Beyond TikTok’s Tools: Smarter Audiences and Attribution With OnSpot

TikTok is exploding as an ad channel, but its analytics and attribution tools lag behind the opportunity. That gap leaves marketers overspending on broad audiences and missing real-world results. OnSpot fills the gap with cookieless targeting and attribution that connect TikTok ads to actual visits and sales. Here are the top trends for TikTok in 2024, and how OnSpot Data helps you turn them into results.

Top TikTok Advertising Trends to Watch in 2024

TikTok has emerged as one of the most popular social channels in the last few years. According to research done by Capital One, 43.8% of TikTok users in the U.S. made at least one purchase on TikTok in 2024 (up 27.3% from 2023) Here are a few reasons why you should be incorporating TikTok into your paid media strategy.

1. TikTok’s Growing Native Audience 

Although this channel has received a lot of attention from the media about much younger users, 75% of TikTok users are between the ages of 18-34. These users are also more receptive to engage and make purchase decisions based on content they’ve seen in the app. Marketers can take advantage of this by creating video content that fits their brand in a relatively easy manner, and can quickly gain popularity if executed properly. While traditional social channels like Facebook and Instagram typically show you content from people and pages you already follow, TikTok shows you content from creators you may have never seen before.

Since TikTok users are typically younger, they have different expectations when it comes to advertising. The platform’s user base appreciates authenticity, creativity, and non-intrusive ad experiences. Advertisers need to understand the platform’s culture and create content that resonates with the target audience while avoiding overly salesy or disruptive ads.

Tap Into Behavioral Insights with OnSpot

Make the most of your ad spend on TikTok by incorporating the precision audience targeting offered by OnSpot. Tailor your audience based on real-world & online visit behavior + demographic characteristics to align with the customer persona that is engaging on TikTok. Additionally, turn your existing data including CRM lists, store locations, competitor locations, customer addresses, and IP addresses into an audience that can be activated on TikTok, overcoming some of the existing limitations of their Ads Manager audience tools.

Improving your audience segmentation in addition to creating engaging and relevant content will allow you to effectively message to an audience that is ready to convert and support your business.

2. Record-Breaking Consumer Spending on TikTok

In 2023, TikTok became the first non-gaming app to reach $10 Billion in consumer spending. Consumer spending in 2023 alone grew 61%, or $3.8 Billion. Given the time, attention, and money users are giving to the app and content creators, this is a compelling reason for brands to create low-cost content and quickly earn impressions to generate conversions and sales.

OnSpot Analytics for Smarter Segmentation

Our suite of Analytics tools give you the ability to understand your audience on a deeper level, including location visit behavior, demographic characteristics, interests, and more. These insights allow you to improve your audience targeting tactics, and reach them where they are spending time online. Audiences created in OnSpot can be utilized as custom segments in the TikTok advertising platform, and results can be generated through attribution reporting just like any other digital campaign. As TikTok continues to grow, creating a presence for your brand on this channel is becoming more important.

3. TikTok Attribution and Conversion Windows

The TikTok advertising platform has come out with attribution measurement tools that take into consideration the varying conversion windows that brands consider attributable to their campaign. However, you must be utilizing the TikTok Pixel or Web Events API in order to access these attribution features.

The attribution tools work best when your campaign is driving in-app or online purchases, and by default, the conversion window is 7 days after the ad was clicked, or 1 day after the ad was viewed. This can be customized to 1, 7, 14, or 28 days for clickthrough attribution or 1, or 7 days for viewthrough attribution. However, attributing real-world purchases at a retail location or on your website back to your ad campaign is challenging with the existing TikTok attribution tools.

Connect TikTok Ads to Real-World Results with OnSpot

Attribution Reporting in the OnSpot platform goes beyond the features provided by TikTok, allowing you to track the success of your campaigns back to both real-world and online visits. Go even further to tie real customer data back to the original target audiences for a granular conversion reporting approach. By analyzing the campaign’s impact in the real world, you can gain insights into the overall success of your TikTok strategy, and how it enhances your other multichannel marketing efforts.

Like other social channels, TikTok regularly updates its advertising platform, introducing new features to address some of these challenges. We recommend consulting their business help resources to stay updated with the latest information.

Grow Your TikTok With OnSpot Data

Utilizing the OnSpot Data platform can enhance your audience targeting, customer analysis, and attribution reporting for your TikTok advertising campaigns. Contact our team today to schedule a demo.