Summary
TikTok drives product discovery and sales significantly. Studies show view-through attribution reveals 76% new customers and 8.8x higher revenue versus last-click models. Marketing Mix Models detect 30-60% higher ROAS/ROI when TikTok is analyzed separately.
Creative is key: creator ads for NYX/Maybelline were 64% more effective, and native content boosted ad recall by 19-27%. Brands should adopt view-through plus click-through attribution, use APIs for real-time trends and campaign management, and access Partner Centre for MMM data.
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