Options:
- Determines advertiser account quality
- Predicts the likelihood a user will take the desired action (click, convert) after seeing the ad
- Sets the minimum bid price
- Measures past campaign performance only
✅ Correct Answer: B — Predicts the likelihood a user will take the desired action after seeing the ad
Estimated Action Rate (eCTR/eCVR) is TikTok’s prediction of how likely a specific user is to complete the optimization goal. Combined with bid and ad quality, it determines which ad wins each auction.
