TikTok Likes: Ad Engagement Metric

Total likes on your ad. Likes are a basic positive engagement signal.

Formula

TikTok Likes = SUM ( Likes )

|| Metadata | | ||---|---| || Type | Number | || Data Source | TikTok Ads | || Aggregation | Sum |

Example

Your summer collection campaign received 12,847 likes across all ad groups in June.

Campaign	Likes	Impressions	Like Rate
Summer Sale	8,234	425,000	1.94%
New Arrivals	4,613	312,000	1.48%

How It Works

TikTok counts each time a viewer taps the like (heart) button on your ad. One user can only like an ad once, making likes a unique engagement signal. Likes are aggregated at the campaign, ad group, or ad level.

When to Use

Scenario	Action
Comparing creative performance	Higher likes indicate more resonant content
Benchmarking engagement	Compare like rates across ad sets
Identifying viral potential	Ads with high likes may spread organically
Evaluating brand sentiment	Likes signal positive audience reception

Metric	Relationship
TikTok Engagements	Total of all engagement types (includes likes)
TikTok Comments	Deeper engagement signal than likes
TikTok Shares	Highest engagement signal; extends organic reach

See all TikTok Engagement metrics →

TikTok Engagement Rate TikTok Comments

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​Formula

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Example

How It Works

When to Use

Related Metrics