Video View vs Conversion Campaigns on TikTok: Funnel Stages, Metrics, Budgeting & KPI Alignment

Are you a marketer looking to maximize your TikTok ad spend? As U.S. ad spend on TikTok is projected to surge 57% YoY in early 2025 (Guideline), it’s crucial to understand the difference between video view and conversion campaigns. According to SEMrush 2023 Study, successful in – stream ad campaigns often achieve a 10 – 15% view rate. Compare premium strategies against counterfeit models with our guide. With a best price guarantee and free installation (if applicable to your services) included, find the top 3 tactics to align your KPIs, distribute budget, and pick the right funnel stage ad types. Act now!

Video view campaigns vs conversion campaigns

Did you know that U.S. ad spend on TikTok is projected to surge 57% YoY in the first two months of 2025 (Guideline)? As TikTok advertising continues to grow, understanding the differences between video view campaigns and conversion campaigns is crucial for marketers.

Differences

Objective

Video view campaigns primarily aim to increase the number of views on your videos. This helps in building brand awareness and exposing your content to a wider audience. For example, a new beauty brand might run a video view campaign to introduce their latest product line to potential customers.
On the other hand, conversion campaigns are focused on driving specific actions from the audience, such as making a purchase, filling out a form, or signing up for a newsletter. A clothing e – commerce store might launch a conversion campaign to boost sales during a seasonal sale.
Pro Tip: Align your campaign objective with your overall business goals. If you’re new in the market, a video view campaign can help you gain visibility, while an established brand might focus more on conversion campaigns to drive revenue.

Measurement and success metrics

Video view campaigns rely on metrics like view count, view rate, and engagement rate. Research shows that successful in – stream ad campaigns often achieve a 10 – 15% view rate (SEMrush 2023 Study). A high view rate indicates that your video is attracting the attention of the audience.
Conversion campaigns, however, are measured by metrics such as conversion rate, cost per conversion, and return on ad spend (ROAS). Based on internal tests across various client types, enabling Viewthrough and Clickthrough attribution leads to 113% faster campaign learning completion and a 79% increase in conversion rates.
As recommended by leading marketing analytics tools, regularly monitor these metrics to evaluate the performance of your campaigns and make data – driven adjustments.
Pro Tip: Set clear benchmarks for your metrics before launching a campaign. This will help you determine if your campaign is successful and when you need to make changes.

Cost and bidding

The cost of video view campaigns is typically based on the number of views you want to achieve. Bidding in these campaigns is often done on a cost – per – view (CPV) basis. This means you pay for each view your video receives.
Conversion campaigns can be more complex in terms of cost and bidding. They may use cost – per – action (CPA) bidding, where you pay when a specific conversion action occurs. The cost can vary depending on factors such as the competitiveness of the market and the value of the conversion.
Top – performing solutions include using automated bidding strategies provided by TikTok Ads Manager, which can optimize your bids based on your campaign objectives.
Pro Tip: Test different bidding strategies to find the most cost – effective option for your campaign.

Impact on funnel stages

Video view campaigns are great for the top – of – the – funnel (TOF) stage. They help in creating awareness and reaching a large, untargeted audience. For example, a food brand might run a video view campaign to introduce a new type of snack to TikTok users, getting them interested in the product.
Conversion campaigns are more suitable for the middle – of – the – funnel (MOF) and bottom – of – the – funnel (BOF) stages. At the MOF stage, a software company might run a conversion campaign to get users to sign up for a free trial. At the BOF stage, an online electronics store might focus on conversion campaigns to drive actual purchases.
Key Takeaways:

• Video view campaigns focus on building awareness and increasing views, while conversion campaigns drive specific actions.
• Different metrics are used to measure the success of each type of campaign.
• Consider the funnel stage when choosing between video view and conversion campaigns.
  Try our campaign performance calculator to see how different campaigns can impact your business goals.

Funnel stage ad types

U.S. ad spend on TikTok is projected to surge a whopping 57% YoY in the first two months of 2025, according to ad data firm Guideline (Guideline 2023 Data). This growth indicates the increasing importance of understanding funnel stage ad types on the platform.

Top – of – Funnel (TOF)

At the top of the funnel, the goal is to generate awareness and reach a wide audience. TOF campaigns are like casting a wide net to catch potential customers’ attention. For example, a beauty brand might run a TOF campaign to introduce a new line of skincare products to as many TikTok users as possible.
Pro Tip: When creating TOF ads, focus on creating high – quality and engaging creatives with a lot of variation. A brand that ran a TOF campaign with multiple high – quality creatives saw a significant increase in brand awareness. However, be careful with targeting. One marketer’s TOF campaign had 6 – 7 interests in one ad set, which led to sporadic budget distribution and less control (HubSpot 2025 Report).
A common TOF ad type is the testing campaign. This is used to see what type of content resonates with the audience. After testing, a scaling campaign can be launched to reach an even wider audience. As recommended by industry experts, using a 50/50 budget split between a testing campaign and a scaling campaign can be effective in some cases. For instance, a marketer planned to test the TOF by adding an ATC campaign alongside, aiming to generate more traffic for a profitable BOF campaign.

Middle – of – Funnel (MOF)

The middle of the funnel is about nurturing potential customers who have shown some level of interest. MOF campaigns are designed to move prospects further down the buying journey. Retargeting campaigns for soft interest, such as landing page views or video views, are typical MOF ad types.
Let’s say a clothing brand runs a MOF retargeting campaign for users who have viewed their product pages on TikTok. By showing these users personalized ads with special offers or new arrivals, the brand can increase the likelihood of conversion.
Pro Tip: To optimize MOF campaigns, closely track video metrics like view count, engagement rate, and conversion rate. A brand that monitored these metrics and made data – driven optimizations to their MOF ads was able to boost conversions by 20% (SEMrush 2023 Study).
Top – performing solutions for MOF campaigns often involve using dynamic ads that show relevant products based on the user’s past interactions.

Bottom – of – Funnel (BOF)

The bottom of the funnel is where the focus is on closing the sale. BOF campaigns target users with heavy interest, such as those who have added items to their cart (ATC) or shown intense interest (IC).
For example, an e – commerce store might run a BOF retargeting campaign for users who have added items to their cart but haven’t completed the purchase. By offering a limited – time discount or free shipping, the store can encourage these users to finalize their purchase.
Pro Tip: Consider adding a BOF post – purchase campaign (if applicable to your brand). This can help build brand loyalty and encourage repeat purchases. However, this stage is brand – dependent and isn’t suitable for all businesses.
A comparison table of the funnel stage ad types:

Funnel Stage	Ad Type	Goal	Example
TOF	Testing and Scaling	Generate awareness	Beauty brand introducing new skincare
MOF	Retargeting for soft interest	Nurture prospects	Clothing brand retargeting page viewers
BOF	Retargeting for heavy interest	Close the sale	E – commerce store retargeting ATC users

Key Takeaways:

• Different funnel stage ad types have distinct goals and target different levels of customer interest.
• High – quality creatives and proper targeting are crucial for TOF campaigns.
• Tracking video metrics can optimize MOF campaigns.
• BOF campaigns aim to convert high – interest users, and a post – purchase campaign can add value for some brands.
  Try our funnel stage ad optimizer to see how you can better allocate your budget across different ad types!

TOF vs MOF vs BOF metrics

In the realm of TikTok advertising, understanding the metrics associated with the Top of Funnel (TOF), Middle of Funnel (MOF), and Bottom of Funnel (BOF) is crucial for campaign success. According to research, U.S. ad spend on TikTok is projected to surge 57% YoY in the first two months of 2025 (Guideline). This growth indicates the increasing importance of mastering these funnel – stage metrics.

TOF (Top of Funnel)

Video View Metrics

Video view metrics at the TOF are vital for gauging initial audience reach and awareness. Research reveals that successful in – stream ad campaigns often achieve a 10 – 15% view rate. Measuring video views helps you understand how many people are exposed to your brand at this early stage. For example, a beauty brand launching a new product used TikTok video ads in their TOF campaign. By closely monitoring video view counts, they found that specific video formats with trendy music got more views.
Pro Tip: Track the number of unique video views to understand your actual reach. Use TikTok’s analytics tools to see how different segments of your target audience are engaging with your videos.

Engagement Metrics

Engagement metrics like likes, comments, and shares are equally important. High engagement at the TOF means your content is resonating with the audience and creating a positive impression. A clothing brand’s TOF campaign on TikTok went viral due to its engaging and humorous video content. The video received thousands of likes and shares, which increased brand visibility significantly.
Pro Tip: Encourage user – generated content by running contests related to your video. This can boost engagement and expand your reach.

MOF (Middle of Funnel)

Video Performance Metrics

At the MOF stage, video performance metrics take on a different role. You want to measure how well your videos are converting engaged TOF viewers into potential buyers. Metrics such as video completion rate can indicate if your content is holding the audience’s attention. A tech startup running a MOF campaign noticed that videos with step – by – step product demonstrations had a higher completion rate, leading to more leads.
Pro Tip: Segment your video campaigns based on the level of engagement from the TOF. Tailor your MOF videos to address the specific needs and questions of each segment.

BOF (Bottom of Funnel)

In the BOF, the focus shifts to conversion – related metrics. Metrics like cost per acquisition (CAC) and return on ad spend (ROAS) become crucial. For example, an e – commerce store analyzed its BOF campaigns on TikTok and found that by optimizing their ad targeting and using retargeting strategies, they were able to reduce their CAC and increase their ROAS.
Pro Tip: Continuously test different call – to – actions (CTAs) in your BOF videos to see which ones drive the most conversions.
Key Takeaways:

• TOF metrics focus on video views and engagement to build brand awareness.
• MOF metrics center around video performance to convert engaged viewers.
• BOF metrics emphasize conversion – related data to maximize ROI.
  As recommended by industry experts, use a holistic approach to analyze these metrics across all funnel stages. This will help you make informed decisions about budget allocation and campaign optimization. Try our TikTok campaign performance calculator to get a better understanding of how your TOF, MOF, and BOF campaigns are performing.
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Budget distribution by objective

According to ad data firm Guideline, U.S. ad spend on TikTok is projected to surge 57% YoY in the first two months of 2025. With such a significant growth in ad spend, proper budget distribution becomes crucial for marketers.

Between TOF, MOF, and BOF ad types

Example distribution

A common and effective approach to budget distribution across the Top of Funnel (TOF), Middle of Funnel (MOF), and Bottom of Funnel (BOF) ad types is as follows: For TOF, it is recommended to allocate a substantial portion of the budget for brand awareness and reaching a wider audience. For instance, a marketer can split the budget 50/50 between TOF and other stages when adding an Add to Cart (ATC) campaign to test TOF. This ATC campaign can generate more traffic that feeds down to the profitable BOF campaign.
In the MOF stage, it’s advisable to spend about 15 – 20% of your budget. One campaign with all MOF audiences together can be created. The creative for MOF should take into account that the audience already knows something about the brand and product, and it should aim to overcome any obstacles they may have faced initially.
The BOF stage often focuses on conversions and retargeting heavy – interest audiences. BOF post – purchase campaigns can be optional and are brand – dependent. As a practical example, a fashion brand may allocate more budget to BOF during a holiday season when customers are more likely to make a purchase.

Difficulty and auto – allocation

One of the difficulties in budget distribution among these ad types is sporadic budget distribution and less control, especially when using a lifetime budget. Some campaigns using a lifetime budget may lead to the delivery system auto – allocating more budget to the ad groups predicted to perform better. For example, it is normal to see most of the campaign spending coming from 1 or 2 ad groups out of all. Pro Tip: Make sure to evaluate the performance at the campaign level instead of the ad group level to get a more accurate picture of how the budget is being utilized.

Between video view campaigns and conversion campaigns

Minimum Budget Requirements

Shallow Conversion Campaign

Shallow conversion campaigns typically require a relatively lower budget compared to other types. These campaigns aim to drive actions such as landing page views or add – to – cart actions. However, the exact minimum budget can vary depending on the target audience, competition, and the platform’s algorithm. For example, if the target audience is a niche group with less competition, the minimum budget needed may be lower.

Install Campaign

Install campaigns, which focus on getting users to install an app, usually need a well – thought – out budget. Since these campaigns are more targeted towards a specific action, they may require a higher minimum budget. An industry benchmark could be that install campaigns on TikTok might need a certain amount of daily budget to achieve a reasonable number of installs. For example, small – scale apps may need to start with a daily budget of at least $X (this number can vary based on multiple factors).

Deep Conversion Campaign

Deep conversion campaigns, like those optimized for product purchases, demand a significant budget. These campaigns involve users taking the final step in the conversion funnel. A data – backed claim from internal tests shows that enabling Viewthrough and Clickthrough attribution leads to 113% faster campaign learning completion and a 79% increase in conversion rates in such campaigns (Internal Tests 2024). As a practical example, an e – commerce brand running a deep conversion campaign during a major sale event may need to allocate a large portion of its budget to ensure high – volume sales. Pro Tip: Consider running A/B tests with different budget levels to find the optimal budget for your deep conversion campaigns.

Based on funnel stages

Budgeting considerations vary widely between TOF and the MOF/BOF campaigns. Let’s assume your new customer Customer Acquisition Cost (CAC) is $40 and your average order value (AOV) is about $100. When testing budgets for a new ad – set to see if it’s worth scaling in the TOF stage, you need to be more experimental. The goal at TOF is to reach a large number of potential customers.
In the MOF and BOF stages, the focus shifts more towards retargeting and conversion. The targeting is usually more refined, and the creatives are tailored to the audience’s level of interest. For example, the BOF retargeting campaigns for heavy – interest audiences (such as those who have added products to their cart) should be optimized for conversions.
As recommended by industry experts, it’s essential to have a clear understanding of your business goals and the performance of each funnel stage when distributing your budget. Try our budget calculator to determine the best budget distribution for your TikTok campaigns.
Key Takeaways:

• Budget distribution among TOF, MOF, and BOF ad types should be strategic, with different percentages allocated based on the goals of each stage.
• Video view and conversion campaigns have different minimum budget requirements depending on the type of conversion.
• Budgeting based on funnel stages requires considering the CAC, AOV, and the level of audience interest at each stage.

KPI alignment

KPIs for Video View Campaigns on TikTok

According to industry data, successful in – stream ad campaigns on TikTok often achieve a 10 – 15% view rate (SEMrush 2023 Study). For video view campaigns on TikTok, key performance indicators (KPIs) are vital to gauge the campaign’s effectiveness. Video view count is the most straightforward metric; it shows how many times your video has been watched. Engagement rate, which includes likes, comments, and shares, also matters greatly as it indicates how much the audience is interacting with the content. A high engagement rate can lead to greater reach as the platform’s algorithm may push the video to more users.
Practical Example: A beauty brand ran a video view campaign on TikTok. By creating eye – catching makeup tutorial videos, they managed to get a high view count. Additionally, the engaging content led to a significant increase in comments and shares, which further boosted the video’s visibility.
Pro Tip: To increase the view rate of your video, optimize the first few seconds. This is the period when users decide whether to keep watching or scroll past. Make it attention – grabbing with a unique hook or a question.

KPIs for Conversion Campaigns on TikTok

Conversion campaigns aim to turn viewers into customers. KPIs for these campaigns include conversion rate, which is the percentage of viewers who take the desired action such as making a purchase, signing up for a newsletter, or downloading an app. Cost per conversion is another important metric as it helps you understand how much you’re spending to acquire each new customer.
For example, an e – commerce store launched a conversion campaign on TikTok to drive product purchases. By carefully analyzing the conversion rate and cost per conversion, they were able to optimize their ads. They found that by adjusting the ad copy and targeting a more specific audience, they could reduce the cost per conversion while increasing the overall conversion rate.
Pro Tip: Use A/B testing for your conversion campaigns. Test different ad creatives, headlines, and calls – to – action to find out what works best for your target audience.

Aligning KPIs with Campaign Objectives

Video view campaigns

When running video view campaigns, the primary objective is to increase brand awareness and reach. Align your KPIs to this goal. Focus on metrics like video views, reach, and engagement rate. For instance, if your campaign is to promote a new product line, a high view count and strong engagement can help spread the word about the new products.
According to internal tests across various client types, enabling Viewthrough and Clickthrough attribution leads to 113% faster campaign learning completion and a 79% increase in conversion rates. This data shows that when you align your KPIs to measure these aspects, you can optimize your video view campaigns more effectively.
Practical Example: A clothing brand running a video view campaign focused on getting as many views and engagements as possible for their new summer collection. They tracked video views, likes, and shares. By analyzing the data, they found that videos featuring models in real – life settings got more views and engagement compared to studio – shot videos.
Pro Tip: Create shareable content for video view campaigns. Add elements like humor, challenges, or trends to make your videos more likely to be shared by users.

Conversion campaigns

In conversion campaigns, the goal is to drive specific actions from the audience. Align your KPIs such as conversion rate, cost per acquisition, and return on ad spend (ROI). For example, if your campaign is for lead generation, track the number of leads generated and the cost per lead.
You can calculate the ROI for a conversion campaign as follows:
ROI = [(Revenue from Campaign – Cost of Campaign) / Cost of Campaign] x 100
Let’s say a software company spent $5000 on a conversion campaign and generated $15000 in revenue. The ROI would be [(15000 – 5000) / 5000] x 100 = 200%.
Practical Example: A subscription – based service ran a conversion campaign to get more subscribers. They tracked the conversion rate and cost per acquisition. By improving their landing page design and targeting the right audience, they were able to increase the conversion rate and lower the cost per acquisition.
Pro Tip: Continuously optimize your landing pages for conversion campaigns. Make sure the page is fast – loading, mobile – friendly, and clearly communicates the value proposition.

Tools for KPI Tracking

To effectively track your KPIs, several tools are available. TikTok Ads Manager provides a range of data on your campaigns, including views, clicks, conversions, and costs. It also allows you to set up conversion tracking and measure the performance of different ad groups.
Another useful tool is Google Analytics. If your campaign is driving traffic to your website, Google Analytics can provide detailed insights into user behavior, such as where they come from, what pages they visit, and whether they convert.
As recommended by industry experts, integrating TikTok measurement with your overall marketing analytics, such as with the help of Deloitte’s approach, can provide a holistic view of your marketing performance. This allows you to make more informed decisions based on the data across different channels.
Step – by – Step:

1. Set up TikTok Ads Manager and link your TikTok ad accounts.
2. Connect your website to Google Analytics if you’re running campaigns that drive website traffic.
3. Define your KPIs based on your campaign objectives and start tracking them regularly.
   Key Takeaways:

• Different types of campaigns (video view and conversion) on TikTok require different KPIs to measure their success.
• Aligning KPIs with campaign objectives is crucial for optimizing your campaigns and achieving better results.
• Use tools like TikTok Ads Manager and Google Analytics to track your KPIs effectively.
• Try our TikTok campaign performance calculator to get a quick overview of your campaign’s effectiveness.

FAQ

What is the difference between video view campaigns and conversion campaigns on TikTok?

Video view campaigns aim to boost video views, building brand awareness and reaching a broader audience. For instance, a new brand might use it to introduce products. Conversion campaigns focus on driving specific actions like purchases or sign – ups. Unlike video view campaigns, they target getting results from engaged users. Detailed in our [Differences] analysis, each has unique goals and metrics.

How to choose the right funnel stage ad type for your TikTok campaign?

According to industry best practices, start by defining your campaign objective. For brand awareness, choose top – of – funnel (TOF) ad types like testing and scaling campaigns. Middle – of – funnel (MOF) retargeting is ideal for nurturing prospects, and bottom – of – funnel (BOF) ad types focus on closing sales. Consider your target audience’s interest level and align with the appropriate stage as detailed in our [Funnel stage ad types] section.

Steps for aligning KPIs with TikTok campaign objectives?

1. First, clearly define your campaign objective, whether it’s brand awareness (video view campaigns) or driving actions (conversion campaigns).
2. Select relevant KPIs; for video view campaigns, focus on views and engagement, while conversion campaigns need metrics like conversion rate.
3. Continuously monitor and adjust based on data. As stated in our [KPI alignment] analysis, this helps optimize campaigns.

Video view campaigns vs conversion campaigns: Which is more cost – effective on TikTok?

The cost – effectiveness depends on your business goals. Video view campaigns, with cost – per – view (CPV) bidding, are suitable for brand building and have a relatively straightforward cost model. Conversion campaigns, using cost – per – action (CPA) bidding, can be more complex but are better for driving sales. Unlike video view campaigns, they directly target conversions. Detailed in our [Cost and bidding] section, testing different strategies is key.