Skip to main content
Engagement metrics measure how users interact with your TikTok ads through social actions like follows, likes, comments, and shares. Use these to evaluate brand awareness campaigns and community growth.
Data Source: TikTok Ads
Metrics: 11

​
Metrics in This Group

MetricDescriptionWhen to Use
TikTok FollowsNew followers from adsMeasure community growth
TikTok Cost per FollowCost per new followerEvaluate follower acquisition efficiency
TikTok Profile VisitsProfile page visits from adsMeasure brand interest
TikTok Cost per Profile VisitCost per profile visitEvaluate profile traffic cost
TikTok EngagementsTotal social interactionsMeasure overall engagement
TikTok Cost per EngagementCost per engagementEvaluate engagement efficiency
TikTok Engagement RateEngagements ÷ ImpressionsCompare creative performance
TikTok LikesLikes on adsMeasure positive sentiment
TikTok CommentsComments on adsMeasure conversation
TikTok SharesShares of adsMeasure organic reach

​
How These Metrics Relate

Engagement metrics form a hierarchy of user investment:
  1. TikTok Impressions → Users see your ad
  2. TikTok Engagements → Users interact (like, comment, share)
  3. TikTok Profile Visits → Users visit your profile
  4. TikTok Follows → Users join your community
Calculated metrics:
  • TikTok Engagement Rate = Engagements ÷ Impressions × 100
  • TikTok Cost per Follow = Spend ÷ Follows
  • TikTok Cost per Engagement = Spend ÷ Engagements

​
Choosing the Right Metric

  • Community growth: Use Follows and Cost per Follow for follower campaigns
  • Brand awareness: Use Engagements and Engagement Rate for resonance
  • Organic amplification: Use Shares to measure viral potential
  • Sentiment analysis: Use Likes and Comments for audience feedback