TikTok Ads Analytics: Interpreting Metrics & KPIs (2026)

You launch a campaign.

• Facebook CPA: $20.
• TikTok CPA: $40. You turn off TikTok. Mistake. TikTok is an "Upper Funnel" discovery platform. Use attribution correctly.

In this "Mega-Authority" guide, we cover:

1. Custom Columns: Setting up your dashboard.
2. The "Profile Visit" Effect: Hidden value.
3. Attribution Windows: VTA (View Through).
4. Key Metrics: Hook Rate, Hold Rate, CVR.

Part 1: Custom Columns Setup

The default dashboard hides the good stuff. Go to Custom Columns and enable:

1. Basic: Cost, CPM, Impressions, Clicks.
2. Engagement: Profile Visits, Paid Likes, Shares.
3. Video: 2-Second Video Views, 6-Second Video Views, Video Views at 100%.
4. Conversion: Total Complete Payment (Purchase), Cost per Complete Payment, ROAS.
5. Pro Tip: Add "Real-time CPC" to see costs today faster.

Part 2: The Attribution Trap

TikTok users view an ad. They don't click. They search for your brand on Google 4 hours later. Google Ads gets the credit. TikTok VTA (View-Through Attribution):

• Ensure your window is set to 1-Day View, 7-Day Click.
• TikTok will report conversions where users saw the ad and bought later.
• Analysis: If VTA is 50% of your conversions, TikTok is driving "Brand Awareness." Do not cut it, or your Google Search volume will drop.

Part 3: Video Metrics (Engagement)

• 2-Second View Rate: Should be > 30%. (This is your "Hook Rate").
• Video View at 100%: Should be > 1%. (This is your "Retention").
• Share Rate: If people share your ad, your CPM drops because TikTok rewards virality.

Part 4: Profile Visits

On Meta, Profile Visits are useless. On TikTok, they are Gold. Users click the profile icon to "Check you out." They watch 5 organic videos. Then they buy. Metric: Track "Cost Per Profile Visit." If it is low ($0.50), your creative is building brand.

Part 5: Summary & Checklist

Your Action Plan:

1. Save a "Master View" column set.
2. Enable VTA (View Through Attribution).
3. Monitor "Assisted Conversions" report in Google Analytics to see TikTok's impact.
4. Ignore Last-Click CPA when judging TikTok's top-of-funnel value.

Measure the invisible.