Understanding your TikTok numbers
TikTok data lands in Product Insights and Segments Dashboard like data from any other channel, and you filter, group and segment it with the same tools.
But TikTok reports differently from the other channels ROI Hunter connects to, and a few numbers will look surprising the first time you see them. None of the cases below is an error.
TikTok metrics available in Product Insights
Spend, impressions, clicks and CTR at product level
Conversions, conversion value and conversion ROAS from the TikTok Pixel, straight from TikTok
Revenue from your analytics tool, matched to TikTok ads through your URL parameters — see TikTok: revenue tracking
Breakdowns by ad account, campaign, ad set and ad, and by any segment you have built
Why TikTok spend is a calculated number
TikTok does not report how much of a catalog ad's budget went to each product. To give you product-level spend anyway, ROI Hunter takes the spend of the ad and distributes it across the products in it in proportion to their impressions.
That makes spend and ROAS comparable across products, segments and channels — which is what you need in order to decide where budget should go.
What it is not is a figure to reconcile line by line against TikTok Ads Manager.
Why TikTok Ads Manager shows more spend than Product Insights
A Smart+ campaign usually delivers video and catalogue creative in the same ad. Only catalogue impressions can be attributed to individual products, so the video share of delivery does not appear at product level.
That difference is normally the bulk of the gap between your Ads Manager campaign spend and what you see in Product Insights.
A smaller part comes from catalogue impressions that TikTok could not match to a product in your inventory. It is usually a low percentage, but worth knowing about when a number looks off.
Why some products have impressions but no spend
TikTok can attach a product set to a regular video ad and show a small product overlay on top of it. Those products collect impressions without any catalogue spend behind them. It affects a small share of impressions, and ROI Hunter deliberately leaves the data in rather than filtering it out.
Why TikTok, your analytics and your other channels disagree
They will not reconcile, and that is expected:
TikTok Pixel conversions are counted by TikTok, using TikTok's attribution.
Your analytics tool counts sessions and revenue its own way. Every platform has its own definitions — the same is true of Meta and Google.
The practical advice: do not try to make them match. Pick the source you trust and use it consistently when you decide which products or segments to put budget behind. If your TikTok tracking is still settling, TikTok's own Pixel numbers are the more stable starting point.