Our newsletterVendor reportMetricool, 2026
On TikTok, 58.2% of ad spend goes to bottom-funnel objectives
Budget allocation
| Objective | Share of campaigns (%) | Share of investment (%) |
|---|---|---|
| Reach (Top) | 16.16% | 10.94% |
| Traffic (Middle) | 12.02% | 9.06% |
| Engagement (Middle) | 14.18% | 7.37% |
| Video views (Middle) | 24.59% | 13.35% |
| Lead generation (Bottom) | 13.95% | 17.1% |
| Web conversions (Bottom) | 16.08% | 27.7% |
| Product Sales (Bottom) | 0.9% | 2.37% |
| App promotion (Bottom) | 1.76% | 11.03% |
TikTok Ads objectives: share of campaigns vs share of spend — by funnel stage, H1 2026 (%)
TikTok Ads objectives: share of campaigns vs share of spend — by funnel stage, H1 2026 (%)- Reader Note:
- The matching campaign share is 32.7%, so bottom-funnel objectives take almost twice the money they take in campaign count. Meta concentrates harder still: a similar third of its campaigns sit at the bottom of the funnel but they carry 70.9% of spend. These are shares of Metricool's own campaign pool, and how each platform's objectives map onto funnel stages is the report's own grouping.
- Evidence:
- Observed behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- 44,355 advertisers worldwide running paid campaigns on Meta and TikTok; 628,969 campaigns; $471,491,072.74 in ad spend; compares January-June 2025 vs January-June 2026; grouped by advertisers' average monthly ad spend.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source says how much it looked at, but not how any of it was chosen.
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