TikTok simply introduced a brand new function 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, learn how to entry it, and the advantages of utilizing it.
Breaking Down Key Attribution Phrases
Earlier than we get into this new TikTok function, 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 after they convert.
Conversion – The specified motion taken by a focused person, comparable to visiting a web site or making a purchase order.
Now that we’ve 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 might also have contrasting conversion journeys primarily based on their industries.
With that in thoughts, TikTok launched personalized attribution home windows to allow advertisers – these utilizing the TikTok Pixel or Internet Occasions API – to extra precisely observe 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 completely different home windows:
- 1, 7, 14, 28 days for clickthrough attribution
- Off, 1, 7 days for viewthrough attribution
When is it helpful to choose a one-day versus 28-day attribution window? All of it relies on the targets of your marketing campaign, the business 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 most likely unlikely given the product. Nevertheless, a 28-day one appears extra real looking provided that their specific business offers with longer consideration durations.
A jewellery model, alternatively, might go for a 24-hour attribution window when working a sale.
Professional-tip: Wish to sync your adverts supervisor together with your CRM? Attempt Leadsbridge.
How you can Entry TikTok’s Attribution Supervisor
Now that you simply perceive the way it works, right here’s learn how to entry this function inside TikTok’s Adverts Supervisor.
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Login to TikTok for Enterprise.
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Navigate to “Belongings.”
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Click on on “Occasions.”
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Slender all the way down to “Internet Occasions.”
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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 addition to TikTok’s Adverts Supervisor will arm advertisers with extra dependable information to grasp their viewers and leverage these insights into motion.
