Devices and Formats (including Social Data)



Our opt-in TikTok panel allows us to track paid mobile ads served to real TikTok mobile app users in the US.

 What we capture


Region Data collection start date
๐Ÿ‡บ๐Ÿ‡ธ   United States January 1, 2022
๐Ÿ‡ฌ๐Ÿ‡ง   United Kingdom May 1, 2022
๐Ÿ‡ฉ๐Ÿ‡ช   Germany May 1, 2022
๐Ÿ‡ซ๐Ÿ‡ท   France May 1, 2022
๐Ÿ‡ช๐Ÿ‡ธ   Spain May 1, 2022
๐Ÿ‡ฎ๐Ÿ‡น   Italy May 1, 2022
๐Ÿ‡จ๐Ÿ‡ฆ   Canada May 1, 2022
๐Ÿ‡ฆ๐Ÿ‡บ   Australia May 1, 2022

Devices and formats

  • TikTok Mobile App

Ad placement

  • For You tab 

 What we do not capture

Creative types

  • Ads outside the For You tab (e.g., Branded Hashtag Challenge, Branded Effects ads)
  • TopView ads
  • Boosted creator content.


Panel-based data collection

Our opt-in TikTok panel allows us to track paid ads served to real TikTok mobile app users in the US.

Mobile users organically discover and actively opt-in to share data about the ads served to them on their TikTok app via free third-party apps. We do not collect personally identifiable information (PII) from our panelists at any time.

Our TikTok panel brings a unique set of users to our growing global panel. In total, our global panel includes hundreds of thousands of active users across Desktop, Mobile, and CTV devices in North America, Europe, and Oceania who represent a diverse set of demographic and user characteristics.

Impression, spend and CPM estimation

Each quarter we project the total US TikTok spend, impressions and Cost Per Impression (CPM) based on third party data sources and industry reports.We apply our sampled data from the panels and estimated CPM rates to calculate impressions and spend per creative, brand and advertiser.


Pathmatics receives the city and state of each panelist when each impression is served.

 Brand and Category hierarchy

Brand hierarchy

In our advertiser and brand hierarchy, there is an advertiser at the top followed by up to four brand levels. Each TikTok social account is assigned to an advertiser or brand based on metadata, including creative text.

Category hierarchy

Each advertiser and brand is assigned a category. There are up to eight category levels in a category hierarchy, except via Connect (our data feed), which has up to ten.

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