How to Measure UGC ROI Beyond Views and Likes
A few months ago, I was looking at a paid social report for a beauty brand in the US. One creator video had solid view... Read More
TikTok Ads Analytics & ROI
How to Scale TikTok Ads Without Increasing CPA
I’ve seen this happen more than once: a brand finally finds a TikTok ad that works, the team gets excited, budgets go up fast, and... Read More
TikTok Ads vs Meta Ads: Which Platform Delivers Better ROAS
A few months ago, I was looking at two ad accounts for brands selling products in the same general price range. One was a beauty... Read More
How TikTok Retargeting Works After iOS Privacy Changes
A lot of brands had the same rough moment in 2021 and 2022. Their TikTok campaigns were still spending, still pulling clicks, sometimes even pulling... Read More
Why Creative Fatigue Is Killing Your TikTok Ad Performance
I’ve seen this happen more times than most brands want to admit. A team finds one TikTok ad that finally works. CPA drops. Comments are... Read More
Advertising on TikTok Ads: Cost Breakdown for US Businesses
I’ve seen this happen more than once: a US brand finally decides to try TikTok, gets a few videos made, puts some budget behind them,... Read More
The TikTok Metrics That Matter More Than CTR
I’ve lost count of how many times I’ve seen a team celebrate a strong click-through rate on TikTok, only to realize a week later that... Read More
How TikTok’s Conversion Signals Impact Campaign Performance
A few months into a campaign for a mid-priced skincare brand in the U.S., we had a weird split. One ad was getting cheap clicks,... Read More
TikTok ROAS Benchmarks by Industry in 2026
A founder sent me a screenshot a few weeks ago. Their TikTok campaign was sitting at a 1.7x return after seven days, and the team... Read More
TikTok Attribution Problems Every Ecommerce Brand Should Understand
A skincare founder once showed me a dashboard and said, “TikTok isn’t converting.” Same week, her team had three products sell out on Amazon, branded... Read More