It’s a fine day to be a digital marketer – TikTok marketers should be up on their toes right now because TikTok had just launched its much-awaited ‘Attribution Manager’ tool. The tool allows advertisers to set custom attribution windows within their TikTok campaigns. The Attribution Manager, which you can access through its Ad Manager platform, enables ad managers to set custom attribution windows for each of their campaigns.
As per TikTok:
“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.”
Managing Attributes
The new tool helps provide more flexibility in measuring the results of your TikTok promotions, with the data then linked to actions taken over a chosen time window after an ad has been viewed. This kind of attribution better enables you to set the most relevant and logical parameters 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.”
To help gauge how much this process might actually improve insight gathering, consider this – by default, TikTok attribution will show you 7-day click and 1-day view data that are all based on either the TikTok Pixel or Event/s API response. This does give you a more accurate read on how people respond to your in-app ads, though there will be limitations to app-tracking because of Apple’s notorious ATT update. Besides this update, TikTok continues to improve its tools on this front too.
Back in April, TikTok launched the capacity to add first-party cookies to its site conversion pixel, enabling advertisers to track site activity and attribute ads across browsers. Meanwhile, TikTok also removed the option for users to opt-out of targeted ads last year, which was a surprising move considering the then-bloating issue regarding general online privacy.
The Wrap
Since this is a new initiative, we don’t have comparable data yet to fully ascertain whether or not the Attribution Manager can really help boost TikTok advertising and marketing efforts. Thus far, TikTok has at least been able to avoid the worst impacts of the ATT update, but there will be a level of reduced data insight, potentially impacting any performance tracking.
Still, these new attribution tools should provide more ways to measure ad response, which could help improve your TikTok ads process. Augmenting the capacity to gather insight is always welcomed, considering how having more insight helps increase both the understanding and optimization of your campaigns.
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