Conversion Lift Study to see ROI lift by running Upper Funnel Campaign

+28%

5%

+278%

Registration uplift in ID

Activation Lift in VN

ROI uplift in VN

Context

To test the incrementality of TT Internal Ads for TTAM self-serve advertiser acquisition. The test was launched in APAC and leveraged CLS audience split and measurement capability to run AB test.

Challenges

Running upper funnel campaign is very difficult to measure the impact on revenue, hence we would like to do conversion lift study to see if there is an conversion uplift from TikTok Ads.

Metrics for Success

Incremental revenue / cash active / registration --> incremental ROI

Solutions

We run A/B test split between the holdout group and the test group in ID and VN.
- Control = Users who are NOT exposed by TT Ads
- Test = Users who are shown the ads
We target 5 different Audiences to see which audience has biggest uplift on the metric
- TikTok Promote Users that spend more than $ amount
- Have a post in the last 14D and have link in their Bio
- Audience that has Commercial intent signal
- Look-a-like audience
- Interest Audience
Segment the Data by devices to see if there is cross-device activation uplift

Results

ID's registration lift is 28%(stats-sig), Activation lift is 0%, and revenue lift is 3%(non-sig)
VN registration lift is 13%(stats-sig), Activation lift is 5%(stats-sig), and revenue lift is 18%(non-sig).
The ARPA lift is significant at 90% CI with a lift of 28%.
In VN, we saw lift in activation due to the fact even those TT Internal Ads is a mobile ad channel, we still saw lift in PC registration, meaning people saw the mobile ad and later on register on PC.
In ID, registration lifts is significant but mostly come from mobile registrations.
Since the majority of the mobile registrations (>90%) also start their ads creation process on Mobile devices (even despite providing PC onboarding guidance) and the mobile ad creation flow has a much lower ad completion rate compared to PCs, only a very small amount of the incremental registrations would eventually convert to cash actives.

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