TikTok Leads: Track Lead Generation from TikTok Ads

TikTok Leads counts the number of lead events TikTok attributes to your ads, including form submissions and equivalent lead actions.

Formula

TikTok Leads = COUNT ( TikTok-Attributed Lead Events )

Formula Components

Metric	Definition
TikTok-Attributed Lead Events	Lead actions (form submissions, sign-ups) that TikTok attributes to your ads based on click-through and view-through attribution windows

Metadata
Type	Number
Data Source	TikTok Ads
Aggregation	Count

Example

Your skincare brand ran a TikTok lead generation campaign offering a free consultation. In March, you generated 847 leads from your TikTok ads.

Week	Leads	Spend	Cost per Lead
Week 1	189	$1,420	$7.51
Week 2	234	$1,680	$7.18
Week 3	198	$1,520	$7.68
Week 4	226	$1,580	$6.99

How It Works

TikTok tracks when users complete lead actions after engaging with your ads, typically form submissions on your landing page or TikTok’s native Lead Gen Forms. Attribution follows TikTok’s click-through and view-through windows configured in your ad account settings.

When to Use

Scenario	Action
Measuring lead gen campaign performance	Compare lead volume across ad groups and creatives
Evaluating audience quality	Track leads alongside conversion rates to downstream sales
Optimizing for lead volume	Identify which creatives drive the most form submissions
Planning budget allocation	Compare lead efficiency across TikTok vs other platforms

Metric	Relationship
TikTok Cost per Lead	Cost efficiency of lead generation
TikTok Leads Value	Total assigned value of leads generated
TikTok Purchases	Downstream purchase conversions

See all TikTok Conversions metrics →

TikTok Cost/Checkout TikTok Leads Value

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics