What is a common metric used to measure engagement on TikTok ads?

Click-through rate is a key metric used to measure engagement on TikTok ads because it quantifies the percentage of viewers who click on the ad after seeing it. This statistic provides insight into how compelling and relevant the ad content is to the audience. A high click-through rate indicates that the ad resonates well with users, prompting them to take action, which is a critical aspect of engagement beyond simple views or impressions.

In contrast, impressions represent the number of times the ad is displayed, but do not indicate interaction. Sales volume measures actual sales generated from the ads, which is an outcome metric rather than a direct measure of user engagement. The share rate, while it does reflect user engagement, typically focuses on the action of users sharing the content rather than clicking through, which is a more targeted measure of how effectively the ad drives interaction with the brand or offered product. Therefore, click-through rate is a more comprehensive and direct measure of engagement in the context of TikTok ads.