TikTok Ads Manager reports: custom reports, metrics and exports

TikTok's steps:

1. In TikTok Ads Manager, open the Analytics menu at the top and click Custom reports.
2. Click Create report for a blank report, or click the arrow next to it and choose Start with a template.
3. Choose dimensions, which become rows, such as campaigns, ad groups, ads or placements.
4. Choose metrics, which become columns, such as CPM, CPC, CTR and CVR.
5. Pick a time range: yesterday, the last 7 days, the last 30 days or a custom date.
6. Optionally switch from Pivot table to Trend line to see the data as a chart.
7. Click Save and name the report.

• Users with the analyst, operator or admin role can include several ad accounts: click the selector next to Select accounts and search by name or ID.

Source: TikTok Business Help Center: How to create a Custom report, checked 15 October 2026

TikTok groups its reporting metrics into five categories:

• A 6-second focused view counts a play of at least 6 seconds, a full play of a shorter video, or an engagement within the first 6 seconds. Low numbers mean people drop off early.
• Many clicks but few conversions can mean people aren't finding what they expected on the page.

Source: TikTok Business Help Center: About TikTok reporting metrics in TikTok Ads Manager, checked 15 October 2026

To download a report once instead, use Export, which runs the report straight away.

1. Open or create a custom report from Custom reports under the Analytics tab.
2. Click Scheduled running at the top right of the report.
3. Turn on Scheduled running.
4. Choose the frequency, recipients (up to 5 email addresses) and file format.
5. Click Save.

Sources: TikTok Business Help Center: How to schedule exports of custom reports, checked 15 October 2026; TikTok Business Help Center: How to create a Custom report, checked 15 October 2026

Custom metrics apply a formula to existing metrics and save it for reuse. From the Campaign page:

1. Choose Custom Columns from the dropdown menu.
2. Click Add Custom Metrics and enter a name (required, up to 45 characters).
3. Pick a format: Number, Percentage or Money.
4. Add an optional description of up to 180 characters.
5. Build the formula with the formula buttons, using +Metrics to add existing metrics.
6. Choose who can see it: Only you, or Everyone can access this.
7. Save it.

• You can also add custom metrics while building a custom report, from the Metrics list.
• Edit with the pencil icon or delete with the bin icon next to the saved metric.

Source: TikTok Business Help Center: How to Manage Custom Metrics, checked 15 October 2026

Check these first:

• It's still processing. TikTok sends the email after data processing, which usually takes about 5 to 6 hours, and emails normally arrive around 5 to 6 AM in your ad account's time zone.
• The schedule was cancelled. TikTok cancels a scheduled running automatically if nobody downloads its reports for 3 months in a row.
• The recipient can't open it. Only people with access to TikTok Ads Manager can download the report.
• Conversions show zero. Website attribution needs the TikTok Pixel, and app attribution needs an app in Events Manager connected to a measurement partner.

Sources: TikTok Business Help Center: How to schedule exports of custom reports, checked 15 October 2026; TikTok Business Help Center: Attribution Metrics, checked 15 October 2026

Zolyp, which publishes this guide, is an AI social media manager: it plans, writes, designs and schedules posts for Instagram, Facebook, LinkedIn, Google Business, X, TikTok, YouTube, Pinterest, and Threads, and you approve the week before anything goes out. Its reports cover your organic posts, not TikTok ads, so you'd keep using Ads Manager reports for paid results.