TikTok is joining forces with location data company InMarket to offer the new measurement solution: an attempt to help businesses really measure the actual impact of their TikTok ads on in-store visits.
 
InMarket's conversion tracking process uses a variety of touchpoints to better capture in-store visits.  That will give brands even more information to draw upon when it comes to determining how online promotions lead to in-store sales.

And with this, tracking for InMarket will become a part of the process for TikTok advertisers.

TikTok states:

"A store visit conversion is recorded when a user visits a physical store after exposure to a TikTok ad. This enables advertisers to know whether their particular campaign is causing incremental visitations post exposure by comparing visitation rates of an exposed group to a group of similar control users.".

So, essentially it's conversion lift reporting, but through far more accurate, third-party-verified means, which may add more depth to your reporting and understanding of how your TikTok campaigns are driving real in-store traffic and response.

TikTok Indeed says that brands, which have implemented the new process, are already seeing results:

Of 126 campaigns measured with InMarket, 121 campaigns drove statistically significant lift in the retail and dining categories. For those campaigns measured, TikTok performance came in at 1.2x above the LCI Incremental Lift benchmark.

Of course, TikTok attracts attention, and attention can lead to more interest. The new answer will help solidify the point of just what that actually means-translating to connecting dots on online exposure and in-store action.

For similar reasons, TikTok added a new "Conversion Lift Study" option to serve a similar end - although minus the added layer of InMarket's protection.

So now you have some tools to measure the impact of your TikTok campaigns and enhance in-store performance of your promotions.