TikTok Ads

TikTok Ads sells attention before it sells clicks. A video can be watched, remembered and acted on days later, from a different device, through a search.

That delay is the whole measurement problem: the platform sees the view, your store sees the order, and nothing joins them.

TikTok reports spend and delivery through its Marketing API against campaigns, ad groups and ads, alongside video metrics — views, watch time, completion — that have no equivalent on search platforms. Its own attribution leans on click and view windows, which means it counts conversions other platforms also count, and misses the ones where the purchase happened later through another route entirely.

Upstack pulls the cost and engagement data in and joins it to resolved orders through the ttclid and the device graph, so a purchase that happened days later on another device still lands against the video that caused it. For a channel routinely under-reported by last-click and over-reported by its own view-through window, having both numbers computed from your own orders is the difference between scaling it and killing it.