TikTok marketers rejoice – today, TikTok has released its new Attribution Manager tool, which enables advertisers to set custom attribution windows within TikTok campaigns.
As you can see in this example, TikTok’s Attribution Manager, which is available within its Ads Manager platform, enables ad managers to set custom attribution windows on each of their campaigns.
“For web and app campaigns, TikTok Attribution Manager enables marketers to select a specific time period to measure success: the click-through attribution (CTA) window can range from one day to 28 days, while view-through attribution (VTA) window options range from off to up to seven days.”
That provides more flexibility in measuring the results of your TikTok promotions, with the data then linked to actions taken over a chosen window of time after ad exposure, which will better enable you to set the parameters that make the most sense for each push.
“For example, a major brand marketer may look at views and immediate clicks as key campaign indicators when building brand awareness, while an auto brand might expect a longer consideration cycle from a prospective customer.”
TikTok attribution, by default, will show you 7-day click and 1-day view data, based on TikTok Pixel and/or Events API response. That will give you more accurate info on how people respond to your ads in the app – though there will be some limitations based on in-app tracking, with Apple’s ATT update giving users the capacity to opt-out of in-app tracking tools, which could impact insight.
Though TikTok is also improving its tools on this front too.