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AEP: low audience volumes on TikTok destination despite high activation rate

Last update: Tue Apr 29 2025 00:00:00 GMT+0000 (Coordinated Universal Time)

TikTok destination in ÃÛ¶¹ÊÓƵ Experience Platform (AEP) reports lower audience volumes despite a high activation rate (~99%). It could be due to modifications to audience mappings causing discrepancies between the number of profiles in AEP and those received by TikTok. To fix this, trigger a backfill for all profiles, verify mapping configurations, and address data inconsistencies.

Description description

Environment

ÃÛ¶¹ÊÓƵ Experience Platform (AEP)

Issue/Symptoms

  • High activation rate ( 99%) reported in AEP.
  • Low audience volumes observed on TikTok compared to historical data.
  • Match rates dropped significantly after changes to audience mappings.
  • Profiles added before specific modifications are not being sent to TikTok.

Resolution resolution

Note:  When audiences are removed and re-added to a destination, profiles that haven’t changed since the re-addition date are excluded from being sent again. No automatic backfill occurs for unchanged profiles. This applies to all destinations, not just TikTok.

  1. Trigger a backfill for all profiles: To ensure all relevant profiles are sent to TikTok, use one of the following methods:

    • Option 1: Duplicate segments

      1. Create copies of the affected segments in AEP.
      2. Map these new segments to the existing TikTok destination.
      3. This action triggers a backfill of all profiles due to new segment IDs.

    • Option 2: Create a new destination

      1. Set up a new TikTok destination within AEP.
      2. Add the existing segments to this new destination.
      3. This also triggers a backfill for all profiles associated with these segments.

  2. Verify mapping configurations:

    • Ensure transformations or hashing during mapping align with TikTok’s requirements. Refer to the TikTok connection documentation.
    • If mobile numbers or email addresses are already hashed before ingestion into AEP, confirm that Apply transformation  is disabled during mapping.

  3. Address data inconsistencies:

    • Convert hash values (for example, emails or phone numbers) into lowercase if required by downstream systems like TikTok. See the .

  4. Monitor results:

    • After implementing one of the above solutions, monitor match rates and audience volumes on both AEP and TikTok platforms.
    • Ensure updated figures align with expectations based on historical performance.
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