With the search for new optimizations in performance, changing data flow that is now becoming much more restrictive than before and other changes within measurement, new forms of tracking replace traditional last-click models, among other processes that aren't very accurate.

With the consumer now following vastly different purchase journeys, media mix modeling is the bigger focus in that regard, offering more inputs and tracking parameters to be able to connect the dots, and showing exactly how your media spend is driving sales results.

With this in mind, TikTok has been working to establish better processes to facilitate MMM within its advertising flows and better enable marketers to make smarter decisions on their spend in the app.

To give an idea of how this works, TikTok recently collaborated with Nielsen to conduct a study on MMM for the key CPG advertisers in Saudia Arabia, UAE and Egypt. The report incorporates more than 5.2 Billion impressions across 95+ campaigns that give Nielsen a broad scope of insights to work with in measuring the effectiveness of MMM within TikTok campaigns.

Below is an overview from TikTok that demonstrates how using an app with a multi-pronged approach can drive better results.

If you want to learn more about media mix modeling on TikTok, check out this post.