TikTok advertisers can now set custom attribution windows

Marketers running ads on TikTok can now optimize their campaigns with flexible attribution windows ranging from one day to 28 days.

An “attribution window” refers to the time it takes for a customer to take action after clicking or seeing an ad.

Some conversions happen immediately, while others require multiple touchpoints before a customer is convinced to make a purchase.

A customizable attribution window allows marketers to optimize campaigns based on their individual goals.

A business may only want to measure clicks that lead directly to sales, in which case a one-day attribution window is most appropriate.

Another business may expect their customers to think about the purchase for several days before converting, in which case a seven-day attribution window is more appropriate.

With TikTok Attribution Manager, you can select a specific time period to measure the success of click-to-click attribution (CTA) and view-to-view attribution (VTA). Here’s how it works.

TikTok Attribution Manager

TikTok Attribution Manager is a new tool found in TikTok Ads Manager under the Assets menu.

For web and app campaigns, the CTA window can be anywhere from one day to 28 days, while the VTA can be up to seven days.

Advertisers can choose from the following options:

  • call to action: 1, 7, 14, 28 days
  • VAT: off, 1 and 7 days

If you choose a CTA window of 14 days, for example, a customer has two weeks to convert in order for the action to be registered in TikTok Ads Manager.

TikTok Pixel and Web Event API advertisers don’t have the same flexibility, however, as they will default to a seven-day CTA and a one-day VTA.

What is the ideal attribution window?

The best attribution window for your campaigns depends on the products or services you’re promoting and the action you want customers to take.

If you know that your customer’s conversion journey typically takes a while, an extended attribution window is highly recommended.

When is TikTok Attribution Manager available?

Attribution Manager is now available in TikTok Ads Manager and will soon be available to advertisers running web campaigns using the TikTok Pixel or Events API.

App promotion campaigns will get this feature when TikTok Ads Manager switches to a self-attribution model, which is expected to happen at a later date.


Source: ICT Tac
Feature image: Jirapong Manustrong/Shutterstock

Lance B. Holton