TikTok’s looking to provide ad partners with more data on customer acquisition, via new partnerships with post-purchase survey providers KnoCommerce and Fairing, which will give brands more ways to glean insight into customer journeys.

The new offering will enable brands to gather direct input from TikTok users, based on their promotional and customer experience efforts, via in-app surveys that will prompt previous customers for response.

As explained by TikTok:

"Traditional attribution models have always struggled with an inherent flaw: they often fail to capture the full consumer journey, generally focusing on the last touchpoint before a purchase is made. To provide a more complete view of where customers are coming from, TikTok has partnered with top post-purchase survey providers KnoCommerce and Fairing to empower marketers with an additional layer of data to level up their online advertising strategy."

Both providers have well-set processes and systems to maximize consumer response, which can be beneficial for deriving further insight from your TikTok campaigns.

And also the data from both is integrated into most of the CRM systems, this allows you to plug these insights directly into your system, helping you streamline your whole process of collecting data and analytics.

Insights from surveys can complement your UTM data and enhance your multi-touch attribution (MTA) and media mix models (MMM) to create a clear picture of your customers' journeys, so that you can make informed decisions about ad spend and marketing strategy. By asking customers directly 'Where did you first hear about us? ', you gain a more comprehensive understanding of what influenced their decision.".

That way, you don't just count clicks, but use actual user responses to better understand the journey of your customers ".

It's a handy update that could assist you in improving your data collection process and gather even more data around TikTok-specific performance and what TikTok users are looking for from your promotions.

TikTok's also hoping to generate more interest in the product, especially as it is offering ad credits for brands that sign up to the post-purchase survey program before the end of the year.

In the changing world of data insight, where multiple alterations are being added to the laws regarding data collection, getting more specific information about consumer response is worth a lot more, and through accessing the expertise of these providers, that could make a huge difference in gathering more actionable and valuable information from your efforts. Worth considering in your efforts.