TikTok Paid Performance Report

The TikTok Paid Performance Report allows you to track the success of your TikTok advertising by integrating ad-specific data available from TikTok Ads Manager within Sprout. The report contains four tabs: Overview, Ad Accounts, Campaigns, and Ads. 

This article contains the following sections:

• Getting started
• Overview tab
• Ad Accounts tab
• Campaigns tab
• Ads tab

Getting started

If you have not already done so, ensure you have connected your TikTok Ad Account using the steps available here: How do I connect my TikTok profile to Sprout?

To configure the report:

1. Set your date range at the top of the report.

2. Click to open the Ad Accounts & Campaigns dropdown.
   
3. Click Select Campaigns. The Filter by Campaign popup appears.
4. Select the Ad Accounts you want to view campaigns for. The Campaigns populate on the right-hand side of the popup.
5. Select the campaigns you want to include in the report. You can also search for campaigns by name in the search bar.

6. Click Load Campaigns. Your campaign data is loaded into the report for analysis. 

Click Share at the top of the report to create a shareable link, download a CSV or PDF copy, send a PDF copy to a stakeholder or manage a scheduled delivery of the report. 

Overview tab

From the Overview tab you can see a summary of your paid performance, impressions, engagements, web conversions, video views and a break down of key performance metrics. 

Paid Performance Summary

This section summarizes performance for selected campaigns at a high level.

• Total Spend: The amount spent on the selected campaigns. The number displayed reflects native currency.
• Impressions: The number of times ads from the selected campaigns were displayed to a user during the selected time period.
• CPM: The Cost per Impression or average cost per 1000 impressions across selected campaigns.
• Engagements: The total number of times users liked, shared, commented on or clicked an ad, including other engagements like follows and profile visits.
• CPE: The Cost per Engagement or average cost for a single engagement across selected campaigns.
• Clicks: The number of times users clicked on your ads across selected campaigns.
• CPC: The Cost per Click or average cost for a single click across selected campaigns.
• Web Conversions: The number of events or conversions attributed to your ads.
• CPCon: The Cost per Conversion or average cost for a single conversion across selected campaigns.
• Video Views: The number of times users viewed your ads, based on the number of times your video started playing, excluding replays.
• CPV: Cost per Video View or average cost for a single video view across selected campaigns.

Paid Impressions

This section visualizes trends data for campaign impressions and spend over time.

• Total Impressions: The number of times ads from the selected campaigns were displayed to a user during the selected time period.
• CPM: The Cost per Impression or average cost per 1000 impressions across selected campaigns.
• Average Daily Impressions: The average number of times ads from the selected campaigns were displayed to a user, per day and per campaign.
• Frequency: The average number of times each unique user saw your ads, across selected campaigns.

Paid Engagement

This section visualizes trends data for both campaign engagement and spend over time.

• Total Engagements: The total number of times users liked, shared, commented on or clicked an ad, including other engagements like follows and profile visits.
• Likes: The number of likes on your ads across selected campaigns.
• Comments: The number of times users commented on your ads across selected campaigns.
• Shares: The number of times users shared your ads across selected campaigns.
• Other Engagement: The number of times users engaged with your ads outside of likes, shares, and comments. This includes follows and profile visits.
• CPE: The Cost per Engagement or average cost for a single engagement across selected campaigns.
• Engagement Rate (per Impression): The number of times users engaged with your ads as a percentage of impressions. This indicates how engaged people are with your brand.
• Average Daily Engagements: The average number of engagements each day across selected campaigns.
   

The first text callout in the Overview appears under the Engagement chart. This callout presents the most engaging campaign among the ones you selected. If only one campaign is selected, the number of impressions per engagement appears.

Paid Web Conversions

This section visualizes trends data for conversions and spend over time.

• Web Conversions: The number of events or conversions attributed to your ads.
  • CTA Conversions: The number of conversions from users who clicked your ads, measured within TikTok's default 7-day click attribution window.
  • CTA Purchases: The number of purchases completed by users who clicked your ads.
  • CTA Registrations: The number of registrations completed by users who clicked your ads.
  • VTA Conversions: The number of conversions from users who saw your ads without clicking, measured within TikTok's default 1-day view attribution window.
  • VTA Purchases: The number of purchases from users who saw your ads without clicking.
  • VTA App Installs: The number of app installs from users who saw your ads without clicking.
  • VTA Complete Payments: The number of completed payments from users who saw your ads without clicking.
  • App Installs: The number of times app installs were attributed to your ads.
  • Registrations: The number of registrations attributed to your ads.
  • Purchases: The number of purchases attributed to your ads.
  • Content Views: The number of content view events attributed to your ads.
  • Adds to Wish List: The number of wishlist additions attributed to your ads.
• CPCon: The Cost per Conversion or average cost for a single conversion across selected campaigns.
• Conversion Rate: The percentage of conversions achieved perclick.

Paid Video Views

This section helps you visualize trends for both video views and spend over time.

Video Views: The number of times users viewed your ads, based on the number of times your video started playing, excluding replays.
CPV: The Cost per Video View or average cost for a single video view across selected campaigns.
Average Daily Video Views: The average number of times users viewed your ads, based on the number of times your video started playing, excluding replays.
Average Video Time Watched: The average time users spent watching your video per single view, including replays.

Ad Accounts tab

The Ad Accounts tab provides the performance of your Ad Accounts during the reporting period you selected.

Campaigns tab

This view shows you a table based on your selected campaigns. You can sort metrics by clicking the top column and quickly find the best performing campaigns.

If a promoted post isn’t added to a campaign, it appears in this view as its own campaign and can be evaluated.

Ads tab

This view shows you a table with the individual Ad performance. You can sort metrics by clicking the top column and quickly find the best performing ads!

Filtering Deleted Ads

By default, the Ads tab includes ads that have been deleted from your TikTok Ads Manager. To focus on active ads only, open the filter menu and toggle off deleted ads.

This is useful when comparing performance across periods. Deleted ads can inflate historical totals and make period-over-period comparisons harder to interpret.

TikTok Paid Reporting FAQs

Why doesn't TikTok data appear in my Cross Network Paid report?
Make sure a TikTok Ad Account is connected to the same Sprout Group. Data will not appear until the Ad Account connection is established.

Why are some TikTok metrics not in the Cross Network Paid Performance report?
The Cross Network report surfaces metrics that have multi-network equivalents. TikTok-exclusive metrics like 2-second/6-second views, view-through attribution, and most in-app events don't have direct comparison on other networks, and as such, they aren't included in the Cross Network report at this time.

How far back does TikTok Ads data go? 
TikTok Ads data can be backfilled from January 1, 2026 forward. This data refreshes once daily and will not reflect realtime changes occurring natively. 

Can I filter TikTok paid vs. organic data in the same view? 
Due to network limitations, this is not available at this time. Currently, there is not a reliable common field between a TikTok Ad Account and the corresponding TikTok profile, so we are not able to join paid and organic data or break this down in a single report. 

Why is CPE/CPV not returned directly from TikTok's API?
TikTok doesn't provide native CPE or CPV metrics. Sprout calculates both: CPE = Spend/Engagements, CPV = Spend/Video Views.

What counts as an Engagement on TikTok ads?
Likes + Comments + Shares + Follows + Profile Visits. Follows and Profile Visits are bucketed as “Other Engagement” and can be found individually in certainTikTok-specific reporting widgets in Sprout.