Total likes on your ad. Likes are a basic positive engagement signal.
TikTok Likes = SUM ( Likes )
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 |
