What’s TikTok’s Attribution Manager & How Can Advertisers Use It?

TikTok simply introduced a brand new function in its Advertisements Supervisor platform, which permits advertisers to customise their attribution window for higher monitoring and efficiency.

Let’s break down how the attribution supervisor works, find out how to entry it, and the advantages of utilizing it.

Breaking Down Key Attribution Phrases

Earlier than we get into this new TikTok function, let’s first get a refresher on some key phrases:

Attribution – A reporting technique that enables advertisers to know the trail customers are taking after clicking or viewing an advert.

Attribution window – The time between when a consumer clicks or views an advert and after they convert.

Conversion – The specified motion taken by a focused consumer, resembling visiting an internet site or making a purchase order.

Now that we’ve got the fundamentals down, let’s dive into TikTok’s new attribution supervisor.

Understanding TikTok’s Attribution Supervisor

On the subject of advert campaigns, no two are the identical. The aim for one could also be to extend purchases for a selected product whereas for an additional, it could be to lift model consciousness.

Manufacturers may have contrasting conversion journeys based mostly on their industries.

With that in thoughts, TikTok launched personalized attribution home windows to allow advertisers – these utilizing the TikTok Pixel or Net Occasions API – to extra precisely monitor efficiency and assess marketing campaign outcomes.

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The default setting is a seven-day click on and one-day view window. Because of this a consumer should convert inside seven days of clicking an advert or 24 hours of viewing an advert for the conversion to register inside TikTok’s advert supervisor.

Advertisers can now set totally different home windows:

• 1, 7, 14, 28 days for clickthrough attribution
• Off, 1, 7 days for viewthrough attribution

When is it beneficial to select a one-day versus 28-day attribution window? All of it is determined by the objectives of your marketing campaign, the trade you’re in, and anticipated consumer consideration durations.

Say you’re a B2B software program firm with an advert marketing campaign to transform free customers into premium customers. One-day conversions are most likely unlikely given the product. Nevertheless, a 28-day one appears extra lifelike on condition that their explicit trade offers with longer consideration durations.

A jewellery model, alternatively, might go for a 24-hour attribution window when operating a sale.

Professional-tip: Wish to sync your adverts supervisor along with your CRM? Strive Leadsbridge.

The best way to Entry TikTok’s Attribution Supervisor

Now that you just perceive the way it works, right here’s find out how to entry this function inside TikTok’s Advertisements Supervisor.

1. Login to TikTok for Enterprise.

2. Navigate to “Property.”

3. Click on on “Occasions.”

4. Slender all the way down to “Net Occasions.”

5. Choose “Attribution Supervisor.”

Additionally, you will see the choice to customise your attribution window when making a marketing campaign. It ought to present up underneath the “Bidding and Optimization” part.

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This welcome boost to TikTok’s Advertisements Supervisor will arm advertisers with extra dependable knowledge to know their viewers and leverage these insights into motion.