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I’m pulling data into Google Sheets from TikTok using Supermetrics to see data for a brand awareness campaign we’re running. I’ve pulled in every metric in the “Video” section here, except for engaged views: https://docs.supermetrics.com/docs/tiktok-ads-fields#video

Some really high numbers are jumping out at me. For example, for a 6 second video that has only 26,000 impressions so far with a reach of 12,000, the Supermetrics column “Avg watch time per person” is 3759, suggesting the average person has watched this video over 625 times. When I pulled in the column “Average play time per user” into Ads Manager, it gave me a figure of 1.89, which is equal to 11.34 seconds, not 3759.

I realise this is listed as an estimated metric, but how can it be so completely different? There are a few instances of this in my report and I’m hesitating to show it to stakeholders at all because it looks so absurd.

Also looks like reach is coming in double what’s shown in Ads Manager, even though ALLOW_SUM_UNIQUE is included in the query - again, this is listed as an estimated metric, but not sure why the number shown is 100% higher than Ads Manager.

Hi ​@larissag,

Thank you for the detailed report. We understand why these discrepancies are concerning, and we want to help you get to the bottom of this.

The issues with "Avg watch time" and "Reach" are unusual. While ALLOW_SUM_UNIQUE is meant for enabling variations for that one, the extreme watch time value suggest something else is affecting the data pull.

To investigate, our technical support team will need to look at your specific setup.
Could you please:

  1. Create a support ticket here: hub.supermetrics.com/support
  2. Share a view-only link to your Google Sheet to supportfileshare@supermetrics.com , make the SupermetricsQueries tab visible, and include the ticket link.

Please reference this community thread. This will give our team the context to diagnose the root cause.

Kind regards, Mike

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