Ralf Becker

Ralf Becker leads Measurement for the DACH region at TikTok. With more than four years at the company, he is responsible for shaping and scaling the region’s measurement strategy for branding and performance advertisers. Together with his team, he partners with advertisers across industries to help them measure and optimize their investment on the platform through advanced first party solutions and a strong ecosystem of independent third party measurement partners. Incrementality is a core pillar of TikTok’s measurement approach and forms the foundation for quantifying the platform’s true contribution to brand and conversion outcomes. Through continuous testing and close alignment with advertisers, measurement is embedded into campaign planning and execution, providing a robust basis for optimization and future investment decisions.