TikTok Jul 2025 - Jun 2026 Benchmark

The Cross-Channel Halo: 63.2% 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.
For TikTok Web Ads, Prescient's MMM measures 1.92x the ROAS the platform reports for the typical brand. Before cutting TikTok on dashboard ROAS, run a four-week geo-holdout.
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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