TikTok simply introduced a brand new characteristic in its Adverts Supervisor platform, which permits advertisers to customise their attribution window for higher monitoring and efficiency.
Let’s break down how the attribution supervisor works, methods to entry it, and the advantages of utilizing it.
Breaking Down Key Attribution Phrases
Earlier than we get into this new TikTok characteristic, 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 person clicks or views an advert and once they convert.
Conversion – The specified motion taken by a focused person, resembling visiting a web site or making a purchase order.
Now that we have now 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 objective for one could also be to extend purchases for a selected product whereas for an additional, it could be to boost model consciousness.
Manufacturers may have contrasting conversion journeys primarily based on their industries.
With that in thoughts, TikTok launched custom-made 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.
The default setting is a seven-day click on and one-day view window. Because of this a person 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 person 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 in all probability unlikely given the product. Nevertheless, a 28-day one appears extra sensible provided that their specific 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 together with your CRM? Strive Leadsbridge.
Methods to Entry TikTok’s Attribution Supervisor
Now that you simply perceive the way it works, right here’s methods to entry this characteristic inside TikTok’s Adverts Supervisor.
Login to TikTok for Enterprise.
Navigate to “Property.”
Click on on “Occasions.”
Slender all the way down to “Net Occasions.”
Choose “Attribution Supervisor.”
Additionally, you will see the choice to customise your attribution window when making a marketing campaign. It ought to present up below the “Bidding and Optimization” part.
This welcome boost to TikTok’s Adverts Supervisor will arm advertisers with extra dependable knowledge to grasp their viewers and leverage these insights into motion.
