TikTok Ads experts

TikTok is a discovery feed, not a search engine. People do not look for a product there, they run into it. It is the platform that generates demand upstream, for a category, a brand or a use, and that demand then shows up in your brand queries on Google, your direct traffic and your in-store sales. A TikTok campaign judged on its attributed conversions alone often looks expensive; judged on what it moves elsewhere, it changes face.

The algorithm distributes what holds attention in the first seconds, and tires of it fast. The limiting factor of a TikTok account is almost always production cadence, not budget or targeting. Spark Ads, which sponsor an organic video with its views and comments, and the Symphony tools, which adapt an angle into variations, serve that rhythm. They do not find the angle: it comes from your customers, their words, their objections. We produce with our studio or with your creators, and we read performance by hook.

View-through attribution, even on one day, credits TikTok with conversions other channels would have won; click-only attribution deprives it of the discovery effect that makes its value. No window settles it. What settles it is a test that compares exposed areas or periods with unexposed ones, geo-lift or Causal Impact, framed before launch. And for the algorithm to optimise on real data, the Events API must send it the conversions the browser loses, with their value: without that signal, Smart+ learns fast, but on half of reality.