Social Media

TikTok Advertisers Can Now Set Custom Attribution Windows

Marketers who run ads on TikTok can now optimize their campaigns with flexible referral windows ranging from 1 to 28 days.

Referral period refers to the time it takes for a customer to take an action after clicking or viewing an ad.

Some conversions happen instantly, while others require multiple touch points before convincing a customer to make a purchase.

A customizable referral window allows marketers to optimize campaigns for their individual goals.

Only one business may want to measure clicks that lead directly to sales, in which case a one-day referral period would be most appropriate.

Another business might expect its customers to consider a purchase for several days before converting, in which case a seven-day referral period would be more appropriate.

With the TikTok Attribution Manager, you can set a specific time period to measure success for both Attribute Clicks (CTA) and View Activity Attribution (VTA). Here’s how it works.

TikTok Attribution Manager

TikTok Attribution Manager is a new tool that lives inside the TikTok Ads Manager under the Assets menu.

For web and app campaigns, a CTA can range from one to 28 days, while a VTA can be up to seven days.

Advertisers can choose from the following options:

  • CTA: 1, 7, 14, 28 days
  • VTA: off, 1 and 7 on

If you choose a 14-day CTA window, for example, the customer will have two weeks to convert until the action is recorded in the TikTok Ads Manager.

TikTok Pixel and Web Event API advertisers aren’t given the same flexibility, though, since they’ll default to a seven-day CTA and a one-day VTA.

What is the ideal window of attribution?

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

If you know that your customers conversion journey usually takes some time, then an extended referral period is highly recommended.

When is the TikTok Attribution Manager available?

Referral Manager is now available in TikTok Ads Manager, and will soon be available for advertisers running campaigns on the web using the TikTok Pixel or Events API.

App promotion campaigns will get this feature when TikTok Ads Manager moves to the self-attribute model, which is said to happen at a later date.

Source: Tik Tok
Featured image: Jirapong Manustrong/Shutterstock

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