TikTok marketers rejoice: Today, TikTok launched its new Attribution Manager tool, which allows 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, allows ad managers to set custom attribution windows on each of their campaigns.
“For web and app campaigns, TikTok Attribution Manager allows marketers to select a specific time period to measure success: the click-through window (CTA) can range from one day to 28 days, while the options for the window of attribution of views (VTA) vary from off to seven days.”
That gives you more flexibility in measuring the results of your TikTok promotions, with the data then tied to actions taken over a chosen period of time after the ad was exposed, allowing you to better set the parameters that make the most sense for each. impulse.
“For example, a marketer of a major brand may look at immediate views and clicks as key campaign metrics when building brand awareness, while an automobile brand may expect a longer consideration cycle from a potential customer. .”
TikTok Attribution will, by default, show you 7-day click data and 1-day views, based on tiktok pixel me Event API Response. That will give you more accurate information about how people respond to your in-app ads, though there will be some limitations based on in-app tracking, with Apple’s ATT update giving users the ability to opt out of tools. Tracking within the app. which could affect perception.
Although TikTok is also improving its tools on this front.
back in april, TikTok launched the ability to add first-party cookies to its site conversion pixel, allowing advertisers to track site activity and attribute ads across browsers, while TikTok has also removed the option for users to opt out of receiving ads. directed last year.
Until now, TikTok has apparently been able to avoid the worst impacts of ATT, but there will be a reduced level of data insight, which will affect any performance tracking.
But still, these new attribution tools will provide more ways to measure response to ads, which could help improve your TikTok ad process, both in understanding and optimizing your campaigns.
You can find the new Attribution Manager in the “Assets” section of TikTokm Ads Manager; more information here.
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