posted on Jul. 19, 2024 at 3:30 pm

How hidden metrics can take ROAS to new heights

posted on Jul. 19, 2024 at 3:30 pm

TikTok for Business' Mahmoud Shammout talks about how view-through attribution and other metrics can create conversions.

Mahmoud Shammout, Head of Research & Insights, TikTok For Business (METAP & CSA)

You are scrolling through your favorite digital platform during your lunch break at work, and among the life hacks, recipes, and ‘edutainment’ videos from your favorite creators, a short, creative video from an unfamiliar brand catches your eye.

The content humorously and authentically showcases the product’s benefits. The video is so captivating that it stays on top of your mind long after you’ve left the platform. You even bring it up in social conversations. A few days later, your curiosity makes you research the product more a

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.