TikTok, one of the most popular and dynamic social platforms, continues to innovate the world of digital advertising. With over one billion monthly active users, it is one of the preferred destinations for companies to reach a wide and diverse audience. To better support brands in managing advertising campaigns and improving return on investment (ROI), TikTok has recently introduced two new advanced solutions: Smart+ and Conversion Lift Studies (CLS). In addition to these features, TikTok is also exploring the possibility of integrating its offerings with third-party providers and open source platforms, opening up new horizons for companies wishing to maximise the performance of their campaigns.
Smart+: Real-Time Automation and Optimization
Smart+ is a solution that uses artificial intelligence and machine learning to optimise advertising campaigns in real time. This advanced functionality allows companies to automate advertising budget management, letting the system decide how to allocate resources efficiently. Using machine learning algorithms, Smart+ analyses user behaviour on the platform, identifies the most receptive audience segments and adapts ad distribution for maximum impact.
A strength of Smart+ is its ability to learn from real-time data, making each campaign smarter and more responsive. Instead of relying on traditional metrics such as age and geographic location, Smart+ evaluates how users interact with content, what types of video they prefer, and which ads are most successful. In this way, ads are continuously optimised to be shown to users most likely to convert.
This automation significantly reduces the workload for marketing teams, who no longer have to manually monitor and adjust campaigns. TikTok's artificial intelligence does everything in the background, offering more efficient budget management and better results, especially for small and medium-sized companies without large resources.
Conversion Lift Studies (CLS): Advertising Yield Measurement
The second new feature introduced by TikTok is Conversion Lift Studies (CLS), a tool designed to provide a more precise measurement of the impact of advertising campaigns. While advertisers can already track metrics such as clicks and impressions, CLS allows them to go further by directly measuring conversions and offering a clearer view of how a campaign affects actual business results, such as sales, sign-ups or downloads.
With CLS, companies can conduct conversion lift studies, i.e. experiments that compare the behaviour of groups exposed to advertising with that of control groups that did not see the ads. This allows them to isolate the specific effect of the campaign and determine precisely what the direct contribution of advertisements to conversions is.
The real value of CLS lies in its ability to optimize future campaigns based on hard data. Advertisers can test different creative, formats and messages, getting detailed feedback on what works best. This data-driven approach allows advertising strategies to be refined in a way that maximises ROI and minimises budget waste.
Integration with Third Party Providers and Open Source Solutions
Another area in which TikTok is making significant progress is integration with third-party providers and open source platforms. Companies of all sizes often use a variety of tools for managing and analysing their advertising campaigns, ranging from customer relationship management (CRM) software to advanced analytics platforms.
TikTok is making it easier for advertisers to combine campaign data on TikTok with data from other sources, thanks to the availability of APIs (Application Programming Interfaces) and other connecting technologies. This means that brands can integrate their TikTok campaign performance data with third-party analysis tools, such as Google Analytics or business intelligence software. This integration not only improves data consistency, but also allows companies to gain a complete view of their marketing activities across multiple channels.
In addition, TikTok is exploring opportunities with open source platforms. Open source solutions, such as Apache Kafka or Hadoop, allow companies to manage and analyse large volumes of data in a more customised way. This flexibility is particularly attractive for more technically advanced companies that wish to build customised tools to process TikTok's data in greater depth.
Conclusion
TikTok continues to evolve as one of the leading advertising platforms, offering increasingly advanced solutions for optimising campaigns and accurately measuring their impact. With Smart+ and Conversion Lift Studies (CLS), companies can improve efficiency and achieve concrete results, while integration with third-party providers and open source platforms opens up new possibilities for more flexible and comprehensive data management. These innovations make TikTok an increasingly powerful ally in the digital advertising landscape.
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