In the world of TikTok, connections are built across a diverse set of communities through a shared language of videos. The experiences on TikTok are immersive, entertaining, and authentic. The platform is powered by ads, with which users interact in myriad ways, sometimes clicking on ads and links and buying immediately or at times saving ads or submitting leads after a few days.

For advertisers looking to unlock growth by spending marketing dollars on TikTok, it’s imperative to understand more about these different user journeys and touchpoints to better optimize campaign performance through improved ROAS and achieve incremental growth on the platform. But not all advertisers would have the required skill set or the technical bandwidth to develop such capabilities.