Let’s break down how the attribution manager works, how to access it, and the benefits of using it.
Breaking Down Key Attribution Terms
Before we get into this new TikTok feature, let’s first get a refresher on some key terms:
Attribution – A reporting strategy that allows advertisers to know the path users are taking after clicking or viewing an ad.
Attribution window – The time between when a user clicks or views an ad and when they convert.
Conversion – The desired action taken by a targeted user, such as visiting a website or making a purchase.
Now that we have the basics down, let’s dive into TikTok’s new attribution manager.
Understanding TikTok’s Attribution Manager
When it comes to ad campaigns, no two are the same. The goal for one may be to increase purchases for a particular product while for another, it may be to raise brand awareness.
Brands may also have contrasting conversion journeys based on their industries.
With that in mind, TikTok introduced customized attribution windows to enable advertisers – those using the TikTok Pixel or Web Events API – to more accurately track performance and assess campaign results.
The default setting is a seven-day click and one-day view window. This means that a user must convert within seven days of clicking an ad or 24 hours of viewing an ad for the conversion to register within TikTok’s ad manager.
Advertisers can now set different windows:
- 1, 7, 14, 28 days for clickthrough attribution
- Off, 1, 7 days for viewthrough attribution
When is it valuable to pick a one-day versus 28-day attribution window? It all depends on the goals of your campaign, the industry you’re in, and expected user consideration periods.
Say you’re a B2B software company with an ad campaign to convert free users into premium users. One-day conversions are probably unlikely given the product. However, a 28-day one seems more realistic given that their particular industry deals with longer consideration periods.
A jewelry brand, on the other hand, may opt for a 24-hour attribution window when running a sale.
Pro-tip: Want to sync your ads manager with your CRM? Try Leadsbridge.
How to Access TikTok’s Attribution Manager
Now that you understand how it works, here’s how to access this feature within TikTok’s Ads Manager.
Login to TikTok for Business.
Navigate to “Assets.”
Click on “Events.”
Narrow down to “Web Events.”
Select “Attribution Manager.”
You will also see the option to customize your attribution window when creating a campaign. It should show up under the “Bidding and Optimization” section.
This great addition to TikTok’s Ads Manager will arm advertisers with more reliable data to understand their audience and leverage these insights into action.
Google Core & Product Reviews Update Done, Local Search Ranking Bug Fixed, Search On Event Recap & More
LinkedIn Professionals Share Their Best Unusual LinkedIn Marketing Hack
Twitter Tests New Tweet View Count Display to Better Highlight Content Reach
5 Social Media Advertising Tips to Nail Your Efforts and Get Your Expected Results
This Week on Xbox: Grounded is Here, Upcoming Releases and Much More
Daily Search Forum Recap: September 30, 2022
B2B PPC Experts Give Their Take On Google Search On Announcements
The 21 Best Lead Generation Tools in 2022
UK teen died after ‘negative effects of online content’: coroner
Critically-Acclaimed CRPG Pathfinder: Wrath of the Righteous Comes to Xbox Today
Google Updates Documentation On Meta Descriptions
Explore the Path to Digital Future: Interconnect, Integrate and Innovate
Daily Search Forum Recap: September 5, 2022
Microsoft Advertising Gains Pinterest Import, More Google Imports, & More
Google Again Says Spikes In Crawling Activity Not A Sign Of The Helpful Content Update Rollout
How To Launch Your First Google Ads Remarketing Campaign
The Ultimate Timeline of Google Algorithm Updates (+ Recommendations)
Confusion Over Google Search Console’s HTTPS Is Invalid And Might Prevent It From Being Indexed
7 Tips For Creating Instagram Story Ads That Convert
Google Adds More Options to Manage Ad Assets and Extensions
SEO6 days ago
Here’s How Much You Can Really Make From Affiliate Marketing
SEO7 days ago
Google On Percentage That Represents Duplicate Content
MARKETING6 days ago
How We Increased a Client’s Leads by 384% in Six Months by Focusing on One Topic Cluster [Case Study]
SEO4 days ago
Google Announces 5 Changes Coming To Mobile Search