# TikTok Ads + TikTok Shop integration and analysis

Connect TikTok Ads and TikTok Shop to Hendrik. Check whether TikTok Ads delivery to an identified Shop destination is supported by TikTok Shop orders and current stock.

## The question this stack can answer

Should you scale TikTok Ads when Shop sales fall?

## What Hendrik reads from each source

- **TikTok Ads:** Spend, delivery, and TikTok reported conversions show the TikTok Ads side of the question and its destination.
- **TikTok Shop:** Shop orders, settlements, products, and inventory show what happened in the TikTok Shop checkout.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected TikTok Ads account with delivery and conversion reporting for the stated window.
- Connected TikTok Shop data for the same Shop, market, and comparison window.
- Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

## Important limits

- TikTok attribution is not a verified order, payment, or customer relationship without an explicit mapping.
- Shop settlements, orders, and TikTok Ads reporting have distinct timing and attribution definitions.

## Illustrative example

### TikTok Ads + TikTok Shop review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- reported conversion value (USD, 28 days) (TikTok Ads): 38,000 USD → 45,000 USD
- Shop order value (USD, 28 days) (TikTok Shop): 41,000 USD → 37,000 USD
- TikTok Ads spend (USD, consecutive 28-day periods) (TikTok Ads): 21,000 USD → 26,000 USD

### What Hendrik checks

- **Destination and delivery mix:** Check TikTok Ads destination, conversion event, country and platform mix. Keep website and TikTok Shop outcomes separate.
- **Shop order and settlement scope:** Check Shop order, statement, and settlement dates separately; inventory counts are snapshots as of the stated current-period date.
- **Explain the divergence:** TikTok Ads: reported conversion value (USD, 28 days) changed from 38,000 USD to 45,000 USD. TikTok Shop: Shop order value (USD, 28 days) changed from 41,000 USD to 37,000 USD. Compare the timing and definitions before attributing one change to the other.

### What Hendrik sees

TikTok Ads reported more conversion value as spend rose, but TikTok Shop order value fell. The Shop result does not support scaling on the ad report alone.

### What to do next

If the destination and product identity are confirmed, review current stock before expanding promotion; reassess after replenishment or a change in Shop order data.

**Limit:** Shop settlements, Shop orders, and TikTok Ads conversions use different dates and must not be summed.

## Provider documentation

- [TikTok Ads documentation](https://ads.tiktok.com/help/)
- [TikTok Shop documentation](https://seller-us.tiktok.com/university/)

## Start with this stack

[Create a workspace and connect TikTok Ads + TikTok Shop](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-tiktok-ads-tiktok-shop&combination=tiktok-ads-tiktok-shop)