TikTok Leads counts the number of lead events TikTok attributes to your ads, including form submissions and equivalent lead actions.
TikTok Leads = COUNT ( TikTok-Attributed Lead Events )
| 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 |
