The 2026 TikTok Playbook
Pairing Ads + Shop drives the best results: Brands investing across both TikTok Ads and TikTok Shop see 85% higher conversions and stronger ROAS growth year-over-year.
AI tools unlock scale: New features like Smart+, GMV Max, and Symphony enable constant creative testing, fatigue reduction, and faster optimization for TikTok success.
TikTok’s influence extends beyond the app: Campaigns drive halo sales on Amazon and other marketplaces, amplifying value across the full customer journey.
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Why This Playbook Matters
TikTok has evolved into a full-funnel performance channel, driving measurable growth from discovery to conversion. In 2026, the opportunity for brands looking to scale on TikTok has never been greater, with new AI tools, shoppable formats, and creative surfaces making it one of the most dynamic growth engines in digital marketing.
Yet many marketers are still under-crediting its impact, missing out on up to 63% of profitable growth potential across the TikTok suite.
Our 2026 TikTok Playbook reveals how leading brands are balancing TikTok Ads and TikTok Shop, leveraging AI-powered tools like Smart+, GMV Max and Symphony, and using Fospha’s full-funnel, privacy-safe measurement to prove TikTok’s true incremental value.
We feature expert insights from New Engen on creative optimization and targeting to helping brands turn data into performance.
If you’re looking to turn TikTok into a channel that consistently scales awareness, conversion, and cross-platform growth - this playbook is for you.
What you'll learn
The full-funnel TikTok opportunity
How brands are scaling TikTok as both a media and sales channel, from awareness through conversion.
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How to use AI for creative performance
Unlock best practices for Smart+, GMV Max and Symphony to reduce fatigue and optimize faster.
Balancing Ads vs. Shop investment
Data-backed strategies to maximize conversions and ROAS across TikTok’s two most powerful surfaces.
The full-funnel TikTok opportunity
How brands are scaling TikTok as both a media and sales channel, from awareness through conversion.
How to use AI for creative performance
Unlock best practices for Smart+, GMV Max and Symphony to reduce fatigue and optimize faster.
Balancing Ads vs. Shop investment
Data-backed strategies to maximize conversions and ROAS across TikTok’s two most powerful surfaces.
Proving TikTok’s true impact
How Fospha’s full-funnel measurement captures undervalued halo effects and incremental sales beyond the app.
Stay ahead with the inside scoop from Fospha.
For over 10 years we've been leading the change in marketing measurement.
