Advertisers Can Now Create Flexible Attribution Windows With TikTok's New Attribution Manager

Source: TikTok

TikTok launched flexible attribution windows for advertisers.

Through a new Attribution Manager tool available in TikTok Ads Manager, advertisers can create customizable attribution windows (the number of days before someone views or clicks an ad and takes an action such as a purchase) for web and app campaigns using the TikTok Pixel or Events API. Advertisers can choose from one to 28-day attribution windows for click-through attribution (CTA) and up to seven days for view-through attribution (VTA).

The Attribution Manager will be a welcome addition to advertisers since it lets them choose the attribution window that best aligns with their business and marketing goals and drive them towards their desired performance. For example, advertisers running campaigns for products or services that have a shorter consumer journey, such as CPG, would likely want to choose a short attribution window, while for products or services that have a longer consumer journey, marketers would want to maximize the attribution window.

TikTok has been beefing up its paid media advertising capabilities in an effort to drive more revenue. To get more advertisers onboard, it recently revealed plans to provide more contextual targeting options. This will help eliminate the impact of Apple’s privacy changes. It also says it will expand the platform’s review tools for ads to help increase brand safety for advertisers.