TikTok suffers the worst from under-reporting on Google Analytics, with 22 times less credit on the platform than it deserves, according to new research.
Fospha analysis shows that channels like TikTok derive impact through impressions rather than clicks, which generate awareness and influence consumers to buy.
Paid social is therefore left behind under Google Analytics’ (GA) last click model, which has no way of capturing impact beyond clicks, and only measures the final touchpoint in the customer journey.
The findings, from Fospha's Ultimate TikTok Playbook released this month, are based on the measurement platform’s own insights and TikTok's specialists.
“This signals a huge missed opportunity in TikTok. If brands had visibility over actual impact, they’d consider investing more,” the report states.
The report provides insights and strategies for brands using the social media platform.
Jamie Bolton, VP of Growth at Fospha, said: "Our playbook demystifies the process, offering clear, data-driven guidance to help brands achieve exceptional results on the platform.”
View the full report here
This article was first published in Campaign's sister publication, Performance Marketing World.
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