TikTok simply introduced a brand new function in its Advertisements 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 best way 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 once they convert.
Conversion – The specified motion taken by a focused person, akin to visiting an internet site or making a purchase order.
Now that we have now the fundamentals down, let’s dive into TikTok’s new attribution supervisor.
Understanding TikTok’s Attribution Supervisor
In relation to advert campaigns, no two are the identical. The purpose for one could also be to extend purchases for a specific product whereas for one more, it might be to lift model consciousness.
Manufacturers may additionally 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.
The default setting is a seven-day click on and one-day view window. Which means that 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 totally different home windows:
- 1, 7, 14, 28 days for clickthrough attribution
- Off, 1, 7 days for viewthrough attribution
When is it helpful to select 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 intervals.
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 sensible on condition that their specific business offers with longer consideration intervals.
A jewellery model, alternatively, could go for a 24-hour attribution window when operating a sale.
Professional-tip: Wish to sync your advertisements supervisor along with your CRM? Strive Leadsbridge.
Entry TikTok’s Attribution Supervisor
Now that you just perceive the way it works, right here’s the best way to entry this function inside TikTok’s Advertisements Supervisor.
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Login to TikTok for Enterprise.
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Navigate to “Property.”
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Click on on “Occasions.”
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Slim all the way down to “Net 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 underneath the “Bidding and Optimization” part.
This welcome addition to TikTok’s Advertisements Supervisor will arm advertisers with extra dependable information to know their viewers and leverage these insights into motion.
