How does the TikTok Shopify integration work?
TikTok's Shopify channel connects your Shopify product catalogue to TikTok Ads Manager, enables the TikTok Pixel through the Shopify native integration, and allows you to run Product Shopping Ads that show specific products to users who have engaged with your content. The integration has a specific configuration requirement — the Pixel must be connected through the Shopify channel rather than through a manual Pixel install — and this is where the most common measurement failures occur. We audit this integration as the first step of every Canadian TikTok engagement.
Why does TikTok creative need to be refreshed more often than Meta?
TikTok's algorithm serves content to users based on engagement signals — watch time, shares, comments, likes. When a piece of creative has been shown to the same audience repeatedly, engagement declines, and the algorithm responds by reducing distribution. This cycle happens faster on TikTok than on Meta or Instagram because the platform's user behaviour is more scroll-intensive and the content volume is higher. A creative that earns strong engagement in week one typically begins fatiguing by week two or three. Meta creative can sustain a four- to six-week cycle. TikTok requires weekly review and rotation.
Do you produce TikTok creative for Canadian brands?
We produce the creative brief — format, hook, pacing, call-to-action, audio approach — based on weekly performance data and current trends on Canadian TikTok. For brands with in-house creators or UGC programmes, we direct the brief to their team. For brands that need production support, we work with a network of Canadian TikTok creators and production partners to execute the brief. The creative strategy and briefing process is always managed by us.
Can TikTok Ads work for Canadian brands targeting older demographics?
TikTok's Canadian audience is concentrated in the 18–34 demographic. Brands whose core customer is above 45 will find TikTok's reach in that segment limited compared to Meta or Google. For brands with a product or category that has cross-generational appeal — food, home, wellness, pet — TikTok can still be a viable acquisition channel for the younger segment of the customer base, but it should not be the primary platform for reaching older demographics. The audit includes a demographic fit assessment for your specific product and customer profile.
How do you measure TikTok Ads performance alongside Meta and Google?
We track cost-per-purchase, ROAS, and new-customer acquisition rate by channel. TikTok is measured against a CAD cost-per-purchase benchmark established in the first 30 days of the account, and compared to the equivalent Meta and Google benchmarks where those channels are running. We do not aggregate across channels into a single blended figure that obscures which channel is working. Each platform is reported separately with its own performance data, so budget allocation decisions are made on channel-level evidence.
