Tracking Full-Funnel Impact Using TikTok's Attribution Tool
Measuring the full-funnel impact of your TikTok marketing campaign... it sounds like the dream right?!
Ask any marketer and they’ll tell you the same thing. One of the most challenging aspects when it comes to driving conversions isn’t necessarily the creative.
Instead, it’s the ability to directly track conversions - vanity metrics give a good indication but they don’t show the full scale of the full-funnel impact.
Did you know: TikTok has found that click attribution undervalues TikTok conversions by 73%…
The reason? Click attribution only counts if the user purchases directly after seeing the ad. But as we all know, users often delay making a purchase, and instead ‘favourite’ or ‘save’ the product for a later date. It’s not always a simple purchase journey - TikTok is often the starting point for brand discovery.
But this is about to change. TikTok has recently revealed its new attribution tool, set out to revolutionise the reporting process.
They’ve introduced a more holistic reporting that gives marketers more visibility into ad impact. Here’s how it’s changed:
1) Longer attribution windows
You can now find out the full extent of conversions from your campaign report by creating a longer timeframe to measure results. TikTok provides click-through attribution windows of 1-day, 7-day, 14-day, and 28-day durations; we’d recommend opting for the 28-day window to gather the maximum amount of data.
A top tip from TikTok? Give every campaign an ample amount of time before implementing change, as this approach frequently results in performance fluctuations.
2) A new integration called Self Attribution Network (SAN)
Brands are now able to view all conversions driven by TikTok, with the new integration giving access to Engaged View-Through Attribution (EVTA), a new attribution touch-point in TikTok Ads Manager based on 6-second video views.
3) Performance Comparison under Attribution Analytics
As we’ve seen so far, click-based reporting efforts just don’t show the whole picture. Using the performance comparison tool will allow you to report directly on the conversion metrics, revealing the purchase time after viewing an ad. This is a really powerful tool to find out the real impact of your campaigns.
… To summarise:
These tools have the potential to revolutionise your full-funnel campaign reporting and show the true impact of your ads.
Whilst there will still be a percentage of conversions that are made outside of the measurement period, it’s a fantastic development for brands to gather a full picture of the long term return on ad spend (ROAS) and cost per acquisition (CPA).
References:
https://ads.tiktok.com/help/article/about-attribution-analytics-performance-comparison?lang=en
