configure the app events post in your MMP.
You are not required to set up all the
recommended events, and you can always
make adjustments according to your
promotion goals. However, conversion data
will not be measured in TikTok Ads Manager
until you configure the events in your MMP.
After an event is linked with your app, we
recommend you monitor the app and check
that the tracking information is accurate.

7. Click "Done" to create your new app.

24
View and Manage Events in Ads Manager
Events Manager is where you can review all
app data from your marketing campaigns. See
below for instructions on how to find the apps
section of Event Manager:

The "App Event" dashboard displays all apps

associated with your account. Go to "Assets" >
"Event" > "Click on your App" to review overall
in-app events, track event recovery status and
set event statistics methods.
The dashboard also allows you to compare
activity data for different apps in a given time
period.

In-app Event Metrics

We use in-app event metrics to track your

marketing campaigns. These include:
• Creation Time: The exact time the app was
registered in TikTok (the time zone
corresponds to the account time zone).

• Total Events: Displays all the events that

occurred during the given time period.
• Line Chart: Displays the quantity of the
selected events on each date within the time
period. Move your cursor over the curve to
view the date and the number of events on
any given day.
App Information

App information is revealed when you click on a

specific app. See below for a step-by-step
guide:

Headlines:

• Download URL: Link for downloading your

app
• Mobile Measurement Partner: The MMP you
are using for measuring your campaign
(optional)
• Click Tracking URL: URL generated by your
data partner for tracking click events in your
ads.

• Impression Tracking URL: URL generated by

your data partner for tracking your ad
impressions.

25
Table:

• Status:
a. Waiting for first event: We haven't seen your
event yet.

b. No recent event: We've seen your events,

but haven't recorded any event in the last 7
days. We recommend you check the event
recovery status.
c. Recording event: We've seen your events
and recorded an event within the last 7
days.
• Statistics:

a. Once: 1 event per ad interaction within

attribution window (e.g. One ad click leads
to one conversion)
b. Every: Many events per ad click within
attribution window (e.g. One ad click leads
to multiple conversions).
• Attributed Events: The number of events
attributed to your ads.

• Unique Attributed Events: The number of

unique events attributed to your ads.
• Preview Events: The number of events
generated by previewing your ad. You can
check your tracking status for free with the
preview function.
• Unique Preview Events: The number of
unique events generated by previewing your
ad.

• Total Unique Events: The total number of

unique events, including all unique un-
attributed events that have been received.
• Total Events: The total number of events,
including all un-attributed events that have
been received.
• Last Recorded: Time at which the most
recent event was received.

26
 02
Track Website Events
How to Set Up Website Events
The pixel is a small piece of code placed on
your website to help you find new customers,
optimize your campaigns and measure ad
performance. With the pixel, you can track
visitor actions like 'add to cart' or 'purchase,'
and create audience segments to re-engage
previous site visitors or model lookalikes to
find new customers.
Six steps to installing the TikTok pixel:
• Create pixel: Name your pixel and get the
code.
• Install pixel: Add the pixel code to your
website manually or connect using one of
our partners such as Google Tag Manager
or Shopify.
Before You Begin
• You need to have a website for your
business.
Create a TikTok Pixel
Follow the instructions below to create a TikTok
Pixel:
1. Click "Event" in the Assets tab.
2. Choose Website Pixel, and click "Manage".
3. Click "Create Pixel".
4. Name your pixel.
• Download TikTok Pixel Helper: Verifies
whether your pixel code is working
properly and events are firing successfully.
• Choose an industry category: A category
that matches your business will
automatically create a set of industry
relevant events.
• Define events and event rules: Select
Element Click, Destination URL or Pop-up
Events to set event rules to track user
actions.
• Create ads and view data: Link the pixel to
ad groups and select an event as the
optimization goal. After your campaign
goes live, you can view all event data in
Events Manager.
• You need to be able to edit your website's
code.
Note:
• When you create a pixel for the first time, you
need to read and agree to the online user
agreement.
• We recommend the pixel name corresponds to
the website or domain name. The maximum
character length is 128 characters, including
spaces.
• We recommend only using 1 pixel per website, as
adding multiple pixels makes it more difficult to
organize and manage. Too many pixels can even
reduce page loading speed.
• While events will added upon creation of the pixel,
they must be verified before tracking starts. To
learn more, see create events.
27
Install the TikTok Pixel Code
There are multiple ways to install the pixel
code, including Standard Mode, Developer
Mode (currently in alpha) or through partner
integrations. Standard Mode is recommend
for most advertisers, unless you want to post
back parameters with events.
Standard Mode: Set the event rules on Event
Manager and install the base code on your
website.
Developer Mode: Set the event rules using
code. This mode supports parameters such as
content_id and value. You can then install
both the base code and event code on your
website.
Once you've created your pixel, you are ready
to add your pixel code to your website. The
following instructions explain how to complete
this manually.

1. Choose "Manually Install Pixel Code" and

click "Next“

2. Click on “copy pixel code” link. You can also

download it to your computer by clicking on
"download pixel code".

3. Paste the pixel code at the top of the

header section of your website.
a. Your header starts with the <head> tag and
closes with the </head> tag. Paste it at the
top, right under the <head> tag. Here's an
image for your reference:

b. Some themes are located in the “Header

and Footer Scripts” section – you can paste
the pixel into the header section here.
Please check your theme settings for
detailed specifications or ask your website
developer for help.
c. Do not add the pixel code to the header
section more than once.
d. Check if the pixel has been installed
correctly with our free TikTok Pixel Helper
plugin.

28
Create a Pixel Event
1. After creating your pixel, click on "Next" to
go to the "Create Event" page.
2. Select the industry template that best
reflects your business objective (e.g. E-
commerce, Form Submission, Consultation,
Apk Download or Custom event).

3. For industry templates, we provide a series

of standard events for each objective along
the user path. You can use all the events
provided, or delete them as needed. If
these templates do not meet your needs,
you can always choose a custom template.

Note:
TikTok Pixel supports a maximum of 5 events across
all templates.

4. If you wish, you can add a name, set a

value and establish a statistical method for
each event:
For Statistic Type, you can choose "Every Time" or
"Once" (default setting).

5. Click "Complete" to conclude the process.

You will then be taken to the page where
you can define each event rule.

29
Define Rules for Pixel Events
You have the option to track each of your
events by selecting Click Events, Destination URL
or Pop-up events.

Defining Click Events

There are two methods for defining Click Events:
1. Enter your website URL and select the
element on the preview page.

2. Manually add the CSS selector of the

element.

Selecting the element on the preview page:

1. Enter your landing page URL (including http

/ https) in the Website URL text box at the
top of the page, and click "Update". Your
page will load on the left-hand side.
2. Click on the desired element (button) on
your webpage.
3. A pop-up will appear. Click "Save".

4. Your selection will automatically appear by

default.

Note:
For Click Events, the default setting for the preview
page is the element selection mode, but you can also
switch to a Webpage preview mode.

30
Manually adding the CSS selector code:
1. Click "Add Rule".
2. Enter your CSS selector code.
a. Contact your website developer to
provide the CSS selector code for your
element and enter it. If entered incorrectly,
the system will display an error message.
3. Click "Save".
Defining Destination URL:
When defining Destination URL, you can
manually enter keywords from your URL.
1. Click "Add Rule".
2. Select from page URL, page hostname or
page path – see below for more details.
3. Choose from the settings: "contains",
"equals", or "does not contain".
Note:
• Event tracking will only come into effect
after the pixel code has been installed on
the website.
• You can use both visually added elements
and manually added elements together
when defining the rules. If you choose the
wrong image or change your mind, visually
added elements can be deleted by clicking
on "Cancel".
• Only one element can be added per rule.
You can click on "Add rule" to set additional
rules for multiple elements.
• When creating more than one rule, the
event will be triggered when one of the
rules satisfied.
4. Fill in the keywords from the URL you want
to track. You can also use the preview
page to navigate your website to the
correct page.
• For example, if you want to track the page:
https://www.sample.com/id123456/thank_
you
a. Select "page url"
b. Select "contains"
c. Enter "thank_you“
5. Click "Save".
Note:
For Destination URL, the default setting for the
preview page is Webpage preview mode and you
cannot switch to Element selection mode.
31
Page URL vs page hostname vs page path
Page URL refers to the entire page URL. For
example:
https://www.sample.com/id123456/thank_yo
u in the above image.
• For most business scenarios, we
recommend you select "page url" >
"contains".
• For example, if you want to track when a
confirmation page loads after a purchase,
the URL may be
https://www.sample.com/id123456/thank_
you. By setting "page URL">
"contains">"thank_you", this will match the
entire link of all the pages where the pixel is
installed. When a user loads a page that
contains "thank_you" in the URL, the event
will be triggered and reported.
Page hostname: refers to the section of a URL
following "http(s)://". For example,
www.sample.com in the above image.
• We recommend only using 1 pixel per
website.
Note:
For Pop-up Events, the default setting for the preview
page is webpage preview mode, but you can also
switch to element selection mode.
Page path: refers to the part of a URL
following the page hostname. For example,
"/id123456/thank_you" in the above image.
• In most scenarios, Page URL is your best
choice. However, there are situation where
you need to choose "page path".
• For example, if you want to track when a
confirmation page loads after a purchase,
but your page hostname and your page
path are identical – e.g.
https://www.thank_you.com/ididid/thank_
you. In this case "thank_you" is included in
both the page path and the page
hostname.
• If you use "page URL" "contains"
"thank_you", it will match all the pages
under "https://www.thank_you.com" with
the pixel installed, which is not what you
want. So in these unusual scenarios, you
should choose "page
path">"contains">"thank_you".
Defining Pop-up Events
There are two methods for defining Pop-up
Events:
1. Enter your website URL and select the
element on the preview page.
2. Manually add CSS selector of the element.
Selecting the element on the preview page:
1. Enter the “Define Event” page.
2. Insert the landing page URL and click
"Update".
3. Choose Pop-up Events as tracking method.
4. Choose the "Webpage preview" mode on
the left-hand side.
5. Navigate through the webpage until the
pop-up displays.
6. Switch to "Element selection" mode on the
left-hand side.
7. Click on the desired element (button) on
your webpage.
8. A pop-up will appear to confirm. Click
"Save".
9. Your selection will automatically appear by
default.
32
 Manually adding the CSS selector code:
1. Enter the “Define Event” page.

2. Click "Add rule".

3. Insert your CSS selector code.
a. If needed, contact your website developer
to provide the CSS selector code for your
selected element. An error message will be
displayed if the code is entered incorrectly.

4. Click "Save".

Verify Pixel Installation

TikTok Pixel Helper is a self-test tool available
as a Chrome plugin. This helps you
automatically check if the pixel was installed
correctly and if the events associated have
been successfully triggered.
You can download the TikTok Pixel Helper
plugin from the Chrome Web Store.
Pixel Status lets advertisers know whether their
pixel and pixel events are actively firing. Test
Event allows advertisers to test if their events
are configured and triggered as expected.
To view Pixel Checker:
1. Click on "Event" under Assets.

In addition to the Pixel Helper, Pixel Checker 2. Click on "Manage" under Website Pixel.
provides two features to help you verify pixel 3. Find your pixel – recently created pixels can
installation: Pixel Status and Test Event. be found at the top of the page.
4. Click on the pixel.

33
 03
Managing Creative There are several ways to generate and edit
creatives.

Create a New Ad
• Option 1: In the ad creation process, select
Create a Video
• Option 2: In the Assets > Creative section,
select Create a Video

Edit an Existing Ad
• Campaign > Ad > Edit
For more detailed guidance on implementation,
please refer to the Creative Tools.

Creative Best Practice

Creative is a crucial consideration when
constructing high-performing ads. You don't
have to be a marketing guru or video editing
expert to produce ads that grab your audience
by the eyeballs and hold their attention. Usually,
finding the perfect creative comes from a
process of trial and error.

To get you started on the journey to finding the

best creative for your audience, we've compiled
a list of best practices. While every campaign is
different, you can use these tips as a starting
point to create and optimize your next
attention-grabbing ad.

34

Getting Started
• As a rule of thumb, it is always good to try
out a diverse range of creatives when
testing. This is especially true during an ad
group's exploration stage.
• With that in mind, avoid adding similar
creatives to one ad group.
• We recommend using the creative toolkit to
create videos, analyze video performance,
build compelling ad content and scale
creative production for TikTok For Business.
Global TikTok advertisers have access to
these on the TikTok Ads platform.
There are six scenarios for using creative tools:
What if...
。 ...I only have photos, but no videos? - Video
Template or Smart Video
。 ...I only have a few videos and a few photos? -
Smart Video
。 ...I have videos but not sure what music to use? -
Smart Video Soundtrack
。 ...I have videos but not sure how to use them on
TikTok? - Quick Optimization
。 ...I have videos and music but not sure what text
to add? - Smart Text
。 ...I have ads in delivery but not sure how
distinctive creatives are performing? - Asset
Analysis Report
04 Audience
Custom Audience is an ad targeting option that
lets you find people who have existing
knowledge of or have engaged with your
business.
This type of targeting can be a powerful tool for
re-marketing, reaching potential repeat
customers, growing your following, increasing
app engagement and creating lookalike
audiences.
There are a few different ways you can create
a Custom Audience:
• Customer File
• Engagement
• App Activity
• Website Traffic
Customer File
You can use your customer file to create a
Custom Audience. After your file has been
uploaded and matched, customers who
overlap with our app users will be filtered out
and formed into a Custom Audience.
Follow the steps below to create a Custom
Audience using your customer file:
1. Go to Audience.
2. Click on "Create Audience", choose "Custom
Audience" and select "Customer File".
35
3. Choose Your File Type
• IDFA/GAID Original Value
• IDFA/GAID – MD5 Encrypted
• IDFA/GAID – SHA256 Encrypted
4. Upload File:
• This needs to be in .csv or .txt format – zip
format is not supported. Uploaded content
needs to be IDFA or GAID, with each piece
of data inserted on a separate line.
Note
• You must agree to the Custom Audience
Terms when first using the Custom
Audience function.
• .csv and .txt file sizes should not be larger
than 1GB.
• Zip file is not supported.
• MD5 encryption and SHA256 encryption is
supported. The content of each file (pre-
encryption) needs to be in all uppercase or
lowercase.
• IDFA and GAID can be combined in the
same file, but you should keep
capitalization consistent.
• File Preview: review the content of your
uploaded .csv or .txt file. 1000 pieces of
data from your file will be shown as
preview, chosen at random.
5. Name your audience.
6. Click "Confirm" to create an audience.
7. Apply an "Available" audience to your ad
group.
• If your campaign objective is about apps,
we recommend using Custom Audience to
contain only IDFA or only GAID, so that you
can choose the appropriate operation
system when setting up the campaign and
avoid unnecessary data loss.
• Your IDFA and GAID data should be from
the same geographical location where
your ad is targeting. For example, if you
want to advertise in Japan, both data types
should come from Japan. This way, your
data can make the most of its value and
avoid data loss when delivering.
• Custom Audiences created with Customer
Files do not refresh automatically. You
must add new IDFA/GAID in the existing
Customer File Audience or create a new
audience with your data.
36
Engagement
Engagement is a Custom Audience option
that allows you to create an audience from
users who have previously engaged with your
ad content across all of TikTok’s family of
apps. It's perfect for finding people who have
already shown interest in your content.
More specifically, an Engagement Audience
refers to users who have previously viewed or
clicked on your ads. Below is a complete list of
the events (and their definitions) you can use
to build an engagement audience:

Event Name Definition

Click When a user clicks on your ad.

Impression When a user views your ad.

2-Second Video View When a user watches your ad for at least 2 seconds.

When a user watches your ad for at least 6 seconds or for the full
6-Second Video View
duration of the ad.

Video View at 25% When a user watches more than 25% of your ad.

Video View at 50% When a user watches more than 50% of your ad.

Video View at 75% When a user watches more than 75% of your ad.

Video View at 100% When a user watches your ad in full.

Engagement Audience is now auto-refreshed. 4. Click "Add Exclusion" and enter

For more details, see Custom Audience Auto-
Refresh.
To Create an Engagement Audience:
1. Go to the Audience section under Assets.
engagement, time period and Ad group
ID if you want to exclude certain users
from being added to your Engagement
list. You can skip this step if you want to
include everyone.

2. Click on "Create Audience", choose 5. Name your audience.

"Custom Audience" and select
"Engagement".
3. Under "Include", select the type of
engagement (clicks or impressions), time
period, and Ad group ID (leaving the Ad
group ID blank defaults to the account
level).
• For example, we will select users who
"Click" in the past 30 days across all our
ads (Ad group ID left blank).
6. Click "Confirm" to create your audience.
Note:
• Engagement audience is different from Website
Traffic Audience. Engagement audience
includes anyone who have taken action on
TikTok’s family of apps, including TikTok,
BuzzVideo, TopBuzz, NewsRepublic and Babe.
Website Traffic Audience includes anyone who
has taken action on your landing page, as
tracked by our pixel.

37
App Activity
A Custom Audience option that allows you to
create an audience of users who have
completed certain events within your app.
Included events: Install, Day 2 Retention, Add
Payment Info, Add to Cart, Add to Wishlist,
Launch App, Checkout, Complete Tutorial,
View Content, Create Group, Create Role,
Generate Lead, In-App Ad Click, In-App Ad
Impression, Join Group, Achieve Level, Loan
Apply, Loan Approval, Loan Disbursal, Login,
Purchase, Rate, Registration, Search, Spend
Credits, Start Trial, Subscribe, and Unlock
Achievement.
With this type of Custom Audience, you can
target your ads to people who have
previously used your app, but whom you want
to engage further.
App Activity Audience is now auto-refreshed.
For more details, see Custom Audience Auto-
Refresh.
Prerequisite to using this feature:
Event Set Up: Configure app events and
access to post back event data to TikTok on
your third-party tracking platform.
For the App Activity audience to work properly,
ensure that you turn on the in-app events
option in your third-party tracking platform.
Once turned on, the "Install" event will be
posted back by default unless you configure it
for other events.
Website Traffic
Website Traffic is a Custom Audience option
that allows you to create an audience of users
who have visited or taken a specific action on
your website.
Included events: Page View, Button Click,
Form Submission, Phone Consultation,
Download Button Click, Complete Payment,
Online Consultation, User Registration,
Product Details Page View, Add to Cart,
Details Page View (Form), Button Click (Form),
Details Page View (Phone Consultation),
Button Click (Phone Consultation), Details
Page View (App Download), Button Click (App
Download) and Place an Order.
To create App Activity Audience:
1. Go to the Audience section under Assets.
2. Click on "Create Audience", choose "Custom
Audience" and select "App Activity".
3. Under "Include", select the event type and
time period.
4. Click "Add Exclusion" and enter event type
and time period if you want to exclude certain
users from being added to your list. Skip this
step if you want to include everyone.
a. For example, we could select users who
clicked "Install" in the past 30 days but
exclude those who clicked "Purchase"
during that time.
5. Name your audience.
6. Click "Confirm" to create your audience.
Note:
• An audience must be at least 1,000 members
for you to be able to use it in an ad group.
• Events available to be tracked may vary among
different third-party trackers. To view a list of
events supported by different third-party
tracking platforms, see Third Party Tracking.
With this type of Custom Audience, you can
create a list of people who have previously
showed interest on your site but haven't yet
purchased.
Custom Audience created with website traffic
is now auto-refreshed. For more details, see
Custom Audience Auto-Refresh.
Prerequisite of Using This Feature:
Set up a TikTok Pixel and define the event you
want to track. To learn more, see About TikTok
Pixel.
38
 To Create Website Traffic Audience:
1. Go to the Audience section under Assets.
2. Click on "Create Audience", choose "Custom
Audience" and select "Website Traffic".
3. Under "Include", select the type of
engagement and time period.
4. Click "Add Exclusion" and enter event type
and time period if you want to exclude certain
users from being added to your list. Skip this
step if you want to include everyone.
Custom Audience
Edit Custom Audience
1. Customer File
There are 4 ways to edit your customer file:
• Add Data: Upload the file you want to add
to your audience. Only increase data that
does not coincide with the original file.
• Remove Data: Upload the file you want to
remove from your audience. Only data that
coincides with the original file will be
removed.
Manage Custom Audience
1. Apply Audience
Go to the Audience section and apply your
audience to an ad group or go to the Ad
Group section to apply your audience.
• One available audience can be applied to
multiple ad groups, yet the same audience
cannot be used to include and exclude at
the same time.
• In the meantime, if there is overlap
between audience in "include" and
"exclude", the audience will be excluded.
2. Delete
You can delete a custom audience that you
applied to an ad group but no longer want to
use.
• For example, we will select users who have
clicked "View Content" in the past 30 days
and exclude those who clicked "Purchase"
during that time.
5. Name your audience.
6. Click "Confirm" to create the audience.
Note:
An audience must be at least 1,000 members for
you to be able to use it in an ad group.
• Replace Data: Original audience data will
be replaced after the upload of a data file.
The audience ID will remain unchanged.
• Edit Audience Name: You can edit the
audience name at any time.
2. Engagement / App Activity / Website
Traffic
• Edit Audience Name: You can edit the
audience name at any time.
3. Disconnect from Ad Groups
If you've applied an audience to an ad group
but no longer want to use it, you can
disconnect on the audience detail page.
4. Audience Detail
• Audience Application Details: show the
relationship between ad groups and
audience.
• Disconnect from the Ad Group: Disconnect
from the ad groups applied to the
audience.
• Audience History: Shows the operation log
(create or edit audience) on TikTok Ads
Manager.
39
04
Performance Overview –
Dashboard
For a breakdown of what you need to know,
head to the "Dashboard". There it’s easy to stay
up-to-date on the performance, ad spend and
status of all your campaigns:

1. Monitor the operation logs of your account

by clicking "Log" under Today's Spends.

2. Check the status of all campaigns, ad

groups and ads under "Active" or "Not
Delivering".

3. Keep track of account performance by

selecting relevant metrics and time frames
in the time selection box (only available with
the lifetime budget option). All data is
shown according to your time zone.

4. View your performance metrics broken

down by different dimensions, including
gender, placement and OS).

5. Download and export chart data for further

editing and analysis.

40
05
Make Your Reports
Your reports can be found under the "Reporting" menu at the top of
the TikTok Ads Manager page. Reports help you view, organize and
analyze your data. Large amount of data can be easily put into
tables and charts, allowing you to visualize your results and spot
meaningful patterns and trends.

In this article, you'll learn how to create, save, manage and export
different types of reports.

41
 01
How to Create a Report

Start by clicking on "Reporting" at the top of

your TikTok Ads Manager page. Clicking on the
"Create" button will give you a drop-down
menu, from which you can select a "Custom
Report" or a "From Template" report.

02
Custom Reports are a great tool for creating
How to Create a Custom reports just how you like them. Click "Create" on
the "Reporting" page, and then select "Custom
Report Report".
A list of dimensions and metrics is displayed on
the left-hand side of the audience detail page.

Dimensions: Related to groupings of your data,

such as campaigns, ad groups, ads and
placements. Dimensions appear as rows in your
report.
Metrics: Related to ad performance data, such
as CPM, CPC, CTR and CVR. Metrics appear as
columns in your report.
Once you have selected which dimensions and
metrics you want to display in your report, they
will automatically appear on the screen. You
can then edit the order they appear in your
report by dragging each option up or down.

Now that you have selected the data you want,

select a time range for your data. You can
select data from yesterday, the past 7 days, the
past 30 days, or enter customized dates.

42
If you're tired of constantly running and Set the frequency and scheduled delivery of
exporting reports, try the "Scheduled Running" your reports. The following options are
feature. This allows you to set up available:
automatically generated reports delivered via
email. Want to include other team members
or your boss? You can designate up to 5 email
addresses to receive the scheduled report.

Frequency
Scheduled Delivery

Daily Every day

Weekly Monday of every week

First Day of Every Month The first day of every month

Last Day of Every Month The last day of every month

The system sends the scheduled email as
soon as it finishes processing the data. This
normally takes around 5-6 hours, depending
on the volume of the data. You should receive
the report email around 5-6 AM, according to
your ad account time zone.
Note:
• Only users with access to TikTok Ads Manager
can download the report.
• The scheduled report will be canceled
automatically if the report is not downloaded by
any recipient for 3 months in a row.
If you want your data now, go ahead and click

the "Run & Export" button to start preparing your

report.

Click "Save" at the bottom and rename the report.

Now you're all set!

43
 03
How to Create a Report Unless you're a real pro at ads, building a
Using a Template Custom Report may feel a bit daunting. That’s
why we've already done the work for you by
setting up pre-defined report templates. This is
a super easy way to build an awesome report
that will impress your boss (who doesn't have to
know it's a template).

Click the "Create" button on the "Reporting"

page, select "From Template", then select either
"Ad Group Performance" or "Ad Performance".
We'll use the "Ad Group Performance" for our
example.

The most relevant Dimensions and Metrics will

be displayed based on your selected template.
If necessary, you can add, delete or modify the
Dimensions and Metrics.

Select your time range and set up "Scheduled

Running" if needed, according to the steps
outlined in the "Custom Report" section.
Click "Save" and rename your report.

04
How to Manage Reports

The "Reporting" tab allows easy access to your

saved reports, allowing you to edit, delete and
export them.
To edit a report, click on the report name and a
slider will open in your settings. Change your
settings and click "Save".

44
 05
How to Save a Report

When creating a new report or editing an

existing report, don't forget to save it by clicking
"Save" at bottom right corner on the page.

06
How to Export a Report
Exports are currently available in .csv and .xlsx
formats. Once a report is created, you can
download and export it in a few different ways.

• Click "Run & Export" on the Reporting page.

• Click "Scheduled Running" on the Reporting
page.
• Click "Export" under a saved report.

07
How to Schedule a
Report to Your Inbox

The "Scheduled Running" function allow you to

schedule reports that are automatically emailed
to you.
Whether you are editing a current report or
creating a new one, click on the "Scheduled
Running" button.

First, set the frequency as daily, weekly, first day

of month or last day of month. Next, enter the
recipient email (up to 5 email addresses) where
you want the report to be sent.

When you’re happy with your "Scheduled

Running", make sure you "Save" your
preferences. Now you’re all set! Your reports will
be delivered straight to your inbox.

45
06
Optimization

46
 Targeting & Audiences
Targeting
Best Practice during Creation
1.
2.
3.
Best Practices for Optimization
1. During the testing and growth phase:
a. Advertisers can find their core audience
using an A/B test to experiment how
different interest tags perform for their
specific campaigns.
• Don't use narrow targeting – this will
hinder the learning process.
• Don't modify targeting settings more than
once every two days – this will hinder the
learning process.
2. During the peak and plateau phase:
a. Interest Targeting:
I. Advertisers can maintain their effective
interest targeting settings and adjust the
Daily Budget to keep your campaign
competitive and get more conversions
and impressions.
When starting a new campaign, it is
recommended to target as broad an
audience as possible. This allows the
algorithm to find users who are most likely
to convert. Don't start an ad group with too
narrow target market.
With interest targeting, select interest tags
based on both product features and usage
scenarios. For example, if an advertiser is
promoting a maxi dress, the advertiser can
select the tag “Apparel & Accessories”
based on product features and the tag
“Travel” based on usage scenario. This
widens the target by including users who
like to travel and may be interested in
buying a maxi dress.
When an advertiser has a strong idea of the
type of audience that the campaign will
perform well with, we encourage them to
use behavior targeting to test, learn and
fine-tune the audience based on their
particular campaign. Behavior targeting
can be used alongside interest targeting.
See the table for an illustration of the
difference between Behavior Targeting and
Interest Targeting.
II. Advertisers can explore new interest tags
to reach new audiences.
b. Behavior Targeting:
I. When a campaign starts to enter a
plateau phase – which may be caused
by users tiring of existing targeting
criteria – use behavior targeting to
identify more users.
II. If a campaign is not progressing as
planned, behavior targeting offers
another way to identify and engage
high-quality audiences based on the
advertiser’s need.
3. Optimize future targeting strategies based
on audience analysis from previous
campaigns.
47
Audiences
Best Practice during Creation
1. Extend the value of first-party customer data 3. For scaling reasons, there is a minimum
by uploading a customer file to build custom audience size of 1,000.
audiences on TikTok.
4. Use Custom Audiences to create lookalike
2. Create custom re-targeting audiences based audiences that reach TikTok users similar to
on users' engagement with advertisers' your existing audience.
campaigns on TikTok to extend the value of
previous marketing efforts.

Best Practice for Optimization

1. Refresh your audiences:
a. Custom Audiences – For advertisers that
qualify for auto-refresh, your custom
audiences (engagement, App Activity, and
Website Traffic) will be refreshed daily. For
those who don't qualify for auto-refresh,
we recommend manually refreshing your
custom audiences to receive the most up to
date audience based on your criteria. For
more details of custom audience auto-
refresh, see the Help Center article at
Custom Audience Auto-Refresh.
b. Lookalike Audiences – These are applied in
a running ad group that will be auto-
refreshed on a weekly basis. You can
manually refresh your lookalike audience if
necessary. However, we do not
recommend frequent manual refreshes
since it won't impact the audience size. For
details on lookalike audience auto-refresh,
see the Help Center article at Manage
Lookalike Audience.
2. We recommend using Lookalike Audience
during the following phases:
a. Learning phase with a long exploration
period, to collect data as fast as possible.
b. Peak phase with satisfactory conversions,
to expand your audience.
c. Plateau phase with low ROI, to identify
high-quality audiences with a greater
chance for conversions.
3. Use high-quality sources for Lookalike
Audience so the algorithms can identify
TikTok users with similarities.
4. When creating Lookalike Audiences, we
recommend including users who have
been active within the past 90 days.

48
 1. Use creative tools' best practice to optimize
creatives:

• Video-related tools (Smart Video, Quick

Optimization)
• To ensure your video clips and video
narrative flow as expected, we recommend
you keep your materials in the order in which
they are expected.
• When selecting a video, it is recommended
that you upload multiple images or videos,
Creative or one long video. Raw videos or screen
recordings are recommended.

• Smart Video Soundtrack

Background music should be consistent with
your brand image
• For a casual game, we recommend lively,
cheerful, youthful music

• For RPG/SLG games or applications, we

recommend atmospheric music with a
strong rhythm
• For apparel or other products, we
recommend upbeat music with a strong
rhythm
• Try a range of different background music to
test their impact on ad delivery performance

2. Use the Asset Analysis Report creative

analytical tool to review lifetime
performance data for each unique creative
asset and optimize existing creatives with
key performance metrics such as Click-
through-Rate, Conversion Rate and View-
through-Rate.

49
 Learning phase refers to the early period of ad
delivery when the system is continuously
exploring new customers to help the ad group
identify its most suitable audience. This is an
important part of the ad delivery life cycle, as
the data collected during this stage is used to
train the system to help better optimize delivery
and offer best performance.
It’s important to stress that the learning phase is
an experimental process.
Learning Phase
The CPA may fluctuate during this phase, but it
will stabilize as learning data is accumulated.
According to historical analysis, an oCPM ad
group can expect a stable CPA after achieving
50 conversions. The ad group will have passed
the learning phase around this time.

Therefore, the results you get during this phase

are likely to be more unstable than the results
you will get once TikTok Ads Manager has had
time to optimize your campaigns. So don’t
panic if your ads don’t perform as well as you’d
hoped starting out. This testing phase is fairly
standard, and once TikTok Ads Manager has
collected enough data about your campaign, it
will start delivering your ads more effectively.
However, greater stability doesn't guarantee
the cost of each conversion will never fluctuate.
As illustrated by the graph, we expect smaller
CPA fluctuations after passing the learning
phase. However, you may occasionally find
conversions obtained at a high cost (the red dot)
due to the competitive nature of auction ads.

50
If there is a fluctuation in CPA on a day when
there are few conversions, it's likely you will
observe an abnormal daily CPA. Don't panic!
The CPA will adjust towards your target when
new conversions are obtained at a lower cost.
If your ad group is generating less than 10
conversions a day, we recommend using a
Period to Track CPA
Daily Conversions
>10 Daily
5 to 10 3 Day Average
<5 7 Day Average
Here is an example to illustrate how this works:
Let’s say Chris wants to create a campaign to
increase installs for his new e-commerce app.
He sets his cost per install bid at $10 and starts
running his ad. As his ad starts delivering, it
enters the Learning Phase. TikTok Ads
Manager is going to try and find out who in
Chris's target audience is most likely to click on
the ad and install his app.
During this phase, his cost per install may
fluctuate anywhere from $5-30, as users start
to install his app. When Chris reaches 50
installs, the Learning Phase passes and his cost
per install becomes more stable. With his
campaign now steadily delivering, Chris is on
his way to building his business and growing
his app's user base.
How to identify whether an ad group has
passed the learning phase
Achieving 50 conversions is the most significant
indicator of passing the learning phase.
After you pass the Learning Phase, you don’t
need to do anything else. The system will start
delivering more stably now that it better
understands your ads and audience.
If an ad group finds it difficult to obtain 20
conversions within the first 10 days, there is a
high chance that this group will not pass the
learning phase. If you did not pass the learning
phase, try optimizing the creative, broadening
the target audience or increasing the bid and
trying again.
longer period to track CPA. Historical data
indicates that calculating the average CPA for
more than 10 conversions will generally offset
abnormal fluctuations.
Based on the number of conversions your ad
group generates, here's the timeframe we
recommend you use to track CPA:
Best practice during the learning phase
• We don’t recommend the advertiser make
any adjustments which may have a
negative impact to data accumulation
during the learning phase, such as lowering
the bid or budget, deleting creative or
narrowing the target audience.
• If the delivery performance is far below
expectation during the learning phase, the
advertiser could try to increase the bid,
optimize creative or broaden the target
audience.
• If the CPA performance is far below
expectation during the learning phase, we
don’t recommend the advertiser conduct
any adjustment until achieving at least 20
conversions. Please be cautious that any
improper adjustment during the learning
phase may affect the system’s ability to
explore, which could trigger further
fluctuations in estimates and CPA.
• Historical data analysis suggests that most
ad groups which fail to pass the learning
phase are unlikely to pass it without some
adjustments. Advertisers are recommended
to optimize the original ad group before
trying again to pass the learning phase.
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Bidding
Bidding options
There are 4 bidding methods available
on TikTok Ads Manager to meet your
diverse needs: • Cost per Thousand Views (CPV)

• Cost per Mille/Thousand Impressions (CPM) • Cost per Click (CPC)

• Optimized Cost per Mille/Thousand

Impressions (oCPM)

Best practice for bidding

• If controlling your daily cost-per-result is
what matters most to you, we suggest
selecting a Standard Bid strategy.
• If you are running a campaign with
conversion as your optimization goal, we
suggest selecting a Max Conversion with
No Bid strategy. This feature is currently in
beta and only available to certain accounts
– please contact the client service team
(CST) or account manager (AM) in your
region.
• When you are running a campaign with
conversion as your optimization goal, we
suggest selecting "Optimize Conversions at
learning phase" in the Optimization
Preference section under Bid Strategy.
• If you are running an App Install campaign
and want to optimize it based on users
taking a specific action in your app, we
recommend using App Event Optimization
(AEO). For AEO, your bid should be set as
your target CPA.

• With a Standard Bid strategy, we

recommend setting your bid as your target
cost per acquisition (CPA).

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AEO
The main objective for App Event Optimization
(AEO) is to help advertisers reach more users
who have higher chances of triggering
valuable in-app events. Compared to Install
Optimization, AEO enables advertisers to bid
beyond Install and focus on optimizing for
specific in-app events.
Advertisers can bid for objectives relevant to
their industry and for specific KPI objectives.
It helps you more accurately and efficiently
obtain users who have a greater chance of
triggering in-app events while controlling
costs, thereby improving your LTV and ROI.

Product Introduction

There are currently three types of AEO Note:

products on TikTok: IAEO, Auto Bid and Multi
Bid. Detailed explanations of these are listed in
the table below.
Multi-Bid is a prototype and transitional feature
that we won't be introducing it to clients just yet.
Therefore, we have excluded it from this section.

IAEO Auto-bid
AEO Product
(Main Product) (Transitional Feature)
This is our main and final product. It is
Please note this is a transitional
user-friendly and has the best
feature for deep-goal optimization
optimization effect of all products.
(Purchase).
However, it still shows unstable
1.If clients want to optimize deep-goal
Why did we performance when optimizing deep-
events, but cannot meet the threshold
launch this goal events (Purchase). That's why we
of IAEO deep-goal, they can first utilize
product? launched another two products as
Auto Bid.
transitional features.
2.When utilizing Auto Bid, the system
The system directly optimizes for the in-
will prioritize securing an optimal CPI
app event and effectively controls the
while optimizing for in-app events.
cost of the event.
In-App Events (Shallow and Deep App Installs
Bid for:
Goal-Events) *System auto-bids for event
Optimization In-App Events (Shallow and Deep App Installs and In-app Events (Deep-
Goal: Goal-Events) Goal Events)
Bidding for Shallow-Goal Events:
Current General availability (automatic unlock)
General availability (automatic unlock)
Status Bidding for Deep-Goal Events:
Requires allowlist to active
Equivalent Facebook AEO\RO
Google UAC 2.0
product Google UAC 2.5

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 Bidding for Shallow-Goal Events:
Accumulate 50 corresponding events
within the past 30 days, at App ID*
Accumulate 50 corresponding events
Unlock Account ID level
within the past 30 days, at APP ID*
Threshold Bidding for Deep-Goal Events:
Account ID level
Accumulate 150 deep-goal events
within the past 7 days, at APP ID*
Account ID level

Expected 20%+ deep_cvr increase compared to 10% deep_cvr increase compared to

performance install campaigns, while ad install campaigns, but expecting a 10%
gain impressions remain the same. drop on ad impressions.

Campaign
Set-up Page
Appearance

Events Available to Optimize

TikTok AEO will divide advertisers into four
verticals – Game, EC, BFSI and Others –
according to the classification of the advertiser's
app on Google Play Store / Apple App Store.
The full list of events that can be optimized for
each vertical is catalogued below. Advertisers
are required to first post back the events onto
TikTok Ads Manager before accumulating
event-converts to unlock respective features.

TikTok AEO will display cross-vertical events. If

you post back events of other verticals, TikTok
will automatically display them.

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Manual Book – How to set up TikTok AEO Ad
Groups
TikTok AEO Common Setting – Ad group level

1. Placement: When you choose placement,

we suggest you differentiate Pangle with
other placements.

2. Ad Details: The system will determine the

status of the AEO function based on events
in the specific app. Please choose the
correct app on which you wish to run AEO.

3. Targeting: We suggest setting a few limits

on your first use, such as age and gender.
After the system has accumulated enough
data and your app has passed the learning
phase, you can carefully objectify the core
targeting demographics for better
conversion results.

4. Budget & Schedule: In order to make sure

the campaign could pass through the
learning phase smoothly, we recommend
setting aside ample budget. Daily Budget
>= 20 x historic Cost per Event. The
schedule setting can be based on your own
preferences and strategy.

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IAEO
Set up an IAEO plan under “Bidding &
Optimization” from the Ad Group level. If your
page looks different from the page below,
please check if your app is capable of being
unlocked.

1. Optimization Goal: IAEO will optimize

events directly, so please select “In-app
Event” in order to continue.
Event Status
• Available event: you can optimize this event

• Insufficient data: the system will update

your optimization status through a progress
bar. The progress bar changes in real-time
according to the number of event-converts
in the past 30 days in the account's app.
When your App accumulates qualified
converts for an event, you can select this
event as the optimization target.
• Inactive: you haven’t posted back the data
of the related events, or there are no post
backs.
• The drop-down menu first displays the
events that can be unlocked in your app’s
respective vertical, then the cross-vertical
events. For example, if you have a BFSI app,
you will firstly see “registration, login, search,
add payment info, start trial loan apply and
purchase”. If you posted back the event of
“view content”, the system will display the
unionset.

2. Bidding: When you first utilize the TikTok

AEO function, we strongly recommend you
bid based on the historic CPA cost of Install
oCPM events. Under-bidding or bidding
based on bids on other platforms could
lower the competitiveness of the ad, which
could then result in decreased volume or
excessive costs.

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Auto Bid
Follow the steps below to set up an Auto Bid
plan under “Bidding & Optimization” from the
Ad Group level. If your page looks different
from the page below, please check if your app
is capable of being unlocked.

1. Optimization Goal: Auto Bid will optimize

the selected events to the greatest extent
while controlling CPI. In order to set up an
Auto Bid, select “Install” as the Optimization
Goal, then check the Secondary Goal box
and select the desired deep-goal event.
2. Bidding: Please bid based on the historic
cost of oCPM or IAEO events.
3. “Auto Bid” will automatically appear once
you select “Install” as the Optimization Goal
and check the Secondary Goal box.

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Best Practice
• TikTok AEO’s Bidding Logic:
。 TikTok AEO performance is primarily based on
bidding, CTR and CVR. Therefore, the pricing of
the bid and continuous testing of ads will
directly affect the AEO’s performance.
• Bid Price and Budget
。 Because of differences in backend calculations,
please refrain from using historical data from
other platforms when bidding.
。 Please bid according to historical costs when
you first start using AEO – underbidding or
bidding incorrectly could significantly affect
your ad’s competitiveness.
。 Setting a daily budget larger than 20 times the
Bidding Price/Event could ensure AEO ads
have enough budget to receive event converts,
which will also shorten the learning phase.
• Account Set-up
。 We recommend using ads that have
performed well in the past for an AEO. We do
not recommend using new creatives.
。 When setting up an AEO, please ensure 3-5 ad
groups are under operation. This is to ensure
the ads pass through the learning phase and
do not terminate early.
。 Please ensure each ad group has at least 3-5
good ads. We recommend testing different ad
creatives through oCPM-Install plans, in order
to produce good-performing creatives for
future AEO ad groups.
• What is the Learning Phase?
At the beginning of the AEO advertising period,
the system will temporarily have a higher CPA
cost due to insufficient samples. We call this
period the Learning Phase. During this period,
we suggest the following:
。 When event converts per ad group are
between 0 and 20, you might observe a
higher-than-normal CPA. This is a temporary
phenomenon caused by insufficient samples.
。 As the amount of event conversion increases,
the system model will gradually improve, and
the optimization effect will also increase. When
event converts per ad group are between 20
and 50, you could then observe the
optimization effect (deep CVR will increase and
CPA/deep conversion will decrease).
。 The Learning Phase ends once event converts
reach 50. In the following process, you will
recover all your high costs during the Learning
Phase through efficient optimization.
。 The deeper the events you wish to optimize,
the lower the deep conversion rate will be, so it
will be much more difficult for the system to
pass through the Learning Phase. Please be
patient and wait for the system to learn.
。 Any drastic change to the bid price, budget,
advertisement creatives and targeting
demographics will disturb or even restart the
Learning Phase. We recommend you try not
make any changes during the Learning Phase.
If a change is absolutely necessary, please do
not make more than one a day. Please also
keep the extent of the change to less than 10%.
• How to deal with special cases?
If the following situation occurs, we
recommend closing and re-configuring your
plan:
。 You receive no impressions or budget
consumption within 2 days of starting the plan.
。 The plan only obtained very few installs and
may be accompanied by high CPI costs in the
first 2 days.
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07
Manage your Business –
Business Center

59
What is Business Center?
Business Center is a central business hub that
allows organizations or agencies to manage
multiple TikTok ad accounts among multiple
people more effectively and securely.
Providing a centralized setting, Business
Center integrates essential functions for
anyone who needs to run, place and trace
multiple TikTok For Business accounts, while
incorporating payment information and
performance reports across different ad
accounts to boost efficiency and offer a more
comprehensive overview.
Furthermore, security is ensured by
maintaining complete control over your assets
by attributing proper ownership and
permissions to individuals who assist in
different areas of your business operations.
Thus, it's an all-in-one solution for anyone
seeking more efficient and secure ad asset
management within an organization or with
external partners and vendors.
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60
Why use Business Center?

Business Center empowers you to:

• Possess all-in-one platform to check
multiple ad accounts:

• You can use a single sign-in to access all

managed Ad Accounts, reducing the time it
takes to switch to different accounts.

• Maintain full control of access permissions

and manage assets:

• Business Center guarantees security, as the

core permissions are under control of the
administrator. Clearly see who has access to
your Ad Accounts and assign, change, or
remove roles and permissions as your team,
agencies or vendors change over time.

• Ensure transparency of collaboration:

• Business Center enables you to directly know

who has edited or made changes to the Ad
Accounts.

• Manage billing and payments for multiple

ad accounts efficiently:

• You can view and adjust the total account

balance of your Business Center in real-time
and access detailed payment information
and transactions.

• Upgrade decision-making for your future

campaigns:

• You can get business-level insights and

reports for your ad performance across
different accounts.

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 When should I use Business Center?
Use Business Center if you want：
• If you want more than one person to manage and access your
TikTok ad accounts.
• If you want to manage and share assets among multiple ad
accounts.

• If you want your agencies and vendors to assist in your ad

operations, but still maintain ownership of all your assets.
• If you manage multiple ad accounts
• If you want to request access to other ad accounts or share your
own with other agencies.

• If you want to quickly share many ad accounts with another

organization (e.g. your agency) in bulk.

How to get started with Business Center?

Preparing for Business Center
Decide who you want to be Admins
Ideally, the business owner or primary day-to-
day contact for your marketing team will
become the Admin so they can set up and
manage your Business Center. The people you
select should have permission to act on behalf
of your business and decide who should have
access to your assets. It is important that all
businesses have at least two Admins. This way,
if one Admin suddenly leaves the company,
there will still be a Business Center Admin left to
help manage access.
Sign up as a user of TikTok For Business

Only after a person signs up as a TikTok For

Business user can they start to create ad
accounts, create Business Centers, be assigned
a role and get access to assets. You can be a
TikTok For Business user by signing up on any of
the following websites:
https://business.tiktok.com/
https://ads.tiktok.com/i18n/
Lear more here

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08
Appendix

63
01 Policy and Review:
TikTok Advertising Policies - Ad Creatives
TikTok Advertising Policies - Industry Entry
Ad Review Checklist

Top Reasons Ads Fail Review

02 Glossary:
All Metrics
Basic Data
Attribution

In-App Events
Video Play

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