TikTok Collaborates with InMarket to Assess the Real-World Effects of Advertising Campaigns Using Lift Conversion Index (LCI)

On September 30, 2024, InMarket, a leader in real-time marketing and measurement, announced a strategic partnership with TikTok to assess the real-world impact of advertising campaigns, including store visits and sales increases. Utilizing InMarket’s Lift Conversion Index (LCI), TikTok advertisers can gain valuable insights to enhance campaign effectiveness and maximize return on ad spend (ROAS) on the platform.

InMarket’s LCI measurement platform allows advertisers to evaluate campaign performance across various dimensions, including creative, offer, and media. Coupled with InMarket’s award-winning closed-loop reporting, LCI enables advertisers to adopt a data-driven approach to understand how their TikTok ads influence incremental visits and sales.

During the pilot program, TikTok’s performance was 1.2 times higher than InMarket’s LCI Incremental Lift benchmark. These impressive results stem from the combination of InMarket’s industry-leading attribution solution and TikTok’s expansive reach, resulting in improved media efficiency and increased ROAS, allowing advertisers to maximize their advertising spend. Notably, of the 126 campaigns executed during the pilot, 96% resulted in Incremental Lift within the retail and dining sectors.

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“TikTok offers an incredibly powerful platform for brands aiming to connect with a global audience through innovative and creative advertising campaigns. With InMarket’s LCI, TikTok advertisers can optimize their campaign effectiveness and achieve tangible business outcomes,” said Todd Morris, CEO of InMarket. “After the success of the pilot program, we are excited to expand our partnership, making our award-winning measurement solution available to all TikTok advertisers.”

“InMarket stands at the forefront of connecting brands with consumers in the real world through advanced attribution solutions, and LCI is a gold standard in the industry,” remarked Casey Hamlyn, Head of Measurement in North America for TikTok. “LCI provides our advertisers with crucial insights into the effectiveness of their campaigns in driving real-world actions. This data-driven methodology empowers brands to optimize their advertising strategies and tailor their messaging to engage target audiences more effectively, driving their success on TikTok.”

LCI continues to lead the development of solutions that link advertising impressions to transactional data, driving ROAS. InMarket’s LCI was the first solution to offer multi-touch attribution and has been granted multiple patents for its lift methodology. The innovative technology has also received numerous accolades, including the 2023 Sales & Marketing Technology Award and a MarTech Breakthrough Award for Best Advertising Measurement Platform.