Leads from TikTok are fed into SAP. Unfortunately, there's no method to assign those leads to certain TikTok ads.
Once a lead becomes a customer, the connection to any specific TikTok ad will be lost.
The inability to track ad performance means you can't measure TikTok's effectiveness. As a result, multiple ads are running without knowing which generate leads or customers.
Thankfully, an easy method is available to tie every lead to the TikTok campaign, ad group, and ad responsible for it.
Let's break it into steps and proceed from here!
How to capture TikTok ads in SAP
Step 1: Add Leadsources in the head tag of your website
Leadsources is a simple way to monitor lead sources. Once added on your website, it collects up to 7 key pieces of data on each lead.
Sign up to Leadsources.io - it's free.
Insert the Leadsources tracking code into the head tag of your website - follow this guide.
Step 2: Add the UTM parameters to your TikTok ads
Add UTM parameters such as campaign, ad group, and ad to your URL to measure TikTok ads data.
These UTM parameters can be added:
- UTM_medium=paidsocial
- UTM_source=tiktok
- UTM_campaign=campaign-name
- UTM_term=ad-group-name
- UTM_content=ad-name
This is what your URL should look like at the end:
https://www.yoursite.com/?UTM_medium=paidsocial&UTM_source=tiktok&UTM_campaign=campaign-name&UTM_term=ad-group-name&UTM_content=ad-nameRemember, even without UTM parameters, Leadsources captures all essential lead source data, such as channel, landing page, and subfolder, for full tracking.
Step 3: Add the hidden fields in your form
Leadsources captures and places the lead source data directly in the hidden fields of your form.
When a lead submits your form, Leadsources guarantees the hidden fields are filled with TikTok ads data.
For full instructions on adding hidden fields to your form, see the following guide.
Step 4: Capture the TikTok ads data in SAP
When users click your advertisements and land on your site, Leadsources captures the TikTok ads information: campaign, ad group, and ad.
Leadsources automatically populates the hidden fields in your form with TikTok ads information.
Once the form is submitted, you can directly channel TikTok ads information and your leads into SAP by connecting your form to SAP.
How does Leadsources work?
Every time someone reaches your website, Leadsources logs the TikTok ads information.
The hidden fields in your form contain the TikTok ads data. When the form is submitted, this information is forwarded to SAP along with the lead details (name, email, etc.).
Leadsources captures the following data for each visitor:
- Channel
- Source
- Campaign
- Content
- Term
- Landing page
- Landing page subfolder
Leadsources can still track lead source data using the referrer, even without UTM parameters.
There are circumstances where using UTM parameters is not recommended, particularly when traffic is generated organically:
- Google Search
- Instagram bio link
- Social media posts
- Etc.
In these situations, many lead source tracking tools are unable to effectively identify lead sources due to their reliance solely on UTM parameters. Nonetheless, Leadsources gathers specific lead source information, regardless of UTM parameters:
- Channel
- Source
- Landing page
- Landing page subfolder
Therefore, Leadsources offers wide-ranging lead data tracking across every channel, which distinguishes it from several other lead tracking systems:
- Organic Search
- Paid Search
- Organic Social
- Paid Social
- Referral
- Affiliate
- Display Advertising
- Direct Traffic
In addition, Leadsources automatically separates your traffic by channel, resulting in a clear dataset for your review.
To summarize, Leadsources operates as a credible and proficient platform that consolidates detailed lead source data from all channels into a unified place.
Performance reports: Lead, sales, and revenue by source
Monitoring TikTok ads data in SAP allows you to create a numerous of performance reports, including:
- Leads, sales, and revenue by channel
- Leads, sales, and revenue by source
- Leads, sales, and revenue by campaign (aka. Tiktok campaign)
- Leads, sales, and revenue by term (aka. Tiktok ad group)
- Leads, sales, and revenue by content (aka. TikTok ad)
- Leads, sales, and revenue by landing page
- Leads, sales, and revenue by landing page subfolder
As a result, this allows you to adjust your TikTok budget in accordance with the campaign, ad group, and ad that drive leads, sales, and revenue.
Let’s consider the different types of lead performance reports that can be constructed from this information.
1. Lead source reports
Develop performance reports that detail the leads gathered from:
- Channel
- Source
- Campaign
- Term (aka. TikTok ad group)
- Content (aka. TikTok ad)
- Landing page
- Landing page subfolder
Example #1: Leads by channel
This report is valuable for determining which channel yields the best lead generation results.
Example #2: Leads by TikTok campaign
Now, you can analyze a specific lead source (such as TikTok) and evaluate the leads generated by each of its individual campaigns.
Example #3: Leads by TikTok ad
Once you identify the TikTok campaign generating the highest volume of leads, you can examine the ad group or ad that enhances that generation.
2. Sales and revenue source reports
We now recognize the TikTok campaign, ad group, and ad that are generating our leads. But do these leads effectively translate into higher sales and revenue?
It’s vital to establish which leads convert into customers. By integrating your leads with a CRM such as SAP, you can monitor sales and revenue derived from various channels, sources, TikTok campaigns, ad groups, ads, landing pages, and more.
This allows for a strategic adjustment of your TikTok ads focus towards the channels, sources, campaigns, ad groups, and ads that yield the best sales and revenue performance.
Also, this enables the creation of various types of sales and revenue reports, such as:
- Sales and revenue by source
- Sales and revenue by campaign
- Sales and revenue by term (aka. TikTok ad group)
- Sales and revenue by content (aka. TikTok ad)
- Sales and revenue by landing page
- Sales and revenue by landing page subfolder
Let's examine the following example:
| Channels | Search Paid | Social Paid |
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average order value | $150 | $100 |
| Revenue | $750 | $600 |
After activating ads on both Google and TikTok, the initial "Leads by Channel" report confirmed that Social Paid ads on TikTok surpassed Search Paid ads in lead acquisition.
However, upon examining the sales and revenue statistics extracted from your CRM, you identified that the Search Paid channel yielded more revenue with fewer leads compared to the Social Paid channel. Thus, you decided to enhance the budget for the Search Paid channel.
