Analyse TikTok ads in TikTok Ads Manager under Analytics, then Custom reports. Group results by campaign, ad group, ad or placement, add metrics such as CPM, CPC, CTR and CVR, and check them against your MMP.
Build a custom report
- Open Analytics at the top of TikTok Ads Manager and click Custom reports.
- Start a blank report with Create report, or pick one of TikTok’s templates.
- Dimensions, such as campaigns, ad groups, ads and placements, appear as rows.
- Metrics, such as CPM, CPC, CTR and CVR, appear as columns.
- Choose a preset or custom date range, and switch to a trend line to see changes over time.
- Export the report, or schedule it to arrive by email.
Check the attribution window
The attribution window decides which conversions TikTok counts in Ads Manager. TikTok says this setting does not change your mobile measurement partner (MMP) reporting, and recommends keeping both aligned to reduce discrepancies.
In practice
For apps and games, read TikTok in two layers. Use Ads Manager to compare creatives on CTR, conversion rate and cost per install, since creative fatigue shows there first. Use your MMP for cohort revenue, retention and payback, and make budget decisions from those numbers, not from platform-reported conversions alone.
See how we report on TikTok for apps on our TikTok ads agency page.
Sources checked 4 October 2026
Related TikTok questions
- What makes a good TikTok ad?
- How long should a TikTok ad be?
- How do you make a TikTok video go viral?
- Can you tell if a TikTok is promoted?