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

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, the way 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 permits 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 after they convert.

Conversion – The specified motion taken by a focused person, corresponding to visiting a web 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

With regards to advert campaigns, no two are the identical. The objective for one could also be to extend purchases for a specific product whereas for one more, it could be to lift model consciousness.

Manufacturers can also 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 observe 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 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 completely different home windows:

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

When is it invaluable to select a one-day versus 28-day attribution window? All of it relies on 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 life like provided that their specific trade offers with longer consideration durations.

A jewellery model, then again, could go for a 24-hour attribution window when operating a sale.

Professional-tip: Wish to sync your advertisements supervisor together with your CRM? Attempt Leadsbridge.

Tips on how to Entry TikTok’s Attribution Supervisor

Now that you simply perceive the way it works, right here’s the way to entry this characteristic inside TikTok’s Adverts Supervisor.

1. Login to TikTok for Enterprise.

2. Navigate to “Property.”

3. Click on on “Occasions.”

4. Slender right 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 beneath the “Bidding and Optimization” part.

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This welcome addition to TikTok’s Adverts Supervisor will arm advertisers with extra dependable knowledge to grasp their viewers and leverage these insights into motion.