With current analysis displaying that TikTok marketing campaign conversions are radically under-attributed, because of the limitations of last-click measurement strategies, TikTok’s now working to implement new and improved advert measurement options, which is able to guarantee extra correct reporting of advert marketing campaign efficiency, and sure drive extra TikTok as spend consequently.
The issue with last-click attribution, TikTok says, is that the majority TikTok customers don’t go looking for merchandise immediately, as they’re on the app to be entertained. So they may see an advert for one thing of curiosity in-stream, however then they’ll carry on scrolling, however later, the identical consumer may then go in search of that product. Present advert monitoring strategies don’t have any manner of connecting this exercise to the preliminary advert publicity, which implies TikTok will get no credit score for driving that engagement.
To handle this, TikTok’s already introduced the rollout of recent Attribution Analytics inside TikTok Adverts Supervisor, which is able to assist entrepreneurs hold tabs on extra advert efficiency measures, over longer durations of time.
On one other entrance, TikTok’s additionally making “self-attributing networks (SAN)” a requirement for ad partners, which is able to present one other technique to hyperlink advert response again to TikTok’s measurement system.
The SAN course of primarily matches the consumer ID on file on the advertisers’ finish with conversion knowledge from TikTok, by way of a Cellular Measurement Accomplice (MPP).
As defined by TikTok:
“TikTok’s Self-Attributing Community (SAN) is a brand new, separate MMP community integration that offers advertisers higher visibility into TikTok’s true contribution to app efficiency marketing campaign outcomes. Conversions could be extra precisely acknowledged by TikTok and reported in TikTok Adverts Supervisor, with none affect on current advertiser MMP last attribution evaluation.”
- Anytime somebody downloads and opens an app, the SAN registers a singular consumer ID and app code
- The SAN course of then checks advert exercise, and cross-matches that to the consumer ID
- If there’s a match, the advert response knowledge is shared between the consumer and advertiser, by way of an middleman, offering extra advert response knowledge
So, primarily, it’s a safer manner to offer extra advert exercise knowledge, which is able to allow broader attribution of relative advert campaigns.
Which TikTok is assured is a greater answer, which is why it’s transitioning all advertisers throughout to self-attribution via 2023, with legacy MMP integrations to be deprecated at a later date.
How will that affect you? Effectively, it will depend on your advert setup, and whether or not you’re working with an MMP. TikTok has supplied a full rundown of what these working with MMP’s have to know here, however for normal advertisers, who’re utilizing TikTok advertisements direct, it doesn’t appear to be it would have any affect.
Nevertheless it might be a greater advert monitoring answer. When you’re , you’ll be able to study extra in regards to the technical workings of self-attributing networks here.