- TikTok in a series of blog posts announced several recent measurement capabilities which can be intended to assist advertisers higher track if campaigns lead to conversions.
- The app’s Ads Manager is integrating a first-party solution called Attribution Analytics that goals to color a clearer picture of the non-linear path to buy, including in the course of the awareness, discovery and motion phases of the shopper journey. The product launches with a feature called Performance Comparison that lets advertisers view side-by-side comparisons of conversions during different attribution windows.
- TikTok can also be shifting to what it calls a Self-Attributing Network (SAN), with the goal of providing richer insights beyond metrics shared by existing mobile measurement partners (MMPs). TikTok’s expansion of its measurement suite follows the recent launch of a long-anticipated e-commerce hub within the U.S. and as marketers ramp up spending for the vacations.
TikTok has long touted its ability to show products into viral sensations, embodied in a “TikTok Made Me Buy It” mantra. Now, the ByteDance-owned firm is trying to offer advertisers with more concrete ways to evaluate their campaign’s influence over purchases and other actions beyond entrenched forms of click-based measurement.
TikTok also wants to emphasise that it functions in a different way than other sites, like Amazon, where the user is expressly visiting for the aim of browsing and buying products. A TikTok viewer won’t immediately jump to a brand’s website after seeing an ad because they’re still scrolling through the algorithmic video feed. So while TikTok can drive shopping trends, and holds particular sway early within the purchasing journey, which may not all the time be apparent when taking a look at current attribution models — or no less than, that’s TikTok’s argument.
“Click-based measurement makes more sense in an environment where the user is actively trying to find a product and is already one click away from a purchase order,” the corporate said in a blog post. “However, it severely under-attributes platforms like TikTok where users are immersed in a gentle stream of content and have interaction with brands or discover products while being entertained.”
While TikTok’s use of data within the U.S. stays a hot button topic, this recent expansion of data-related services follows the news that the corporate and the U.S. government have resumed negotiations over the app’s ability to operate here.
Post-purchase survey data indicates 79% of conversions attributed to TikTok by users were absent from last-click attribution methods available on the market, the corporate said in a blog post. Among buyers who heard of a product from a TikTok ad, 44% didn’t click on the ad in query, per a 28-day attribution window. In total, TikTok estimates that conversions on its platform are undervalued by as much as 73% based on click-and-buy metrics.
To address these gaps, TikTok is promoting a first-party Attribution Analytics solution and Performance Comparison tool. Performance Comparison visualizes different attribution windows and the variance in ends in areas like content views and whether the shopper added a product to their cart, initiated a checkout or accomplished a purchase order.
In enabling brands to investigate side-by-side comparisons over time, TikTok believes it may well aid advertisers in realizing stronger attribution strategies. The solution also extends visibility beyond TikTok Ad Manager’s existing seven-day click and one-day view attribution windows, which the platform said could help categories like automotive, where the trail to buy tends to be longer, less linear and fewer impulse-driven.
TikTok at the identical time is encouraging brands to affix its SAN, now in beta. SAN is a separate MMP network integration that TikTok said can pinpoint conversions and other campaign outcomes more effectively than legacy MMPs. TikTok will begin winding down non-SAN MMP integrations within the spring of 2024, though advertisers can proceed using those solutions for cross-channel reporting.
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