June 29, 2022

TikTok Ads Manager has launched an Attribution Manager tool that allows marketers to customise conversion attribution timeframes to track campaigns more accurately in line with your marketing goals.

Attribution is used to better understand the buyer cycle of your product or service. While some products are advertised with the intent of a one-click-buy cycle, others have a longer process of consideration, meaning the marketer needs to attribute the conversion to a number of factors in the marketing journey.

The TikTok Attribution Window allows you to do this. This tool allows marketers to be flexible on the length of their attribution window based on what their campaign objectives are.

Attribution as explained by TikTok: “Within Attribution Manager, TikTok Pixel and Web Event API advertisers will be defaulted to 7-day click and 1-day view. This means that for ad clicks, users have 7 days to convert in order for it to be shown in TikTok Ads Manager; similarly, for views, users have 24 hours to convert from the time when the ad is viewed.”

However, using the Attribution Manager, the user will now have the following options available to match the window that best suits their objectives:

  • Click-through (CTA): 1, 7, 14, 28 days
  • View-through (VTA): off, 1, 7 days

In the announcement, TikTok also explained the best way to get the most out of the new attribution manager tool: “When choosing the best attribution window for your campaigns, consider the nature of the product or services you’re promoting, and the primary actions you want to trigger.

  • For a retail brand running a seasonal sales promotion campaign, a 7-day click and 1-day view attribution window might make sense by allowing time for customer consideration to take place before converting.
  • For higher-involvement products or services where the customer may need more time to research before converting, it is important to review your attribution windows. If your conversion journey takes some time, we highly recommend extending your attribution windows beyond 7 days for click-through conversions and beyond 1 day for view-through conversions, in order to gain a more in-depth view of your campaign’s effectiveness and customer actions over time.”

While TikTok is predominantly known to marketers as a way to generate incredibly high levels of organic reach, it is wise to remember that the platform generates over 1 billion monthly users. With clear efforts such as the attribution manager being added to improve paid marketing functionality, now is a good time to consider how to best use TikTok ads to complement your organic strategy and generate results.

About the author 

Sam King

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