#3: TikTok Attribution Analysis
Posted: Sun Jan 19, 2025 9:46 am
Our take: Because TikTok is typically a discovery platform, accurately tracking view-through attribution is challenging—many users see ads but don’t convert immediately. This results in a discrepancy between TikTok’s broad reach and detectable conversions.
TikTok’s initial version of attribution analytics allows advertisers to finland b2b leads compare conversion events across different click and view attribution windows. This helps determine the best settings to capture conversions that may occur later. TikTok is also working with more third-party partners like No Commerce to conduct post-purchase surveys to collect first-party data on the purchase journey. Research shows that a large portion of conversions that users attribute to TikTok are missing from the standard last-click model.
Overall, speakers emphasized using TikTok’s attribution tools as well as third-party solutions to integrate data to more accurately understand TikTok’s ad performance. This is becoming increasingly important as some demographics now show TikTok has higher search volume than Google, highlighting the need to better understand the platform’s influence in the purchase process.
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TikTok’s initial version of attribution analytics allows advertisers to finland b2b leads compare conversion events across different click and view attribution windows. This helps determine the best settings to capture conversions that may occur later. TikTok is also working with more third-party partners like No Commerce to conduct post-purchase surveys to collect first-party data on the purchase journey. Research shows that a large portion of conversions that users attribute to TikTok are missing from the standard last-click model.
Overall, speakers emphasized using TikTok’s attribution tools as well as third-party solutions to integrate data to more accurately understand TikTok’s ad performance. This is becoming increasingly important as some demographics now show TikTok has higher search volume than Google, highlighting the need to better understand the platform’s influence in the purchase process.
Ready to supercharge your marketing strategy?
social media marketing world
When you attend Social Media Marketing World, you'll receive professional training from your friends at Social Media Examiner and an unparalleled conference experience.
Expand your reach, dramatically increase your engagement, and increase your sales. Be the marketing hero your company or clients need!