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TikTok ads pay off late — and measurement windows keep missing it

EMARKETER’s FAQ shows TikTok’s ad lift often peaks after campaigns end, per Haus incrementality tests, while most CPG marketers still measure with short windows. Brands that fix measurement can capture attention rivals are ceding to Meta amid post-divestiture caution.

Why it matters. CPG marketers using short attribution windows undercount TikTok’s actual sales lift, which shows up on average 21 days after campaigns end, causing them to systematically underfund a channel that is working.

Signal from emarketer.com · read the original.

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