In brief
The Lead generation objective is used to collect contacts: through an Instant Form filled in within TikTok, through a form on your website, or by starting conversations (WhatsApp, Messenger, TikTok direct messages).
Why it matters
A form inside TikTok is often simpler for the user: fewer drop-offs. But you must respect data protection: users must know what you do with their information.
The steps
- Choose the Lead generation objective. The tool offers to turn on Smart+ (automatic settings) or to turn it off to set everything by hand.
- In the ad group, choose the optimization goal: leads, on-site engagement, conversations or click, and the optimization locations (website, Instant Form).
- In the ad, create the Instant Form: a title, the requested fields (name, email…) and the privacy policy URL.
- Check the preview, then publish.
- Track contacts in the Leads Center.
Pitfalls to avoid
- Asking for too many fields: the completion rate drops.
- Forgetting the privacy policy: the form can’t be approved.
- Not following up with contacts quickly: their interest fades fast.
Frequently asked questions
TikTok form or website? The Instant Form often converts better; the website lets you qualify leads better.
What should you collect? Only what’s strictly necessary (first name, email or phone).
Key takeaways
- Three routes: Instant Form, website, conversations.
- Few fields, privacy policy mandatory.
- Contacts are found in the Leads Center.
Practice in TRIALO
Create a Lead generation campaign: the editor requires a form title and the privacy policy URL before you can publish.