# Data Overview

TikTok Ads reports give you visibility into campaign performance, audience engagement, and creative effectiveness. The data available depends on your report type and the dimensions/metrics you select.

## Report types

| Report                     | Granularity                           | Best for                                             |
| -------------------------- | ------------------------------------- | ---------------------------------------------------- |
| Basic campaign report      | Campaign level                        | Overall campaign health and ROI                      |
| Basic ad group report      | Ad group level                        | Testing ad set performance                           |
| Basic ad report            | Individual ad creative                | Creative testing and optimization                    |
| Audience breakdown reports | Campaign/ad/group + audience segments | Understanding who engages with your ads              |
| GMV Max                    | Campaign level (e-commerce)           | Tracking sales value and ROAS for shopping campaigns |
| Dynamic Showcase Ads (DSA) | Product level                         | Product-specific performance and attribution         |
| Playable Ads               | By country                            | Interactive ad engagement and geography              |

## Key metrics

#### Performance metrics

| Metric                   | Definition                               | Use                        |
| ------------------------ | ---------------------------------------- | -------------------------- |
| Impressions              | Number of times your ad was displayed    | Reach and visibility       |
| Clicks                   | Number of ad clicks                      | Engagement and traffic     |
| Click-through rate (CTR) | Clicks / impressions × 100               | Ad relevance and appeal    |
| Spend                    | Total ad spend in your selected currency | Budget tracking            |
| Cost per click (CPC)     | Spend / clicks                           | Efficiency metric          |
| Cost per mille (CPM)     | Spend / impressions × 1000               | Impression cost comparison |
| Conversions              | Number of completed conversion events    | Goal achievement           |
| Conversion rate          | Conversions / clicks × 100               | Landing page effectiveness |
| Cost per conversion      | Spend / conversions                      | Profitability per outcome  |

#### GMV Max metrics

| Metric                        | Definition                       |
| ----------------------------- | -------------------------------- |
| GMV (Gross Merchandise Value) | Total sales value driven by ads  |
| ROAS (Return on Ad Spend)     | Revenue / spend                  |
| Orders                        | Number of completed transactions |

#### Engagement metrics

| Metric                  | Definition                            |
| ----------------------- | ------------------------------------- |
| Video plays             | Number of times your video was played |
| Video 100% plays        | Fully completed views                 |
| Likes, comments, shares | Direct audience interaction on TikTok |

## Dimensions (breakdowns)

#### Standard dimensions

| Dimension       | Available in          | Use                               |
| --------------- | --------------------- | --------------------------------- |
| Campaign name   | All reports           | Group data by campaign            |
| Ad group name   | Ad group & ad reports | Compare ad set performance        |
| Ad name         | Ad report             | Identify top-performing creatives |
| Advertiser name | Advertiser reports    | Multi-account analysis            |

#### Audience dimensions

| Dimension         | Available in             | Use                               |
| ----------------- | ------------------------ | --------------------------------- |
| Gender            | Audience reports         | Gender-based performance          |
| Age               | Audience reports         | Age group targeting effectiveness |
| Country code      | Audience & basic reports | Geographic performance            |
| Language          | Audience reports         | Language-based engagement         |
| Platform          | Audience reports         | Device/platform performance       |
| Interest category | Audience reports         | Interest-based audience insights  |
| Placement         | Audience reports         | In-feed vs. other placements      |
| Contextual tag    | Audience reports         | Content context performance       |

#### Asset dimensions

| Dimension         | Available in  | Use                              |
| ----------------- | ------------- | -------------------------------- |
| Video material ID | Basic reports | Video-level performance tracking |
| Image ID          | Basic reports | Image asset performance          |
| Page ID           | Basic reports | Landing page performance         |
| Post ID           | Basic reports | Post-based campaign tracking     |
| Component name    | Basic reports | Ad component breakdown           |

#### DSA dimensions

| Dimension      | Available in | Use                            |
| -------------- | ------------ | ------------------------------ |
| Catalog ID     | DSA reports  | Multi-catalog performance      |
| Product set ID | DSA reports  | Product collection performance |
| Product ID     | DSA reports  | Individual product tracking    |
| SKU ID         | DSA reports  | SKU-level sales tracking       |

## Common metric combinations

**Campaign Performance Overview:** Impressions, clicks, spend, conversions, conversion rate

**Creative Testing:** Impressions, CTR, cost per conversion (grouped by ad)

**Audience Insights:** Impressions, spend, conversions by gender, age, country

**Geo Performance:** Spend, conversion rate, ROAS by country code

**Product Performance (DSA):** Impressions, clicks, GMV, ROAS by product ID

## Use cases by role

{% tabs %}
{% tab title="Performance Marketers" %}
Track campaign efficiency metrics (CPC, CPM, ROAS) and optimize bid strategies. Use basic campaign/ad reports with metrics like spend, conversions, and conversion rate. Group by campaign or ad to identify underperforming creatives and reallocate budget.
{% endtab %}

{% tab title="E-commerce Managers" %}
Use GMV Max reports to tie ad spend directly to sales value and calculate ROAS. Break down performance by product ID (DSA) or campaign to understand which products drive the most revenue. Monitor conversion rate and cost per conversion by product.
{% endtab %}

{% tab title="Analytics & BI Teams" %}
Build multi-account dashboards in Looker Studio or BigQuery. Combine TikTok Ads data with other sources (Meta Ads, Google Ads) using Coupler.io's Append transformation. Create audience segment analysis reports by geography, interest, and platform.
{% endtab %}

{% tab title="Audience Strategists" %}
Use audience breakdown reports to understand which demographics and interests convert best. Segment performance by gender, age, interest category, and language. Export to a tool like Claude or ChatGPT to generate audience insights and recommendations.
{% endtab %}
{% endtabs %}

## Platform-specific notes

* **Data freshness:** TikTok Ads data is typically updated within 24 hours. Schedule refreshes for early morning to access yesterday's complete data.
* **Time zones:** All metrics are reported in your TikTok Ads account time zone. Verify your account settings in TikTok Ads Manager.
* **Attribution window:** TikTok uses a 1-day click attribution window by default. Conversions are attributed to the ad click date, not the conversion date.
* **Multi-account exports:** When selecting multiple ad accounts, data is combined in a single export. Use the advertiser name dimension to distinguish accounts.
* **GMV Max requirement:** GMV Max reports are only available if you have GMV Max campaigns active and linked to a TikTok Shop or e-commerce catalog.
* **API limits:** TikTok enforces rate limits on API requests. If you see "API failed" errors, wait 15–30 minutes before retrying.