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个专属广告系列，同样计入配额。",{"children":332,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[333],{"detail":13,"format":13,"mode":14,"style":15,"text":334,"type":17,"version":18},"所以 iOS 广告系列要围绕这个配额来规划，而不是每个测试想法都单开一个。",{"children":336,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":30},[337],{"detail":13,"format":13,"mode":14,"style":15,"text":338,"type":17,"version":18},"预算与学习期",{"children":340,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[341],{"detail":13,"format":13,"mode":14,"style":15,"text":342,"type":17,"version":18},"应用推广广告系列遵循与其他 TikTok 广告系列相同的预算规则。TikTok 预算文档规定：日预算在广告系列层须高于 50 美元，广告组层须高于 20 美元。TikTok 的「About Learning Phase」文档（2026 年 6 月更新）说明：波动通常在约 25 个成效或 7 天后开始下降，并建议在此期间避免暂停、避免会重新触发学习期的编辑、避免不合理的预算或素材数量。",{"children":344,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[345],{"detail":13,"format":13,"mode":14,"style":15,"text":346,"type":17,"version":18},"放到「安装 vs AEO」的选择上：越深的事件越稀少，同样预算下攒够成效需要更久。这是一个要想清楚再定的取舍，不是投到一半随手切换的开关。",{"children":348,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":30},[349],{"detail":13,"format":13,"mode":14,"style":15,"text":350,"type":17,"version":18},"为什么 TikTok 和 MMP 的数据对不上",{"children":352,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[353],{"detail":13,"format":13,"mode":14,"style":15,"text":354,"type":17,"version":18},"广告管理平台和 MMP 之间出现差异是正常的。TikTok 关于两者报表差异的文档（2025 年 2 月更新）列出的主要原因包括：",{"children":356,"direction":19,"format":15,"indent":13,"type":51,"version":18,"listType":52,"start":18,"tag":53},[357,361,365,369,373],{"children":358,"direction":19,"format":15,"indent":13,"type":43,"version":18,"value":18},[359],{"detail":13,"format":13,"mode":14,"style":15,"text":360,"type":17,"version":18},"MMP 通常按事件发生的时间计转化，而 TikTok 默认列按展示或点击的时间计。",{"children":362,"direction":19,"format":15,"indent":13,"type":43,"version":18,"value":50},[363],{"detail":13,"format":13,"mode":14,"style":15,"text":364,"type":17,"version":18},"对比前日期范围和时区必须一致。",{"children":366,"direction":19,"format":15,"indent":13,"type":43,"version":18,"value":88},[367],{"detail":13,"format":13,"mode":14,"style":15,"text":368,"type":17,"version":18},"不要拿 MMP 的跨渠道总数去比 TikTok 单渠道的数字。",{"children":370,"direction":19,"format":15,"indent":13,"type":43,"version":18,"value":142},[371],{"detail":13,"format":13,"mode":14,"style":15,"text":372,"type":17,"version":18},"归因模型和归因窗口需要对齐。",{"children":374,"direction":19,"format":15,"indent":13,"type":43,"version":18,"value":147},[375],{"detail":13,"format":13,"mode":14,"style":15,"text":376,"type":17,"version":18},"安装和应用内事件的埋点与映射必须一致。",{"children":378,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[379,381,388],{"detail":13,"format":13,"mode":14,"style":15,"text":380,"type":17,"version":18},"iOS 方面，TikTok 专属广告系列的报表基于 SKAN，与 MMP 的差距可能更大。底层机制见我们的 ",{"children":382,"direction":19,"format":15,"indent":13,"type":99,"version":88,"fields":385,"id":387},[383],{"detail":13,"format":13,"mode":14,"style":15,"text":384,"type":17,"version":18},"移动广告归因指南",{"linkType":101,"newTab":102,"url":386},"https://deepclick.com/zh-CN/resources/blog/mobile-ad-attribution-guide-2026/","6ab1e6d8ea794800c8e0bb44",{"detail":13,"format":13,"mode":14,"style":15,"text":170,"type":17,"version":18},{"children":390,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":30},[391],{"detail":13,"format":13,"mode":14,"style":15,"text":392,"type":17,"version":18},"DeepClick 在哪一环发挥作用",{"children":394,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[395],{"detail":13,"format":13,"mode":14,"style":15,"text":396,"type":17,"version":18},"应用安装广告系列的终点是商店页，而从点击到安装之间，往往正是流失发生的地方：跳转慢、部分设备上路径失效、低质量流量进到商店页。DeepClick 服务在 TikTok 与 Meta 上投放应用的广告主，处理的正是点击之后这一层。",{"children":398,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":30},[399],{"detail":13,"format":13,"mode":14,"style":15,"text":400,"type":17,"version":18},"常见问题",{"children":402,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":405},[403],{"detail":13,"format":13,"mode":14,"style":15,"text":404,"type":17,"version":18},"TikTok 应用安装广告系列该选哪个目标？","h3",{"children":407,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[408],{"detail":13,"format":13,"mode":14,"style":15,"text":409,"type":17,"version":18},"选择「应用推广」目标，再选「应用安装」。同一目标下的另一个选项「应用再营销」面向已经安装了应用的用户。",{"children":411,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":405},[412],{"detail":13,"format":13,"mode":14,"style":15,"text":413,"type":17,"version":18},"投 TikTok 应用安装广告必须接 MMP 吗？",{"children":415,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[416],{"detail":13,"format":13,"mode":14,"style":15,"text":417,"type":17,"version":18},"要统计安装和应用内事件，需要接 MMP 或 TikTok App Events SDK。两者都不接时，TikTok 说明广告管理平台只能统计到应用商店的流量。",{"children":419,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":405},[420],{"detail":13,"format":13,"mode":14,"style":15,"text":421,"type":17,"version":18},"优化目标选安装还是应用内事件？",{"children":423,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[424],{"detail":13,"format":13,"mode":14,"style":15,"text":425,"type":17,"version":18},"按安装优化攒成效更快；按应用内事件优化瞄准的是会完成特定动作的用户，但需要该事件触发得足够频繁才能学习。不少广告主先用安装起量，事件量够了再切到 AEO。",{"children":427,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":405},[428],{"detail":13,"format":13,"mode":14,"style":15,"text":429,"type":17,"version":18},"TikTok 上 iOS 专属广告系列最多能开几个？",{"children":431,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[432],{"detail":13,"format":13,"mode":14,"style":15,"text":433,"type":17,"version":18},"按 TikTok 官方文档，每个 iOS 应用最多 30 个：TikTok 版位 15 个、TikTok Ad Network 版位 15 个。自动版位会两边各占 1 个。","root",{"id":436,"alt":437,"updatedAt":438,"createdAt":438,"url":439,"thumbnailURL":19,"filename":440,"mimeType":441,"filesize":442,"width":19,"height":19},1154,"Smartphone with an app download button linked to funnel, target and analytics icons","2026-09-22T02:23:34.021Z","https://cms-r2.deepclick.com/cover-tiktok-app-install-campaign-1280-2bbc9fd8209e.jpg","cover-tiktok-app-install-campaign-1280-2bbc9fd8209e.jpg","application/octet-stream",65468,{"title":444,"description":445,"image":446},"TikTok 应用安装广告系列搭建指南（2026）","TikTok 应用安装广告系列怎么搭：先接 MMP 或 SDK，再在安装、应用内事件、价值之间选优化目标，处理 iOS 专属广告系列，并看懂与 MMP 的数据差异。",{"id":436,"alt":437,"updatedAt":438,"createdAt":438,"url":439,"thumbnailURL":19,"filename":440,"mimeType":441,"filesize":442,"width":19,"height":19},{"id":18,"key":448,"name":449,"prodHost":450,"testHost":451,"blogPath":452,"docPath":453,"zhPrefix":454,"deployHookTest":455,"deployHookProd":456,"brandAuthor":457,"brandKit":461,"enabled":465,"updatedAt":466,"createdAt":467},"deepclick","DeepClick","https://deepclick.com","https://www-test-deepclick.qiliangjia.one","/resources/blog/{slug}","/docs/{slug}","/zh-CN","https://api.cloudflare.com/client/v4/pages/webhooks/deploy_hooks/60a9adef-153b-4c89-8d07-7118e91e9522","https://api.cloudflare.com/client/v4/pages/webhooks/deploy_hooks/05323321-f694-4ce8-a5af-173c507b8bae",{"id":50,"name":449,"avatar":458,"updatedAt":459,"createdAt":460},25,"2026-04-22T08:09:35.299Z","2026-04-22T06:42:49.116Z",{"logoLight":19,"logoDark":19,"primaryColor":462,"accentColor":463,"tagline":464,"wechatName":19,"xhsHandle":19,"wechatQr":19},"#1a73e8","#ff6600","一次点击，多重价值",true,"2026-08-25T06:40:57.663Z","2026-07-14T06:26:38.962Z","published","tiktok-app-install-campaign",{"id":152,"name":471,"avatar":472,"updatedAt":479,"createdAt":479},"Grace Whitmore",{"id":473,"alt":474,"updatedAt":475,"createdAt":475,"url":476,"thumbnailURL":19,"filename":477,"mimeType":441,"filesize":478,"width":19,"height":19},924,"Grace Whitmore — app compliance editor","2026-07-27T07:17:21.278Z","https://cms-r2.deepclick.com/gpt_1785136442811_0-20e667237702.png","gpt_1785136442811_0-20e667237702.png",1976962,"2026-07-27T07:17:23.388Z",{"id":157,"site":481,"titleZh":483,"titleEn":484,"slug":485,"order":147,"updatedAt":486,"createdAt":487},{"id":18,"key":448,"name":449,"prodHost":450,"testHost":451,"blogPath":452,"docPath":453,"zhPrefix":454,"deployHookTest":455,"deployHookProd":456,"brandAuthor":50,"brandKit":482,"enabled":465,"updatedAt":466,"createdAt":467},{"logoLight":19,"logoDark":19,"primaryColor":462,"accentColor":463,"tagline":464,"wechatName":19,"xhsHandle":19,"wechatQr":19},"技术导航","Tech Guides","tech-guides","2026-04-27T08:37:10.576Z","2026-04-23T02:59:13.436Z","2026-09-22T02:24:34.833Z","2026-09-22T02:24:35.635Z","2026-09-22T02:24:13.783Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>TikTok 应用安装广告系列，就是用「应用推广（App Promotion）」目标、选择「应用安装（App Install）」类型搭建的广告系列，会把用户送到应用商店的下载页。搭建之前，先通过移动归因合作伙伴（MMP）或 TikTok App Events SDK 把应用接好；否则 TikTok 只能统计商店访问，统计不到安装和应用内事件。\u003C/p>\u003Cp>本文按「不返工」的顺序讲搭建：先接归因，再建广告系列、选优化目标、处理 iOS、定预算。内容依据 TikTok Business Help Center 的官方文档；官方没有公布数字的地方，本文不补数字。\u003C/p>\u003Ch2>TikTok 应用安装广告系列是什么\u003C/h2>\u003Cp>TikTok 的「About the App Promotion Objective」文档（2026 年 1 月更新）把应用推广描述为在 TikTok 广告管理平台推广应用的方案，下设两种广告系列类型：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>App Install（应用安装）\u003C/strong>——触达还没安装应用的人。优化目标：点击、安装、应用内事件（AEO）、价值。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>App Retargeting（应用再营销）\u003C/strong>——重新触达已有用户。优化目标：应用内事件（AEO）、价值。\u003C/li>\u003C/ul>\u003Cp>所以在 TikTok 上，「应用安装广告」并不是一个独立目标，而是「应用推广 + 选择应用安装」；你在里面选的优化目标，才决定 TikTok 实际去买什么。\u003C/p>\u003Ch2>搭建之前：先把应用和归因接好\u003C/h2>\u003Cp>这一步决定了广告系列除了点击之外，还能不能朝别的结果优化。\u003C/p>\u003Cp>TikTok 的「Set up app attribution」文档列出了支持的移动归因合作伙伴：Adjust、Airbridge、AppsFlyer、Branch、Kochava、Singular 和 Tenjin；另一条路是接入 TikTok App Events SDK。文档把兜底情况写得很明确：不接第三方服务也能创建应用，但这样 TikTok 广告管理平台只会统计到应用商店的流量，统计不到转化数据。\u003C/p>\u003Cp>落到操作上：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >在事件管理器里用商店链接创建应用，并生成 TikTok App ID——接 MMP、SDK 或 Events API 都需要它。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >选择你的 MMP 并完成对应的合作伙伴配置，或者接入 SDK。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >映射你关心的应用内事件。官方说明不必把推荐事件全部配齐，但只有真正回传上来的事件才能拿来优化。\u003C/li>\u003C/ol>\u003Cp>如果你已经在别的渠道跑应用广告，「先接归因、再投放」的规则同样适用；\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/meta-app-promotion-campaign/\">Meta 应用推广广告系列\u003C/a> 和 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-app-campaigns-guide/\">Google 应用广告系列\u003C/a> 两篇讲了对应步骤。\u003C/p>\u003Ch2>TikTok 应用安装广告系列怎么搭：分步流程\u003C/h2>\u003Cp>TikTok 的「How to use App Promotion」文档（2025 年 10 月更新）给出的流程是：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >登录 TikTok 广告管理平台，点击创建。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >选择「应用推广」目标。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >选择是拉新安装还是再营销已有用户。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >选择你的应用。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >设定目标受众。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >设置预算并选择优化目标。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"7\"\n        >创建并发布广告。\u003C/li>\u003C/ol>\u003Cp>在广告组层，TikTok 的「List of supported ad group settings for the App promotion objective」文档（2025 年 7 月更新）列出了应用安装支持的设置：版位包括 TikTok、Pangle 和 News Feed App（支持 Spark Ads 与非 Spark Ads），定向支持自定义与自动定向、人口属性、自定义受众与相似受众、兴趣与行为、定向扩展和设备定向。三层结构与预算下限的通用规则，见我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/tiktok-ads-manager-guide/\">TikTok 广告管理平台使用指南\u003C/a>。\u003C/p>\u003Ch2>为 TikTok 应用安装广告系列选择优化目标\u003C/h2>\u003Cp>优化目标是整个广告系列里影响最大的选择。上面那篇支持设置文档把每个目标对应的出价方式和计费方式列了出来：\u003C/p>\u003Cdiv class=\"lexical-table-container\">\n        \u003Ctable class=\"lexical-table\" style=\"border-collapse: collapse;\">\n          \u003Ctbody>\u003Ctr class=\"lexical-table-row\">\n        \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 优化目标 \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> TikTok 朝什么优化 \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 出价方式 \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 计费方式 \u003C/p>\n      \u003C/th>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 点击（Click） \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 广告点击 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 该文档未列明 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> CPC \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 安装（Install） \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 应用安装 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Cost Cap、Maximum Delivery \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> oCPM \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 应用内事件（AEO） \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 安装后的特定事件，如注册、购买 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Cost Cap、Maximum Delivery \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> oCPM \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 价值（Value） \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 可能带来更高价值的用户 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Highest Value、minROAS \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> oCPM \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>TikTok 较新的「Available bidding strategies」文档（2026 年 9 月更新）把两种主要策略称为 Target cost per result（目标单次成效成本）和 Maximum Results（最大成效）；较早的文档仍使用 Cost Cap 和 Maximum Delivery 的叫法。\u003C/p>\u003Cp>一个合理的顺序是：应用内事件还稀疏时先用「安装」起量，等你关心的事件触发得足够频繁、系统能学到东西之后，再切到 AEO。「价值」则需要 MMP 或 SDK 把收入数据回传上来。\u003C/p>\u003Ch2>iOS：专属广告系列与 SKAN\u003C/h2>\u003Cp>iOS 的安装广告玩法不同。TikTok 的「How to create an iOS 14.5+ dedicated campaign」文档写明：只有在你的 MMP 支持 SKAdNetwork 且应用已验证的情况下，才能为 iOS 应用开启专属广告系列。该开关适用于应用推广（应用安装）和商品销售（商品目录）两种目标。\u003C/p>\u003Cp>配额按应用计算。TikTok 的「About iOS14 or higher Dedicated Campaign Quota Updates」文档（2026 年 9 月更新）规定每个 iOS 应用最多 30 个专属广告系列：TikTok 版位最多 15 个，TikTok Ad Network 版位最多 15 个。使用自动版位的广告系列会同时占用两边各 1 个名额。拆分测试最多可包含 2 个专属广告系列，同样计入配额。\u003C/p>\u003Cp>所以 iOS 广告系列要围绕这个配额来规划，而不是每个测试想法都单开一个。\u003C/p>\u003Ch2>预算与学习期\u003C/h2>\u003Cp>应用推广广告系列遵循与其他 TikTok 广告系列相同的预算规则。TikTok 预算文档规定：日预算在广告系列层须高于 50 美元，广告组层须高于 20 美元。TikTok 的「About Learning Phase」文档（2026 年 6 月更新）说明：波动通常在约 25 个成效或 7 天后开始下降，并建议在此期间避免暂停、避免会重新触发学习期的编辑、避免不合理的预算或素材数量。\u003C/p>\u003Cp>放到「安装 vs AEO」的选择上：越深的事件越稀少，同样预算下攒够成效需要更久。这是一个要想清楚再定的取舍，不是投到一半随手切换的开关。\u003C/p>\u003Ch2>为什么 TikTok 和 MMP 的数据对不上\u003C/h2>\u003Cp>广告管理平台和 MMP 之间出现差异是正常的。TikTok 关于两者报表差异的文档（2025 年 2 月更新）列出的主要原因包括：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >MMP 通常按事件发生的时间计转化，而 TikTok 默认列按展示或点击的时间计。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >对比前日期范围和时区必须一致。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >不要拿 MMP 的跨渠道总数去比 TikTok 单渠道的数字。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >归因模型和归因窗口需要对齐。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >安装和应用内事件的埋点与映射必须一致。\u003C/li>\u003C/ul>\u003Cp>iOS 方面，TikTok 专属广告系列的报表基于 SKAN，与 MMP 的差距可能更大。底层机制见我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/mobile-ad-attribution-guide-2026/\">移动广告归因指南\u003C/a>。\u003C/p>\u003Ch2>DeepClick 在哪一环发挥作用\u003C/h2>\u003Cp>应用安装广告系列的终点是商店页，而从点击到安装之间，往往正是流失发生的地方：跳转慢、部分设备上路径失效、低质量流量进到商店页。DeepClick 服务在 TikTok 与 Meta 上投放应用的广告主，处理的正是点击之后这一层。\u003C/p>\u003Ch2>常见问题\u003C/h2>\u003Ch3>TikTok 应用安装广告系列该选哪个目标？\u003C/h3>\u003Cp>选择「应用推广」目标，再选「应用安装」。同一目标下的另一个选项「应用再营销」面向已经安装了应用的用户。\u003C/p>\u003Ch3>投 TikTok 应用安装广告必须接 MMP 吗？\u003C/h3>\u003Cp>要统计安装和应用内事件，需要接 MMP 或 TikTok App Events SDK。两者都不接时，TikTok 说明广告管理平台只能统计到应用商店的流量。\u003C/p>\u003Ch3>优化目标选安装还是应用内事件？\u003C/h3>\u003Cp>按安装优化攒成效更快；按应用内事件优化瞄准的是会完成特定动作的用户，但需要该事件触发得足够频繁才能学习。不少广告主先用安装起量，事件量够了再切到 AEO。\u003C/p>\u003Ch3>TikTok 上 iOS 专属广告系列最多能开几个？\u003C/h3>\u003Cp>按 TikTok 官方文档，每个 iOS 应用最多 30 个：TikTok 版位 15 个、TikTok Ad Network 版位 15 个。自动版位会两边各占 1 个。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/tiktok-app-install-campaign",{"zh-CN":469,"en":469},[495],{"id":88,"title":496,"site":497,"image":499,"mobileImage":509,"targetUrl":518,"enabled":465,"postDateFrom":519,"postDateTo":520,"updatedAt":521,"createdAt":522},"2026.10.20 Jakarta summit (deepclick)",{"id":18,"key":448,"name":449,"prodHost":450,"testHost":451,"blogPath":452,"docPath":453,"zhPrefix":454,"deployHookTest":455,"deployHookProd":456,"brandAuthor":50,"brandKit":498,"enabled":465,"updatedAt":466,"createdAt":467},{"logoLight":19,"logoDark":19,"primaryColor":462,"accentColor":463,"tagline":464,"wechatName":19,"xhsHandle":19,"wechatQr":19},{"id":500,"alt":501,"updatedAt":502,"createdAt":502,"url":503,"thumbnailURL":19,"filename":504,"mimeType":505,"filesize":506,"width":507,"height":508},1069,"TrafficTalking Jakarta summit 2026.10.20 (zh)","2026-09-04T10:44:19.548Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-zh-aa032503f69b.png","traffictalking-jakarta-banner-zh-aa032503f69b.png","image/png",1128551,2000,377,{"id":510,"alt":511,"updatedAt":512,"createdAt":512,"url":513,"thumbnailURL":19,"filename":514,"mimeType":505,"filesize":515,"width":516,"height":517},1071,"TrafficTalking Jakarta summit 2026.10.20 (mobile-zh)","2026-09-04T10:44:29.391Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-mobile-zh-372fe26c1a2d.png","traffictalking-jakarta-banner-mobile-zh-372fe26c1a2d.png",649961,1200,400,"https://luma.com/g4tnhetc","2026-09-03T00:00:00.000Z","2026-10-04T00:00:00.000Z","2026-09-22T01:42:15.402Z","2026-09-04T10:45:03.031Z",1790044076058]