4 Key TikTok Ad Metrics to 10x Performance 🔥

Hope you had a great Thanksgiving yesterday!

Secondly Happy Black Friday! I'm guessing your inbox has probably already been bombarded with brands throwing all sorts of offers at you!

So when it comes to running TikTok ads, you need to look at your metrics in two different ways. You will have your main conversion KPI's i.e. Sales, CPA, ROAS.

Then you will need to look at your creatives, this will allow you to spot opportunities and see when and if iterations are required

1. Hook Rate/Thumb-Stop Rate

This measures users who watch the 1st 3 seconds of the video.

Formula = 3 sec/impression

KPI:

30% - Good 😎

40% - Great 🤩

50% - Excellent 😍

2. Hold Rate

The higher the hold rate indicates how engaged a user is with that piece of content.

On TikTok, as you don't have Thruplay as a metric so we use this formula:

Formula = 50% view video/impressions

KPI:

Aim above 20%

These two metrics we find to be the most important. The KPIs can vary from brand to brand, but it gives you a solid benchmark, to begin with.

Many people think that the Hook-rate is the most important out of the two but there are so many hooks that you can rinse and repeat, so grabbing the user’s attention is the easiest bit - it’s what you do after that to keep them engaged i.e. your hold rate.

3. Avg. Watch Time

This metric is useful as you can see where users start to drop off and helps when you make creative iterations.

Formula = Total vid view time/total number of video plays

4. CVR

Conversions are usually the end goal and if you can increase the 3 other metrics this tends to lead to more conversions.

Formula = (number of conversions / impressions) x 100

*BONUS* 3 Ways to HOLD Consumers Attention

First of all, you will need great content + a great video here are a few little video hacks we incorporate:

• Every 2 seconds something needs to happen (different angle, zoom etc)

• Swap from colour to black and white clips works well for us

• Fun subtitles and emojis 🤪

If you feel that you want to consistently, predictably and repeatable convert users with emotionally based UGC via TikTok Ads then let's talk (We are at full capacity for 2022, but this will be for 2023.)

1. Let's Work Together. If you are a 7+ Figure brand and want to consistently, predictably and repeatedly generate 6 figures a month via TikTok Ads then let’s talk. (We only have 3 spots available for Jan 2023.) - schedule a call here

2. I've just dropped TikTok Ads 7-Figure Playbook {Vol.1} which you can grab for FREE. I break down the strategies that we've utilized to spend close to 7-figures with TikTok Ads this year.

Speak soon

Ashley