TikTok Apr 2025 - Mar 2026 Benchmark

The Cross-Channel Halo: 65% of TikTok's Revenue Lands Off-Platform

TikTok is driving revenue to Amazon and retail, but the platform dashboard can't see it. Multi-channel brands cutting TikTok when its ROAS reads weak vs Meta or Google watch their cross-channel results drop with it.

Key insights

If you run a multi-channel brand, value TikTok as a platform that drives revenue on Amazon and retail.
Run an 8-week within-account test on GMV Max. It drives +0.96x higher Modeled ROAS than standard TikTok Web Ads.
Cross-channel halo means some TikTok-acquired customers repurchase on Amazon or retail, never crossing a TikTok-attributed click. Single-channel LTV undercounts them.

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