FAQs

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Why does the TikTok metric picker have so many options?

TikTok exposes one of the broadest conversion event sets of any ad platform, and Adriel surfaces the full catalog so any objective can be reported on. Most events carry both a count metric and a matching : Conversion value metric, which multiplies the total. The practical approach is to start with the standard performance metrics — ad spend, impressions, clicks, CTR, conversions, and a ROAS variant — then drill into the specific event that matches the campaign objective. Searching the picker by the event name (for example, purchase or registration) is faster than scrolling. The complete list of metrics and breakdowns is in the TikTok data reference.

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Why is my ROAS shown as a percentage instead of a decimal?

This is a display difference, not a data mismatch. Adriel shows ROAS as a percentage, so a return that TikTok Ads Manager displays as 3.58 appears as 358% in Adriel. The underlying value is identical; only the format differs. When comparing a widget against TikTok Ads Manager, convert one to the other: divide the Adriel percentage by 100 to get TikTok’s decimal, or multiply TikTok’s decimal by 100 to get the Adriel percentage.

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Which ROAS window should I use?

TikTok reports ROAS and its underlying purchase value across three attribution windows: Day0, Day2, and Day6. Each window counts conversions that occurred within that many days of the ad interaction, so a longer window generally reports a higher return. These are separate metric variants and are not directly comparable within the same widget — placing Day0 next to Day6 compares two different attribution definitions rather than two time periods. The recommended practice is to pick one window that matches the reporting standard for the account and use it consistently across dashboards. The window definitions are listed in the TikTok data reference.

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Why don’t my custom TikTok events show friendly names?

Standard TikTok events surface under readable names automatically. Custom events configured in TikTok Ads Manager can appear under their TikTok-internal identifiers instead of a readable label when no friendly name has been assigned on the TikTok side. The fix is on the TikTok side: setting a display name for the event in TikTok Ads Manager makes that label available, and it appears in Adriel on the next sync. Newly-named events are not immediate; they follow the connector’s sync schedule rather than updating live.

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Why does reach look too high over a long date range?

Reach and other uniqueness-based metrics are computed per daily snapshot rather than deduplicated across the whole range. When a widget spans several days, each day’s unique-user count is added together, so a viewer who saw the ad on three different days is counted three times over a three-day range. For an accurate unique-reach figure, view reach over a single day. For multi-day widgets, treat reach as a directional trend rather than an exact unique-user total, and rely on impressions or frequency when a summed total is needed.

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Why does my TikTok dashboard need a reconnect?

TikTok connections use OAuth authorization, and that authorization can expire or be revoked — for example, when the password on the TikTok account changes or access is withdrawn in TikTok Business Center. When the authorization is no longer valid, the data source stops updating and prompts for a reconnect. To restore it, open the connections list, find the TikTok data source, and re-authorize it. Because Adriel caches TikTok data, previously synced history remains available, and syncing resumes from where it left off once the connection is re-authorized. Steps for connecting and reconnecting are in How to connect TikTok Ads to Adriel.

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Common issues

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