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Andre Kempe,


Admiral Media,

May 29, 2023

TikTok Ads Manager Updates: New Lead Generation Solutions

TikTok’s Ads Manager has recently introduced BIG updates aimed at enhancing lead generation processes and the user experience for businesses and advertisers.

Understanding TikTok’s New Lead Generation Features

The recent enhancements include two types of lead generation solutions: Native Lead Generation and Website Lead Generation.

Leveraging TikTok’s Native Form Lead Generation

Native Form Lead Generation utilizes TikTok’s in-app instant form for effective lead capturing and management. This tool is particularly beneficial for advertisers without an existing website lead form or those seeking to establish a more integrated experience for potential customers on TikTok. This native lead gen form allows advertisers:

  • Decrease user friction
  • Build a customer/email lists
  • Instant lead capture
  • Real-time CRM sync
  • Surveys with <10 questions

TikTok’s Website Lead Generation Solution

The Website Lead Generation solution is tailored for businesses that have an existing website lead form. With this feature, TikTok’s Lead Generation solutions simplify the process of guiding potential leads to that page. This approach might be favored by businesses aiming to:

  • Boosting traffic to your site
  • Qualifying leads via your site
  • More detailed qualifying info/questions (i.e., age, credit score)

How TikTok’s Lead Generation Updates Impact Existing Campaigns

These updates will not disrupt existing campaigns on TikTok. However, it’s important to note that copies will be deactivated for ad groups with form submission as the optimization event. This change is part of TikTok’s initiative to streamline the lead generation process and enrich the overall user experience.

Understanding the Rationale Behind TikTok’s Lead Generation Changes

The modifications were implemented with the aim of making the advertising process more accessible and manageable.


The introduction of the “Lead Generation” objective simplifies the process for advertisers. Regardless of whether they’re using the Native Lead Generation or Website Lead Generation method, the objective of capturing leads and generating interest remains the same, making the process more straightforward.


All campaigns with Lead Generation (LG) purposes will now be grouped under the same “Lead Generation” objective. This unifying strategy simplifies the management of campaigns and reports for advertisers, enabling them to focus more on the campaigns and less on navigating through different objectives.

Step-by-Step Guide to Setting Up Your Lead Generation In-App Instant Form on TikTok

To set up Lead Generation with an in-app instant form, you have to follow the next steps at the campaign level:

  1. Select Lead Generation as the Advertising Objective.
  2. Once you have set up the Ad Group, you will be able to select or create an instant form at the Ad level.
  3.  Choose Classic or Advanced, depending on how tailored you’d like your form to be.

Classic: A simple form to collect more user information Advanced: More customizable options to help promote your brand or products See video below for further detail:

Source: TikTok Business Help Center

Tips for creating great TikTok Lead Generation Native Forms

  1. Ensure to upload at least one image that represents your brand, though ideally, you should have two images: your logo and a background visual.
  2. With the Advanced form, there’s an option to utilize a scrollable carousel or a display card, allowing you to feature multiple images.
  3. In your form, provide a link to your privacy policy. This ensures that the collection of any personal information is secure and complies with local regulations.
  4. The advanced form offers a unique feature known as logic settings. This alters the subsequent questions based on the response to the initial question.
  5. Leverage the “Thank You” Call to Action (CTA) links to direct traffic to landing pages that are directly related to the product or service highlighted in your ad, as opposed to your company’s general website or social media page.

To prioritize lead volume over quality:

  • Limit the number of custom questions
  • Restrict the total number of personal questions to ≤3 (i.e., name, phone number, email)
  • Avoid using the review screen before submission

To prioritize lead quality over volume, we suggest:

  • Customizing your survey settings using tailored questions
  • Incorporating a review screen before submission

Guide to Setting Up Your TikTok Lead Generation Campaign with Your Website

In case you don’t have a TikTok Pixel integrated into your website, it’s necessary to create one to establish the web events you want to monitor for lead generation. If you aim to streamline event setup or if you don’t have access to a developer, we suggest utilizing the Event Builder function. Ensure to gather your cookie consents and Automatic Advanced Matching preferences. Unless you choose to opt-out, TikTok will invariably set first-party cookies using Pixel.

TikTok Lead Generation Campaign with Your Website by Admiral Media

For more detailed information on 1st and 3rd party cookies, please refer to TikTok Business Product (Data) Terms.

Navigating the Learning Phase of Your TikTok Lead Generation Campaign

After you’ve set your Lead Generation Campaign in motion, it will commence what we call the Learning Phase. This stage is integral for teaching the system how to pinpoint the most suitable audience for your advertisement. The Learning Phase persists until you’ve achieved more than 20 conversions within a span of five days from the campaign’s activation. During this period, don’t be surprised if there’s some variation in your performance metrics and the cost per lead (CPL). It’s normal for these numbers to ebb and flow. It’s advisable to refrain from making frequent changes during the Learning Phase.

The conclusion with input from our TikTok expert, Kevin Dosanjh

These new features underscore TikTok’s dedication to advancing its platform for advertisers. The new lead generation solutions will surely transform how businesses engage with potential customers, making lead capture and conversion more efficient. When asking our Senior TikTok manager Kevin, he mentions: “These new lead generation updates on TikTok aren’t game-changers – but they are upgrades. I believe in a holistic marketing approach, and therefore, lead generation is something that must not be overlooked. Remember, we are capturing users who are actively saying ‘YES’ to receiving our communications. Lead generation is not just about building an email list – it should be seen as building an asset for the company. Lastly, in my view, TikTok’s commitment to continuously upgrading their features is one of the best aspects of their platform.”  – Kevin Dosanjh, Senior TikTok Manager These updates serve as a call-to-action for all advertisers to harness these new tools for optimized lead generation. The future of digital marketing is here, and it’s time to embrace these changes for a more streamlined and effective marketing journey on TikTok. Source: TikTok Business Help Center

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