When you connect TikTok Ads, pick a report type that matches the question you want to answer, then a Level: Campaign; Campaign, Ad group; or Campaign, Ad group, Ad. If you are unsure, start with the Basic report. Report types are not interchangeable: fields and totals can differ, so compare Funnel to the matching report in TikTok Ads Manager.
Note: The Branded Mission objective is not available in the TikTok API.
Note: Funnel can only import metrics that TikTok makes available through its Reporting API, so some metrics you see in TikTok Ads Manager aren't available in Funnel. For example, Paid Favorites isn't available through the API.
Which report type should you choose?
Report type | When to use it |
Basic | Use this for the broadest set of metrics: cost, clicks, conversions, video, engagement, website and app events, SKAN, LIVE, attribution (CTA and VTA), offline and Interactive Add-on metrics. Start here if you are unsure. Some metrics aren't available when you add Country Code. |
Reach and frequency | Use this for reach, frequency, cost per reach and unique event metrics, for example Unique Purchase, over a time window you choose. |
Audience | Use this for core delivery, video and engagement metrics broken down by audience, for example age, gender, country, device or placement. |
Custom Events | Use this for custom events that you define, such as custom pixel events, broken down by Custom event type. Connect it as a separate data source. You can't combine it with the Basic report in the same data source. |
GMV Max | Use this for GMV Max campaigns that promote your TikTok Shop products, with orders, gross revenue and ROI. |
Reservation | Use this for guaranteed (reservation) ad inventory. It has its own dimensions and metrics. |
Options when you connect
Level: Choose Campaign; Campaign, Ad group; or Campaign, Ad group, Ad. Some dimensions and metrics are only available at some levels, as noted below.
Additional Dimensions: In the Basic report, select Country Code or Hour to break the data down by country or hour. You can only select one of them.
Creative video URLs: Available in the Basic report at Ad level. Adds video fields, including Video file name, to your data. You can't use it together with Hour.
Time windows: In the Reach and frequency report, choose 1 Day, 7 Days (Weekly), 14 Days, 30 Days, 60 Days, 90 Days, Month to date (Monthly) or Lifetime.
Breakdown: In the Audience report, choose AC, Age, Age and Gender, Behavior, Country, Device, DMA, Gender, Language, Operating System, Placement or Province.
Basic, Audience and Reach and frequency reports
Dimensions
All levels
Advertiser ID
Advertiser name
Campaign automation type
Campaign bid type: Campaign level bid type.
Campaign budget mode: The budget mode of the campaign: total, infinite or daily.
Campaign buying type
Campaign created time: In the format YYYY-MM-DD HH:MM:SS.
Campaign deep bid type: Campaign level deep bid type.
Campaign ID
Campaign landing page URL: Landing page URL for legacy Smart+ campaigns, where the URL is set at campaign level rather than per ad. Only for legacy Smart+ campaigns.
Campaign landing page URLs: All campaign-level landing page URLs (legacy Smart+) joined by ", ". Only for legacy Smart+ campaigns.
Campaign name
Campaign objective: The intended outcome of a campaign.
Campaign objective type: The objective type, for example traffic, app installs or conversions.
Campaign optimization goal: The optimization goal of the campaign.
Campaign status
Campaign type
Stat day: The date of the data.
Adgroup and Ad levels
Adgroup bid type: Adgroup level bid type.
Adgroup created time: In the format YYYY-MM-DD HH:MM:SS.
Adgroup ID
Adgroup interest
Adgroup name
Adgroup optimization goal
Adgroup pacing: The pacing of the ad group, fast or smooth.
Adgroup placement: For example: TikTok, TopBuzz, Vigo.
Adgroup placement type: For example: TikTok, TopBuzz, Vigo.
Adgroup profile image
Adgroup schedule end time
Adgroup schedule start time
Adgroup status
Promotion type
TikTok App ID
Ad level
Ad created time: In the format YYYY-MM-DD HH:MM:SS.
Ad Creative ID: Original creative ID for Smart+ ads. For non-Smart+ ads this field is empty. Only for Smart+ campaigns.
Ad Creative name: Original creative name for Smart+ ads. For non-Smart+ ads this field is empty. Only for Smart+ campaigns.
Ad Format: The ad format.
Ad ID
Ad image mode: The format of the ad media, for example video, square video or vertical video.
Ad impression tracking URL: Display monitoring URL.
Ad landing page URL
Ad landing page URLs: All ad landing page URLs joined by ", ". Smart+ ads can have multiple destination URLs; non-Smart+ ads have a single URL exposed via "Ad landing page URL". Only for Smart+ campaigns.
Ad name
Ad status
Ad text
Call to action
Video ID: The ID of the ad video. For Spark and Smart+ ads without an Asset Library video, this is the TikTok post ID, which matches the TikTok Organic video ID.
Creative video URLs
Included in the Basic report at Ad level when you select Creative video URLs under Additional Dimensions.
Creative preview: Permanent thumbnail image URL for the ad video creative.
Creative preview link: Playable preview URL for the ad video creative. Valid only at download time; the link typically stops working within approximately one hour and is not refreshed on later syncs. For a permanent image, use Creative preview.
Video file name: The file name of the ad's video as stored in your TikTok Asset Library. Available in the Basic report when you select Creative video URLs under Additional Dimensions. It's empty for Spark Ads and organic posts, because TikTok only returns this for videos in your own Asset Library.
Additional dimensions
Country Code: The country, as a 2-letter code.
Country/Region
Hour: The hour of the day, in 24-hour format. You can't use it together with Country Code or Creative video URLs.
Audience breakdowns
Included in the Audience report when you select the matching Breakdown.
AC: The network connection type, for example 2G, 3G, 4G or Wi-Fi.
Age: The age range, for example 18-24 or 25-34.
Behavior
Device Brand
DMA
Gender: The gender.
Language: The language, as a 2-letter code.
Operating System: The operating system, Android or iOS.
Placement
Province
Metrics
Some metrics are only available in some reports, as noted. Total cost is available in all reports.
Delivery metrics
Click through rate (CTR destination): The percentage of times people saw your ad and performed a click (destination).
Clicks (Destination): The number of clicks on your ads that led to advertiser-specified destinations.
Conversion rate: The percentage of results you received out of all the clicks of your ads.
Conversions: The number of times your ad achieved an outcome based on the objective and settings you selected.
Cost per action (CPA): The average amount of money you've spent on a conversion.
Cost per click (CPC destination): The average amount of money you've spent on a click (destination).
Cost per mille (CPM): The average amount of money you've spent per thousand impressions.
Gross Impressions (Includes Invalid Impressions): Number of times your ads were shown, including invalid impressions. Basic report only, without Country Code.
Impressions: The number of times your ads were on screen.
Real time conversion rate: The percentage of results you received out of all the clicks of your ads. (The total count is based on when the conversion actually happened.)
Real time conversions
Total cost: The estimated total amount of money you've spent on your campaign, ad group or ad during its schedule.
Budget metrics
AdGroup Budget: Ad and Adgroup level only.
Campaign budget
Video metrics
15-second focused views (paid interactions): The number of times your video received at least one positive interaction (likes, shares, follows, or clicks) without being viewed for 15 seconds. This metric is only available for advertisers using focused view products. For each video impression, paid interactions are counted separately and replays are excluded. Basic report only, without Country Code.
15-second focused views (paid views): The number of times your video was viewed for at least 15 seconds, or viewed in full if it is less than 15 seconds long. For each video impression, plays are counted separately and replays are excluded. This metric is only available for advertisers using focused view products. Basic report only, without Country Code.
15-second views (Focused view): The number of times your video has been played at least 15 seconds, or received at least 1 engagement within 1 day of the user seeing a paid ad. TikTok has to turn this metric on for your account, so contact your TikTok representative. Basic report only.
2-Second Video Views: The number of times your video played for at least 2 seconds. Replays will not be counted. Basic report only.
6-second focused views (paid interactions): The number of times your video received at least one positive interaction (likes, shares, follows, or clicks) without being viewed for 6 seconds. This metric is only available for advertisers using focused view products. For each video impression, paid interactions are counted separately and replays are excluded. Basic report only, without Country Code.
6-second focused views (paid views): Number of times your video was played for at least 6 seconds, or played in full if it is less than 6 seconds. For each video impression, plays are counted separately and replays are excluded. Basic report only, without Country Code.
6-Second Video Views: The number of times your video played for at least 6 seconds, or completely played. Replays will not be counted. Basic and Audience reports.
6-second views (Focused view): The number of times your video has been played at least 6 seconds, or received at least 1 engagement within 1 day of the user seeing a paid ad. Engagements to be measured: Likes, shares, follows, profile visits, clicks, hashtag clicks, music clicks, anchor clicks, and interactive add-ons activity clicks. Basic report only, without Country Code.
Video Average Watch Time Per Person: The average time your video was played per person, including any time spent replaying the video. This metric is estimated. Basic report only. Funnel aggregates this metric with MAX at the level of detail of the data source.
Video Average Watch Time Per Video View: The average time your video was played per single video view, including any time spent replaying the video. Basic and Audience reports. Funnel aggregates this metric with MAX at the level of detail of the data source.
Video Views: The number of times your video starts to play. Replays will not be counted. Basic and Audience reports.
Video Views at 100%: The number of times your video was played at 100% of its length. Replays will not be counted. Basic and Audience reports.
Video Views at 25%: The number of times your video was played at 25% of its length. Replays will not be counted. Basic and Audience reports.
Video Views at 50%: The number of times your video was played at 50% of its length. Replays will not be counted. Basic and Audience reports.
Video Views at 75%: The number of times your video was played at 75% of its length. Replays will not be counted. Basic and Audience reports.
Engagement metrics
Anchor Clicks: The number of clicks on all anchors. Basic report only, without Country Code.
Clicks (All): The overall amount of engagement on your ad which includes likes, comments, shares, follows and clicks. Clicks consist of music, hashtags, anchor, and interactive add-on activity clicks. Basic report only, without Country Code.
Duet Clicks: The numbers of clicks on the 'Duet' button. Basic report only, without Country Code.
Hashtag clicks: Number of clicks on the hashtag challenge associated with your ad during the ad impression. Basic report only, without Country Code.
Instant Experience Average View Percentage: The average percentage of the Instant Experience that people viewed. Basic report only.
Instant Experience Average View Time: The average total time that people spent viewing an Instant Experience. Basic report only.
Music Clicks: The number of clicks on the official music in your Boosted TikTok ad during the campaign. Basic and Audience reports.
New Consideration Size: Number of acquired consideration audience your ad resulted in.
Paid comments: The number of comments your video creative received within 1 day of a user seeing a paid ad. Basic report only.
Paid Followers: The number of new followers that were gained within 1 day of a user seeing a paid ad. This metric is only for Boosted TikToks. Basic and Audience reports.
Paid Likes: The number of likes your video creative received within 1 day of a user seeing a paid ad. Basic and Audience reports.
Paid Profile Visits: The number of homepage visits the ad drove during the campaign. This metric is only for Spark Ads. Basic and Audience reports.
Paid Shares: The number of shares your video creative received within 1 day of a user seeing a paid ad. Basic and Audience reports.
Playlist page visit: The number of playlist page visits the paid ad drove during the campaign. Basic report only, without Country Code.
Stitch Clicks: The numbers of clicks on the 'Stitch' button. Basic report only, without Country Code.
Use sound button clicks: Number of clicks on the "Use sound" button. Basic report only, without Country Code.
Instant Experience metrics
Instant experience video views: Number of times your Instant Experience video was played. Replays are excluded. Basic report only, without Country Code.
Instant experience video views at 100%: Number of times your Instant Experience video was played 100% of its length. Replays are excluded. Basic report only, without Country Code.
Instant experience video views at 25%: Number of times your Instant Experience video was played at least 25% of its length. Replays are excluded. Basic report only, without Country Code.
Instant experience video views at 50%: Number of times your Instant Experience video was played at least 50% of its length. Replays are excluded. Basic report only, without Country Code.
Instant experience video views at 75%: Number of times your Instant Experience video was played at least 75% of its length. Replays are excluded. Basic report only, without Country Code.
Outbound clicks (TikTok): Number of call-to-action button click events within a TikTok-owned property. For the ads placed on Pangle, this metric may be incomplete due to the automatic traffic optimization strategy. Basic report only, without Country Code.
Page views (TikTok): Number of page views on the instant page. For the ads placed on Pangle, this metric may be incomplete due to the automatic traffic optimization strategy. Basic report only, without Country Code.
Product clicks (TikTok): Number of product clicks on the instant page that leads to detail page views. Basic report only, without Country Code.
Interactive Add-on metrics
Countdown Sticker Recall Clicks: The number of times users clicked on a reminder from the countdown sticker that leads to the advertiser's specified destination. Basic report only, without Country Code.
Interactive Add-on Activity Clicks: The number of interactive activity clicks within the Interactive Add-on. Clicks that are measured include: Gesture interactions, Voting Sticker votes, Countdown Sticker. Basic report only, without Country Code.
Interactive Add-on Destination Clicks: The number of destination clicks within the Interactive Add-on, that led to advertiser-specified destinations. Clicks that are measured include: Display Card, Gift Code Sticker, Pop-Out Showcase, Button clicks on the Gesture Popup Window, Countdown Sticker, Superlike. Basic report only, without Country Code.
Interactive Add-on Impressions: The number of times your interactive add-on was on screen. Impressions that are measured include: Display Card, Gift Code Sticker, Pop-Out Showcase, Gesture, Voting Sticker, Countdown Sticker, Superlike. Basic report only, without Country Code.
Interactive Add-on Option A Clicks: The number of clicks on option A within the Interactive Add-on. Product supported: Voting Sticker. Basic report only, without Country Code.
Interactive Add-on Option B Clicks: The number of clicks on option B within the Interactive Add-on. Product supported: Voting Sticker. Basic report only, without Country Code.
LIVE metrics
Effective LIVE Views: The number of times viewers visited your LIVE for more than 10 seconds. Revisits will be counted. Basic report only, without Country Code.
LIVE Product Clicks: The number of time viewers clicked a product and viewed its details page during your LIVE. Basic report only.
LIVE Views: The number of times viewers visited your LIVE. Revisits will be counted. Basic report only, without Country Code.
Website metrics
Add to cart value (website): The total value of app add to cart actions attributed to your ads. Basic report only, without Country Code.
Add to wishlist value (website): The total value of website add to wishlist actions attributed to your ads. Basic report only, without Country Code.
Adds to cart (website): The number of add to cart events. Basic report only.
Adds to wishlist (website): The number of website add to wishlist actions attributed to your ads. Basic report only.
Button click value (website): The total value of button click events attributed to your ads. Basic report only.
Button clicks (website): The number of button click events. The total count is calculated based on the time each ad impression occurred. Basic report only.
Checkout initiation value (website): The total value of website initiate checkout actions attributed to your ads. Basic report only, without Country Code.
Checkouts initiated (website): The number of initiate checkout events. Basic report only, without Country Code.
Contact value (website): The total value of online consultation events attributed to your ads. Basic report only.
Contacts (website): The number of online consultation events. The total count is calculated based on the time each ad impression occurred. Basic report only.
Content view rate (website): The percentage of website view content actions from all clicks. Basic report only.
Content view value (website): The total value of website view content actions attributed to your ads. Basic report only, without Country Code.
Content views (website): The number of website view content actions attributed to your ads. Basic report only, without Country Code.
Cost per add to cart: Cost divided by Add to cart.
Cost per Complete Registration (website): The average cost of each registration.
Cost per content view (website): The average cost per website view content action. Basic report only.
Customize product value (website): The total value of website customize product events attributed to your ads. Basic report only, without Country Code.
Customize products (website): The number of website customize product events attributed to your ads. Basic report only, without Country Code.
Download value (website): The total value of download events attributed to your ads. Basic report only.
Find location value (website): The total value of website find location events attributed to your ads. Basic report only, without Country Code.
Find locations (website): The number of website find location events attributed to your ads. Basic report only, without Country Code.
Form submission value (website): The total value of website form submission events attributed to your ads. Basic report only.
Form submissions (website): The number of website lead actions attributed to your ads. Basic report only.
Landing page views (website): The number of landing page view events from your ads. Basic and Audience reports.
Orders placed (website): The number of place an order events. Basic report only.
Orders placed value (website): The total value returned from place an order events. Basic report only, without Country Code.
Page views (website): The total number of page browse events. The total count is calculated based on the time each ad impression occurred. Basic report only.
Payment info added (website): The number of add payment info events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred. Basic report only.
Payment info value (website): The total value of payment info events attributed to your ads. Basic report only, without Country Code.
Purchase value (website): Basic report only.
Purchases (website): Number of website purchase actions attributed to your ads. Basic report only.
Registration value (website): The total value of website user registration events attributed to your ads. Basic report only, without Country Code.
Registrations (website): The number of user registration events. Basic report only.
Schedule value (website): The total value of website schedule events attributed to your ads. Basic report only, without Country Code.
Schedules (website): The number of website schedule events attributed to your ads. Basic report only, without Country Code.
Search value (website): The total value of website search actions attributed to your ads. Basic report only, without Country Code.
Searches (website): The number of website search actions attributed to your ads. Basic report only, without Country Code.
Subscription value (website): Basic report only.
Subscriptions (website): The number of website subscribe actions attributed to your ads. Basic report only.
Total Download: The number of download button click events. Basic report only.
Value per content view (website): The average value per website view content action. Basic report only.
App metrics
Add to Cart (app): Add to Cart (Total No.) (The total count is based on when you were billed.) Basic report only.
Add to cart value (app): The total value of app add to cart actions attributed to your ads. Basic report only, without Country Code.
Add to wishlist value (app): The total value of app add to wishlist actions attributed to your ads. Basic report only, without Country Code.
Ads impression value: The total value returned from all ad impression events. Basic report only, without Country Code.
Ads impressions: The total number of ad impression events from your mobile app counted as app events and attributed to your ads. Basic report only, without Country Code.
App installs by conversion time: The number of times your mobile app was installed that were recorded as app events and attributed to your ads. (The total count is based on when the conversion actually happened.) Basic report only.
Checkout value (app): The total value of checkout events attributed to your ads. Basic report only, without Country Code.
Content view value (app): The total value of app view content actions attributed to your ads. Basic report only, without Country Code.
Content views (app): Total View Content. Basic report only.
Cost per purchase: The average cost of each purchase.
Credit spends (app): Spend Credit (Total No.) Basic report only.
Install: The number of app installs that were recorded as app events. Basic report only, without Country Code.
Install cost: The average cost for each app install event.
Levels achieved (app): The number of app achieve level actions attributed to your ads. Basic report only.
Payment info adds (app): The number of app add payment info actions attributed to your ads. Basic report only.
Purchase value (app): The total value of app purchase actions attributed to your ads. Basic report only, without Country Code.
Purchases: The number of purchases events occurred in your app that were recorded by your measurement partner. Basic report only, without Country Code.
Purchases (app): The number of app purchase actions attributed to your ads. Basic report only, without Country Code.
Registration (app): Total Registration. Basic report only.
Searches (app): The number of search events that are attributed to your ads. Basic report only.
Subscribe value (app): The total value of subscribe events attributed to your ads. Basic report only, without Country Code.
Total Add to Wishlist (app): The number of times users added items to a wishlist in your mobile app that were recorded as app events and attributed to your ads. Basic report only.
Total Checkout: The number of checkout events that are attributed to your ads. Basic report only.
Total Launch App: The number of launch app events that are attributed to your ads. Basic report only, without Country Code.
Total Loan Apply: Loan Apply (Total No.) Basic report only, without Country Code.
Total Loan Credit: Loan Approval (Total No.) Basic report only, without Country Code.
Total Loan Disbursement: Loan Disbursement (Total No.) Basic report only, without Country Code.
Total Start Trial: Start Trial (Total No.) Basic report only.
Total Subscribe (app): Subscribe (Total No.) Basic report only.
Tutorial completion value (app): The total value of app complete tutorial actions attributed to your ads. Basic report only, without Country Code.
Tutorials completed (app): Basic report only, without Country Code.
SKAN metrics
App Install (SKAN): Number of SKAN app install conversions. Basic report only.
Conversions (SKAN): Number of SKAN conversions. Basic report only.
Result (SKAN): The number of times your ad achieved an outcome, based on the optimization goal you selected. Basic report only, at Ad and Adgroup level.
SKAN start trials: Number of SKAN start trial conversions. Basic report only.
SKAN subscribes: Number of SKAN subscribe conversions. Basic report only.
Total Achieve Level (SKAN): The number of times a user achieved a level in your mobile app that were recorded as app events and attributed to your ads. Basic report only.
Total Add Payment Info (SKAN): The number of times a user added payment info in your mobile app that were recorded as app events and attributed to your ads. Basic report only.
Total Add to Cart (SKAN): The number of times a user added items to a shopping cart in your mobile app that were recorded as app events and attributed to your ads. Basic report only.
Total Add to Wishlist (SKAN): The number of times users added items to a wishlist in your mobile app that were recorded as app events and attributed to your ads. Basic report only.
Total Checkout (SKAN): Number of SKAN checkout conversions. Basic report only.
Total Complete Tutorial (SKAN): The number of times a user completed a tutorial in your mobile app that were recorded as app events and attributed to your ads. Basic report only.
Total Complete Tutorial Value (SKAN): The value of complete tutorial events in your mobile app that were recorded as app events and attributed to your ads. The total count is based on when the events are returned through the SKAdNetwork API. There may be a delay between the actual conversion time and when the conversion is reported. Basic report only.
Total Create Group (SKAN): The number of create groups in your mobile app that were recorded as app events and attributed to your ads. Basic report only.
Total Generate Lead (SKAN): The number of leads generated in your mobile app that were recorded as app events and attributed to your ads. The total count is based on when the events are returned through the SKAdNetwork API. There may be a delay between the actual conversion time and when the conversion is reported. Basic report only.
Total Join Group (SKAN): The number of times a user joined a group in your mobile game app that were recorded as app events and attributed to your ads. Basic report only.
Total Launch App (SKAN): The number of times a user launched your mobile app that were recorded as app events and attributed to your ads. Basic report only.
Total Login (SKAN): The number of logins in your mobile app that were recorded as app events and attributed to your ads. The total count is based on when the events are returned through the SKAdNetwork API. There may be a delay between the actual conversion time and when the conversion is reported. Basic report only.
Total Purchase (SKAN): Number of SKAN purchase conversions. Basic report only.
Total Registration (SKAN): Number of SKAN registration conversions. Basic report only.
Total Unlock Achievement (SKAN): The number of times that a user unlocked an achievement in your mobile game app that were recorded as app events and attributed to your ads. The total count is based on when the events are returned through the SKAdNetwork API. There may be a delay between the actual conversion time and when the conversion is reported. Basic report only.
Total View Content (SKAN): The number of times a user viewed content in your mobile app that were recorded as app events and attributed to your ads. Basic report only.
Attribution metrics
Cost per CTA conversion: The average cost for each active event that attribute to clicks.
Cost per CTA purchase: The average cost for each payment event that attribute to clicks.
Cost per CTA registration: The average cost per in-app registration event that attribute to clicks.
Cost per Engaged View-Through Conversion: The average cost of each conversion that is attributed to an engaged view. The total count is calculated based on the time each ad impression occurred. Basic report only, without Country Code.
Cost per VTA conversion: The average cost for each active event that attributes to impression.
Cost per VTA purchase: The average cost for each payment event that attribute to impression.
Cost per VTA registration: The average cost for each registration event that attribute to impression.
CTA App Install: The number of in-app app install event that occurred on your mobile app and are attributed to the amount of clicks. Basic report only, without Country Code.
CTA conversions: The number of in-app active events that occurred on your mobile app and are attributed to the amount of clicks. Basic report only, without Country Code.
CTA Purchase: The number of in-app payment events that attribute to click based on information received from your measurement partner. Basic report only, without Country Code.
CTA Registration: The number of in-app registration events that attribute to click based on information received from your measurement partner. Basic report only.
Engaged View-Through Conversions: The number of conversions attributed to an engaged view. The total count is calculated based on the time each ad impression occurred. Basic report only, without Country Code.
EVTA app installs: The number of app install actions attributed to engaged views of your ad. Basic report only, without Country Code.
EVTA purchases (app): The number of in-app purchase actions attributed to engaged views of your ad. Basic report only, without Country Code.
EVTA purchases (website): The number of website purchase actions attributed to engaged views of your ad. Basic report only, without Country Code.
EVTA registrations: The number of registration actions attributed to engaged views of your ad. Basic report only, without Country Code.
VTA App Install: The number of app install event that attribute to impression, based on information received from your measurement partner. Basic report only, without Country Code.
VTA Conversion: The number of active events that occurred on your mobile app and are attributed to impression. Basic report only.
VTA Purchase: The number of in-app payment events that attribute to impression based on information received from your measurement partner. Basic report only.
VTA purchase value: Total value of purchase events attributed to someone only viewing your ad. Basic report only, without Country Code.
VTA purchases (website): Website purchase events attributed to someone only viewing your ad. Basic report only, without Country Code.
VTA Registration: The number of registration events that attribute to impression based on information received from your measurement partner. Basic report only.
Offline metrics
Add to cart value (offline): The total value of offline add to cart actions attributed to your ads. Basic report only, without Country Code.
Add to wishlist value (offline): The total value of offline add to wishlist actions attributed to your ads. Basic report only, without Country Code.
Adds to cart (offline): The number of offline add to cart actions attributed to your ads. Basic report only, without Country Code.
Adds to wishlist (offline): The number of offline add to wishlist actions attributed to your ads. Basic report only, without Country Code.
Button click value (offline): The total value of offline click button actions attributed to your ads. Basic report only, without Country Code.
Button clicks (offline): The number of offline click button actions attributed to your ads. Basic report only, without Country Code.
Checkout initiation value (offline): The total value of offline initiate checkout actions attributed to your ads. Basic report only, without Country Code.
Checkouts initiated (offline): The number of offline initiate checkout actions attributed to your ads. Basic report only, without Country Code.
Contact value (offline): The total value of offline contact actions attributed to your ads. Basic report only, without Country Code.
Contacts (offline): The number of offline contact actions attributed to your ads. Basic report only, without Country Code.
Content view value (offline): The total value of offline view content actions attributed to your ads. Basic report only, without Country Code.
Content views (offline): The number of offline view content actions attributed to your ads. Basic report only, without Country Code.
CRM event value (offline): Total value returned from all CRM events. Basic report only, without Country Code.
CRM events (offline): Number of CRM events attributed to your ads. Basic report only, without Country Code.
Custom event value (offline): Total value of custom offline events attributed to your ads. Basic report only, without Country Code.
Custom events (offline): Number of custom offline events attributed to your ads. Basic report only, without Country Code.
Download value (offline): The total value of offline download actions attributed to your ads. Basic report only, without Country Code.
Downloads (offline): The number of offline download actions attributed to your ads. Basic report only, without Country Code.
Form submission value (offline): The total value of offline form submission actions attributed to your ads. Basic report only, without Country Code.
Form submissions (offline): The number of offline form submission actions attributed to your ads. Basic report only, without Country Code.
Orders placed (offline): The number of offline place order actions attributed to your ads. Basic report only, without Country Code.
Orders placed value (offline): The total value of offline place order actions attributed to your ads. Basic report only, without Country Code.
Payment info add value (offline): The total value of offline add payment info actions attributed to your ads. Basic report only, without Country Code.
Payment info adds (offline): The number of offline add payment info actions attributed to your ads. Basic report only, without Country Code.
Preferred leads (offline): Number of preferred leads events attributed to your ads. Basic report only, without Country Code.
Purchase value (offline): The total value of offline purchase actions attributed to your ads. Basic report only, without Country Code.
Purchases (offline): The number of offline purchase actions attributed to your ads. Basic report only, without Country Code.
Registration value (offline): The total value of offline complete registration actions attributed to your ads. Basic report only, without Country Code.
Registrations (offline): The number of offline complete registration actions attributed to your ads. Basic report only, without Country Code.
Search value (offline): The total value of offline search actions attributed to your ads. Basic report only, without Country Code.
Searches (offline): The number of offline search actions attributed to your ads. Basic report only, without Country Code.
Subscription value (offline): The total value of offline subscribe actions attributed to your ads. Basic report only, without Country Code.
Subscriptions (offline): The number of offline subscribe actions attributed to your ads. Basic report only, without Country Code.
Total customize product (offline): The number of offline customize product events attributed to your ads. Basic report only, without Country Code.
Total customize product value (offline): The total value returned from all offline customize product events attributed to your ads. Basic report only, without Country Code.
Total find location (offline): The number of offline find location events attributed to your ads. Basic report only, without Country Code.
Total find location value (offline): The total value returned from all offline find location events attributed to your ads. Basic report only, without Country Code.
Total schedule (offline): The number of offline schedule events attributed to your ads. Basic report only, without Country Code.
Total schedule value (offline): The total value returned from all offline schedule events attributed to your ads. Basic report only, without Country Code.
Onsite event metrics
Add to cart (Onsite): The number of TikTok add to cart actions attributed to your ads. Basic report only, without Country Code.
Add to cart value (Onsite): The total value of TikTok add to cart actions attributed to your ads. Basic report only, without Country Code.
Add to cart value (Shop): Total value of Shop add to cart actions attributed to your ads. Basic report only, without Country Code.
Billing add value (TikTok): Total value of Shop product detail page views attributed to your ads. Basic report only, without Country Code.
Checkout initiation value (Onsite): The total value of TikTok checkout initiation actions attributed to your ads. Basic report only, without Country Code.
Checkout initiation value (Shop): Total value of Shop initiated checkout actions attributed to your ads. Basic report only, without Country Code.
Checkouts initiated (Onsite): The number of TikTok checkouts initiated actions attributed to your ads. Basic report only, without Country Code.
Destination visits (Onsite): The number of destination visit events that are attributed to your ads within a TikTok-owned property. Basic report only, without Country Code.
Downloads (website): The number of app store click events attributed to your TikTok ads. Basic report only, without Country Code.
Filtered out form submissions (Onsite): The number of users that were disqualified and not counted as submissions due to the logic you set. Basic report only, without Country Code.
Form submission value (TikTok): The total value of lead actions attributed to your ads. Basic report only, without Country Code.
Payment info added (website): The number of 'Add Billing' events attributed to your TikTok ads. Basic report only, without Country Code.
Product details page view (Onsite): The number of TikTok product details page view actions attributed to your ads. Basic report only, without Country Code.
Product details page view value (Onsite): The total value of TikTok product details page view actions attributed to your ads. Basic report only, without Country Code.
Product page view value (Shop): Total value of Shop product detail page views attributed to your ads. Basic report only, without Country Code.
Purchase value (Onsite): The total value of TikTok purchase actions attributed to your ads. Basic report only, without Country Code.
Purchases (Onsite): The number of TikTok purchase actions attributed to your ads. Basic report only, without Country Code.
Total ad impression events: The number of TikTok ad impression actions attributed to your ads. Basic report only, without Country Code.
Total ad impression value: The total value of TikTok ad impression actions attributed to your ads. Basic report only, without Country Code.
Total Add to Cart (Onsite): The number of 'Add to Cart' events attributed to your TikTok ads. Basic report only, without Country Code.
Total Add To Wishlist (Onsite): The number of 'Add to Wishlist' events attributed to your TikTok ads. Basic report only, without Country Code.
Total Add To Wishlist Value (Onsite): The total value returned from 'Add to Wishlist' events attributed to your TikTok ads. Basic report only, without Country Code.
Total Complete Payment (Onsite): The number of 'Complete Payment' events attributed to your TikTok ads. Basic report only, without Country Code.
Total Form Submission (Onsite): The number of form submission events attributed to your TikTok ads. Basic report only, without Country Code.
Total Initiate Checkout (Onsite): The number of 'Initiate Checkout' events attributed to your TikTok ads. Basic report only, without Country Code.
Total Product Details Page View (Onsite): The number of product detail page (PDP) view events attributed to your TikTok ads. Basic report only, without Country Code.
Total purchase GMV (Onsite): The total value of order submission events that are attributed to your ads, within a TikTok-owned property. Basic report only, without Country Code.
Total registration: The number of registrations attributed to your ad. Basic report only, without Country Code.
Shop metrics
Gross revenue (Shop) by order submission time: The gross revenue of Shop orders attributed to your ads. It's the amount people pay, less any sales taxes, plus any product discounts provided to them by Shop platform. Basic report only, without Country Code.
Items purchased (Shop): The number of Shop items sold attributed to your ads. Basic report only, without Country Code.
Purchases (Shop) by order submission time: The number of Shop order submission actions attributed to your ads. Basic report only, without Country Code.
Messaging metrics
Conversations (Instant messaging app): Number of instant messaging app conversation started events attributed to your TikTok ads. Basic report only, without Country Code.
Conversations (TikTok direct message): Number of TikTok direct message conversations attributed to ads running on a TikTok-owned property. Basic report only, without Country Code.
Reach and frequency metrics
Included in the Reach and frequency report. Each metric is calculated for the Time windows you select: 1 Day, 7 Days (Weekly), 14 Days, 30 Days, 60 Days, 90 Days, Month to date (Monthly) or Lifetime.
Reach: The number of unique users who saw your ads at least once. This metric is estimated.
Frequency: The average number of times each person saw your ad.
Cost per 1000 reached: The average cost to reach 1,000 unique users. This metric is estimated.
Real-time App Installs: The number of app install events that are attributed to your ads. The total count is based on when the conversion actually happened.
App Install: The number of times your mobile app was installed that were recorded as app events and attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Purchase: The number of unique purchase events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Registration: The number of unique registration events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Add to Cart: The number of unique add to cart events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Checkout: The number of unique checkout events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique View Content: The number of unique view content events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Day 1 Retention: The number of unique day 2 retention events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Add Payment Info: The number of unique add payment info events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Add to Wishlist: The number of unique add to wishlist events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Launch App: The number of unique launch app events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Complete Tutorial: The number of unique complete tutorial events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Create Group: The number of unique create group events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Join Group: The number of unique join group events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Create Role: The number of unique create role events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Spend Credit: The number of unique spend credit events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Achieve Level: The number of unique achieve level events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Unlock Achievement: The number of unique unlock achievement events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Generate Lead: The number of unique generate lead events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique In-App Ad Click: The number of unique in-app ad click events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique In-App Ad Impression: The number of unique in-app ad impression events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Loan Apply: The number of unique loan apply events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Loan Approval: The number of unique loan approval events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Loan Disbursal: The number of unique loan disbursal events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Login: The number of unique login events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Rate: The number of unique rate events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Search: The number of search events. The total count is calculated based on the time each ad impression occurred.
Unique Start Trial: The number of unique start trial events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
Unique Subscribe: The number of unique subscribe events that are attributed to your ads. The total count is calculated based on the time each ad impression occurred.
LIVE Unique Views: The number of unique viewers who entered your LIVE.
Custom Events report
Use the Custom Events report for custom events that you define, such as custom pixel events. Standard events stay in the Basic report. Connect the Custom Events report as a separate TikTok Ads data source. You can't combine it with the Basic report in the same data source.
Dimensions
The Custom Events report has the same Campaign, Adgroup and Ad dimensions as the auction ad reports, plus:
Custom event type: The name of the custom event. Each row in the report is broken down by event type.
Metrics
App metrics
Custom events (app): The number of custom app events attributed to your ads.
Custom event value (app): The total value of custom app events attributed to your ads.
Cost per custom event (app): The average cost per custom app event attributed to your ads.
Value per custom event (app): The average value per custom app event attributed to your ads.
Website metrics
Custom events (website): The number of custom web events attributed to your ads.
Custom event value (website): The total value of custom web events attributed to your ads.
Cost per custom event (website): The average cost per custom web event attributed to your ads.
Value per custom event (website): The average value per custom web event attributed to your ads.
GMV Max report
Use the GMV Max report for GMV Max campaigns that promote products from your TikTok Shop. The report is at Campaign level.
Dimensions
The GMV Max report has Advertiser ID, Campaign ID, Campaign name, Campaign created time, Campaign objective type and Campaign optimization goal, plus:
Campaign optimization mode: The optimization mode of the GMV Max campaign (CUSTOM or NO_BID).
Campaign product specific type: The product selection mode of the campaign.
Campaign product video specific type: The video selection mode of the campaign.
Campaign schedule end time: The campaign delivery end time.
Campaign schedule start time: The campaign delivery start time.
Campaign schedule type: The schedule type of the campaign.
Campaign shopping ads type: The type of the GMV Max Campaign.
Shop ID: The ID of the TikTok Shop.
Shop name: The name of the TikTok Shop.
Metrics
Total cost: The estimated total amount of money you've spent on your campaign, ad group or ad during its schedule.
Cost per order: The average cost incurred for each TikTok Shop order, that is attributed to your GMV Max campaign.
Gross revenue: The total gross revenue of TikTok Shop orders attributed to your GMV Max campaign.
Net cost: The amount of money you've spent on your GMV Max campaign, excluding ad credit or coupons used.
Orders: The number of completed TikTok Shop orders attributed to your GMV Max campaign.
ROI: The total return on investment (ROI) from all TikTok Shop orders attributed to your GMV Max campaign.
Reservation report
Use the Reservation report for guaranteed (reservation) ad inventory.
Dimensions
Campaign ID
Campaign name
Adgroup ID: Campaign, Ad group and Campaign, Ad group, Ad levels.
Adgroup name: Campaign, Ad group and Campaign, Ad group, Ad levels.
Ad ID: Campaign, Ad group, Ad level.
Ad name: Campaign, Ad group, Ad level.
Metrics
2-Second Video Views: The number of times your video played for at least 2 seconds. Replays will not be counted.
6-Second Video Views: The number of times your video played for at least 6 seconds, or completely played. Replays will not be counted.
Click through rate (CTR destination): The percentage of times people saw your ad and performed a click (destination).
Clicks (Destination): The number of clicks on your ads that led to advertiser-specified destinations.
Conversion rate: The percentage of results you received out of all the clicks of your ads.
Cost per action (CPA): The average amount of money you've spent on a conversion.
Cost per click (CPC destination): The average amount of money you've spent on a click (destination).
Cost per mille (CPM): The average amount of money you've spent per thousand impressions.
Impressions: The number of times your ads were on screen.
Real time conversion rate: The percentage of results you received out of all the clicks of your ads. (The total count is based on when the conversion actually happened.)
Video Average Watch Time Per Person: The average time your video was played per person, including any time spent replaying the video. This metric is estimated.
Video Average Watch Time Per Video View: The average time your video was played per single video view, including any time spent replaying the video.
Video Views: The number of times your video starts to play. Replays will not be counted.
Video Views at 25%: The number of times your video was played at 25% of its length. Replays will not be counted.
Video Views at 50%: The number of times your video was played at 50% of its length. Replays will not be counted.
Video Views at 75%: The number of times your video was played at 75% of its length. Replays will not be counted.
Video Views at 100%: The number of times your video was played at 100% of its length. Replays will not be counted.
Total cost: Campaign and Campaign, Ad group levels.
Clicks (All): Campaign, Ad group level.
Paid comments: Campaign, Ad group level.
Paid Likes: Campaign, Ad group level.
Paid Shares: Campaign, Ad group level.
Extended Metadata report
The Extended Metadata report isn't available in all workspaces yet. It adds these campaign and ad group settings:
Dimensions
Reservation campaign type
Adgroup brand safety type
Adgroup feed type
Adgroup budget mode
Adgroup bid display mode
Adgroup schedule type
Adgroup RF purchased type: Billing method of Reach & Frequency ad groups.
Adgroup age groups: The age groups of the adgroup.
Adgroup category ID: The category ID of the adgroup.
Adgroup delivery mode: The strategy for sequencing and scheduling your ad delivery in a Reach & Frequency ad group.
Adgroup app profile page state: Indicates whether the adgroup is using app profile page.
Adgroup billing event: Billing event.
Adgroup CPV video duration: Optimized video playback duration.
Metrics
Adgroup bid price: The bid price of the adgroup.
Adgroup purchased impression: Impressions to be purchased.
Adgroup frequency schedule: Frequency_schedule, together with frequency, controls how often people see your ad.
Adgroup RF estimated CPR: The estimated cost per mile reach.
Adgroup RF estimated frequency: The estimated show frequency.
Adgroup purchased reach: Purchased user reach.
API documentation
For full field definitions and updates, see the TikTok Marketing API documentation.
Change history
Video ID now includes TikTok post IDs
From 28 Oct, 2026, Video ID holds the TikTok post ID for Spark and Smart+ ads without an Asset Library video when Creative video URLs is selected. These rows used to be empty. The post ID matches the TikTok Organic video ID, so you can join paid ads to organic posts. A new download is needed for existing data sources.
Added Video file name
From 10 Sep, 2026, Video file name is available in the Basic report at Ad level when you select Creative video URLs.
Campaign automation type added to more reports
From 31 Jul, 2026, Campaign automation type is available in the Basic, Reach and frequency and Audience reports.
Added creative preview fields
From 30 Jun, 2026, Creative preview and Creative preview link are available in the Basic report at Ad level when you select Creative video URLs.
Added loan app event metrics
From 23 Jun, 2026, Total Loan Apply, Total Loan Credit and Total Loan Disbursement are available in the Basic report.
Added the Custom Events report
From 13 May, 2026, you can connect the Custom Events report for custom events that you define.