"Discovery does not mean clicks," says TikTok as it shares latest insights based on how people are using its app. The social media company is letting advertisers know that current ad measurement solutions are
failing to capture a significant percentage of purchases driven by its
platform.
After collaborating with external researchers, TikTok
discovered that last-click attribution undervalues its conversions by 73%, and
79% of the purchases are not even reported through commonly prevalent attribution
methods.
So, what does actually report accurate campaign outcomes? According
to TikTok, view-through and click-through
attribution can provide more accurate data and assist advertisers in moving their
ads through the learning phase quicker. Moreover, advertisers may also need to
try a variety of approaches before finding the one that is most suitable to their
campaign. In other words, different levels of data insight could help inform
their ad strategies.
The click-through attribution windows that TikTok offers
are: 1-day, 7-day, 14-day and 28-day, and it is worth noting that longer
attribution windows capture more events in campaign reporting. No view-through
attribution options include 1-day and 7-day.
TikTok also has a Performance Comparison tool that shows and
compares real world overviews of using different attribution measurements. The company
also advises advertisers to refrain from making changes to their ads before
sufficient measurement time has passed. This is because campaign performance
improves with time as more attributed events are captured, therefore frequent
changes before a certain period of time can lead to fluctuations in performance.
In a nutshell, if you are an advertiser on TikTok looking
for accurate insights into how your ads are driving audience response, you may
want to rely on attribution measurement methods other than traditional ones.
