Direct answer: what TikTok and Circana found
TikTok reports that Circana analyzed 97 Geo Lift studies conducted in the United Kingdom, France, Germany, Spain, Italy and the Netherlands. The work examined patterns involving media mix, campaign length, format strategy and creative execution. Its commercial focus included incremental in-store sales and return on investment. That makes the findings relevant to FMCG planning, but the aggregated results are not a forecast for an individual advertiser.
Across the studies, TikTok reports an average 2.7% increase in in-store sales, compared with a 2.3% benchmark for broader social activity. Non-seasonal campaigns generated 46% higher sales lift on TikTok, while peak-period campaigns exceeded social benchmarks by 13%. Campaigns running for at least seven weeks, together with higher investment, were associated with stronger sales lift while preserving ROI efficiency.
TikTok also links the inclusion of TopFeed and Pulse to 62% stronger sales lift and 14% higher ROI in the analyzed set. Reach produced the strongest overall sales impact per dollar, while Video View campaigns were described as efficient and supported by lower CPMs. These figures describe patterns in the studies; they do not guarantee availability, cost or performance for a particular account.
