What key performance indicator (KPI) should be prioritized when assessing the effectiveness of a TikTok brand takeover ad?

When assessing the effectiveness of a TikTok brand takeover ad, the prioritized key performance indicator (KPI) should be 'Unique Reach' or 'Impressions' within the target audience. A brand takeover ad is designed to achieve maximum visibility by being the *firstad a user sees when opening the TikTok app. The primary goal is broad exposure and immediate brand awareness. While engagement metrics like click-through rate (CTR) and conversion rate are valuable, they are secondary to reaching a substantial portion of the target audience. A high 'Unique Reach' or 'Impressions' demonstrates that the brand takeover successfully achieved its intended purpose of capturing the attention of a large number of users, setting the stage for subsequent engagement or conversion efforts. If the 'Unique Reach' is low, it indicates that the ad wasn't effectively delivered to the intended audience, regardless of its engagement performance. Therefore, 'Unique Reach' or 'Impressions' are the most crucial indicators of a successful brand takeover campaign.