TikTok Attribution & Lift Tests
"I spent $10k on TikTok and Google Analytics shows 0 conversions." I hear this every day. And it is usually wrong. Google Analytics is "Last Click" biased. TikTok is "View Through" heavy. To prove value, you need a Lift Test.
What is a Lift Test?
It is the scientific method applied to ads. TikTok takes your audience and splits it:
- Test Group (90%): Sees your ads.
- Control Group (10%): Does NOT see your ads (Ghost Bidding). After 14 days, it compares conversions. If the Test Group bought 20% more than the Control Group, your Incremental Lift is 20%.
How to Run It
- Go to TikTok Ads Manager → Tools → Brand Lift & Conversion Lift.
- Select Conversion Lift.
- Choose your Campaign.
- Run for 2-4 weeks. Note: You need a minimum budget (usually $10k - $20k spend) to get statistically significant results.
Post-Purchase Surveys (The Free Alternative)
If you don't have $20k to burn on a test, use a Survey. Add a question to your "Thank You" page: "How did you hear about us?" Options: TikTok, Facebook, Google, Friend. You will be shocked. We often see:
- GA4 reports: 10 TikTok Sales.
- Survey reports: 100 TikTok Sales. That 10x multiplier is your TikTok Multiplier.
Summary
Do not trust Google. Trust the Lift. Trust the Customer. If you turn off TikTok based on GA4 data, your overall blend CPA will increase.
About the Author
Performance marketing specialist with 6 years of experience in Google Ads, Meta Ads, and paid media strategy. Helps B2B and Ecommerce brands scale profitably through data-driven advertising.
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