TikTok Purchases counts the total number of purchase conversions attributed to your TikTok ad campaigns.
TikTok Purchases = COUNT ( TikTok-Attributed Purchase Events )
| Metric | Definition |
|---|
| TikTok-Attributed Purchase Events | Purchase conversions tracked by the TikTok pixel and attributed to TikTok ad clicks or views |
| Metadata | |
|---|
| Type | Number |
| Data Source | TikTok Ads |
| Aggregation | Count |
Example
Your TikTok campaigns generated 847 purchases last month across all ad groups.
| Campaign | TikTok Purchases | TikTok Spend | Cost per Purchase |
|---|
| Summer Sale | 412 | $8,240 | $20.00 |
| New Arrivals | 289 | $7,225 | $25.00 |
| Retargeting | 146 | $2,190 | $15.00 |
| Total | 847 | $17,655 | $20.84 |
How It Works
TikTok Purchases counts each purchase event that TikTok attributes to your ad campaigns. Attribution includes both click-through conversions (user clicked an ad before purchasing) and view-through conversions (user saw an ad before purchasing). The attribution window is configurable in your TikTok Ads Manager settings.
When to Use
| Scenario | Action |
|---|
| Measuring campaign effectiveness | Compare purchases across campaigns to identify top performers |
| Calculating cost per acquisition | Divide TikTok Spend by TikTok Purchases for CPA |
| Evaluating creative performance | Track which ad creatives drive the most purchases |
| Budget allocation | Shift spend toward campaigns generating more purchases |
| Metric | Relationship |
|---|
| TikTok Spend | Total cost of TikTok campaigns generating these purchases |
| TikTok ROAS | Return on ad spend calculated from purchase revenue |
| TikTok CPA | Cost per purchase acquisition |
