Videos
TikTok Data Literacy Lab
A strategic training program designed to transform how TikTok Sales and Client Solutions teams engage with data — from fragmented sources to client-ready narratives that drive revenue growth.
5-Session Program
Sales & Client Solutions
Data → Narrative → Revenue
Program Overview
This program follows a deliberate progression that mirrors real-world team operations: understanding the ecosystem, extracting signal, telling persuasive stories, and driving next actions. The structure reflects how teams actually work — with fragmented data sources, varying tool fluency, and constant pressure to translate numbers into compelling client stories.
1
Data Literacy
Sessions 1–2 establish shared data literacy and TikTok tool context
2
Strategic Narratives
Sessions 3–4 transform TikTok data into strategic narratives
3
Live Application
Session 5 applies everything to live client scenarios
Session 1
The Client's World: Data Capture, Attribution & Why Numbers Disagree
Build a shared mental model of how advertising data is captured, attributed, and reported — across TikTok and the client's stack — so that every data conversation starts from credibility, not defensiveness.
Core Topics
  • Pixel, Events API, and SDK: how TikTok captures data
  • iOS 14+ impact on signal loss and attribution accuracy
  • Attribution windows and why they create discrepancies
  • MTA vs. MMM
  • First-party vs. third-party data
  • Measurement ecosystem: MMPs, Google Analytics, Adobe, Rockerbox, Tealium, Nielsen, Comscore, IRI
Key Insight
TikTok frequently over-indexes on performance internally relative to client MMP reporting. The goal is to explain this confidently — not defend it reactively.
"A big push for us has been source-of-truth documentation and ingestion." — Whitney
Outcome
Understand where TikTok fits inside a client's full measurement stack, why numbers don't always match, and how to proactively frame those differences.
Session 1 Homework
Audit a Live Account
Apply the session's mental model directly to a real account — identifying the client's source of truth, mapping TikTok data sources against client MMP data, and documenting where and why discrepancies appear.
Session 2
Read the Data: TikTok Data Ecosystem + Data Manipulation Foundations
Build hands-on fluency with TikTok's actual data — TTAM exports, Market Scope views, and measurement study readouts — so participants can find signal in the numbers, not just read what's on screen.
TikTok Ads Manager (TTAM)
Campaign, ad group, and ad-level reporting across 22 columns of raw data. Events Manager, attribution analytics, lift studies, Audience Insights, and creative diagnostics.
Market Scope
Audience Asset: sizing, demographics, funnel positioning. Brand Perception: awareness and consideration signals. Organic-to-paid connections.
BLS Deep Dive
Understanding Brand Lift Studies end-to-end. Interpreting results and communicating lift to clients. Common misreads and how to avoid them.
Data Manipulation Foundations
Pivot tables for campaign analysis using real TTAM exports. Calculated fields: CPM, CTR, CPA, VCR, ROAS, Cost per LPV. VLOOKUP / XLOOKUP for data matching.

Tool Triage Decision Framework: "How's my campaign doing?" → TTAM. "Where's the growth opportunity?" → Market Scope. "Did this move the needle on brand?" → BLS. "What's the client seeing