Understanding TikTok Geo Lift Tests
To uncover TikTok's real contribution to sales, marketers are turning to the Geo Lift Test.
Current marketing measurement methods are falling short in an era of complex customer journeys and privacy concerns. Nowhere is this more clear than on TikTok, where inspiration can linger far longer than a single click or session. To uncover TikTok's real contribution to sales, marketers are turning to the Geo Lift Test.
Why current attribution models fail
- Last-click attribution: Gives credit to the final touchpoint before a sale, ignoring earlier stages where TikTok might've sparked initial interest.
- Pixels and site-based tracking: Often fail to track cross-device behavior or offline conversions, where TikTok's influence is strong.
As a result, according to TikTok, nearly 80% of conversions driven by TikTok may be wrongly attributed to other channels. This incomplete picture obscures TikTok's ability to drive incremental growth.
How geo lift tests work
Geo Lift Tests offer a privacy-conscious, scientific approach, to measuring TikTok's impact:
- Divide and Conquer: The target market (e.g., the United States) is split into geographically similar areas. Some areas are designated as a "treatment group," while others become the "control group."
- Campaign Boost: In the treatment group, TikTok ad spend is significantly increased for a defined period, typically a few weeks. The control group sees no change.
- The Power of Data: Using machine learning and statistical techniques, sales or key performance indicators (KPIs) are compared between the groups. Any increase in the treatment group, beyond what's naturally occurring in the control group, is the incremental lift directly attributable to TikTok.
Key questions Geo Lift Tests answer
- Is TikTok generating sales that wouldn't happen otherwise?
- How much is TikTok being undervalued by last-click tools?
- Which other channels are wrongly receiving credit for TikTok's work?
Advertisers only relying on last-click attribution models are underestimating TikTok's return-on-investment (ROI). Geo Lift Tests provide insight that:
- Justify TikTok spend: Prove the platform's value to stakeholders
- Optimize budgeting: Allocate resources wisely across channels for the biggest gains
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