A Head to Head Comparison of Ads on TikTok and Reels on META

In a world of constant Network competition, is there a way to accurately gauge the performance of different networks while isolating variables? We took a journey to uncover differences between Meta’s Reels placement and TikTok’s feed placement in the hopes of getting some answers and gaining valuable insights! 

Isolating Variables 

  • Optimization: On Meta and TikTok we ran a 1-day click optimization
  • Content: Ran identical ads for the same product in both campaigns
  • Pausing Ads: If an ad was paused on one network, we paused it on the other network
  • Timeline: Both campaigns ran for 14 days  
  • Landing Page: Both networks drove to a PDP
  • Budget: Allocated the same daily budget for both campaigns 

What Did Success Look Like?

We gauged success by: 

  • Evaluating last click ROAS between the TikTok and Reels campaign
  • Comparing demographic similarities/differences between both Networks 
  • Reviewing ad-level data to understand how much spend both algorithms were giving each ad and why  

The Results:

  • CPM Difference: TikTok drove a 15% lower CPM in comparison to Reels. 
  • Platform ROAS Difference: META boasted a 64% higher Native Metric ROAS than TikTok. 
  • GA ROAS Difference: META drove a 76% higher Last Click ROAS in comparison to TikTok. 
  • CTR Difference: META reported a 7.8% higher click-through rate than TikTok. 
  • AOV Difference: TikTok generated a 6% higher AOV within GA. 
  • GA CVR: META achieved a 100% higher CVR in comparison to TikTok in GA. 
  • Age Comparison: TikTok spent 24% of its total budget on ages 45-54, whereas Reels spent 28% of its total budget on 25-34 year olds. Reels was spending more on the younger age range compared to TikTok. 
  • Top Served Ads: The top-served ads on each Network were not the same.
    • The top spending ad on Reels reported an 80% higher GA ROAS in comparison to the leading TikTok ad. 
  • Spending Patterns: Both ads that had the highest last click ROAS also had the most spend behind them. 

Conclusion: 

The quality of traffic that was driven from META Reels was of higher value with stronger conversion rates. TikTok reported a notable variance between last-click and native numbers, even when optimizing to a 1/0 window. 


If you would like to hear more about testing into something similar or hear about our strategy reach out to try.admixt@admixt.com


    Subscribe to Our Industry Newsletter