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Date posted on DIARY directory: Tuesday 17th June 2025
TikTok has collaborated with digital agency Precis and measurement platform Alvie to shed light on how traditional attribution models may significantly undervalue TikTok's contribution to e-commerce success.
Rethinking Attribution: Beyond the Last Click
TikTok's Full-Funnel Impact
The study's findings highlight TikTok's effectiveness across various campaign objectives:
Additionally, brands observed a 26% increase in branded search activity within one to two months following TikTok campaign activations, indicating a significant halo effect.
Strategies of High-Performing Brands
The study identified key practices among brands that maximised their TikTok ROI:
For more information, visit tiktok.com.
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