TikTok recently informed the House of Marketers team via email that they will be adopting a self-attribution model for all paid advertisements on their platform. Mobile measurement platforms (MMPs) like AppsFlyer and Adjust were once the only options for brands and advertisers. With the new model, however, you can monitor not only app downloads but also a wide variety of conversion events. TikTok’s new Attribution Manager makes it possible to record and credit purchases made on the platform. This provides brands with deeper understanding of their campaigns’ efficacy. This standardisation also makes the platform competitive with other large SRNs like Facebook and Google.
Review of TikTok’s New Attribution Manager
What TikTok has to say about their new Attribution Manager and becoming an SRN:
You may have seen or heard on AppsFlyer that we are moving to self-attribution…. I felt the need to elaborate a bit:
Just what is shifting here?
To date, TikTok has relied on MMPs to provide us with conversion data, which we then display in TikTok Ads Manager. Therefore, TikTok must be the very last point of contact before the MMP sends us a conversion.
We are underreporting the actual influence TikTok had on your marketing campaigns when compared to all other ad networks, which claim credit if a click/view occurred within their attribution window.
Conversions occurring during the attribution window will now be reported by TikTok Ads Manager. We think this will better demonstrate the impact TikTok has on your conversion targets.
Benefits of attribution manager
There should be more attributed happenings. TikTok Ads Manager is expected to produce more conversions than before because the platform will now take credit for interactions that occur within your attribution window. However, keep in mind that the precise effect will vary from advertiser to advertiser.
We need more inputs to feed into our machine learning services and products. Additionally, our downstream machine learning products for bidding, targeting, and optimization will make use of these enhanced attributed events. In the long run, this should lead to improved efficiency.
Allows for solutions to attribution in the future. By switching to a self-attribution network, you can gain access to more advanced, custom attribution methods. Some features may be released in the near future, while others are still in the works. Products like multi-touch attribution reports and conversion lift studies that prioritise user privacy are available to help you maximise your investment in TikTok ads.
Plans and sneak peeks
Although precise dates are still being worked out, we hope to begin onboarding a pilot group of advertisers on June 15 and continue the rollout over the following few months.
However, we need early testers who are willing to get their hands dirty with the product and provide constructive criticism as we make the shift. Please let me know if you’re interested so that I can provide you with more details.
TikTok’s Antiquated Attribution Mechanism
One of the most crucial aspects of marketing campaigns is attribution, but it is also one of the trickiest to monitor. If you’re responsible for the marketing budget, you need to know which strategies are producing results and which ones aren’t. Third-party MMPs used by platforms to track attribution can cause complications. The most typical problem is that MMPs under-report attributions. In order for most MMPs to credit TikTok for a conversion, the platform must have been the user’s last point of contact before making a purchase.
When it comes to attribution, TikTok’s new manager is a game-changer
Many of the issues that brands have had with attribution on TikTok will be resolved with the introduction of the new attribution manager. TikTok can now offer more trustworthy data to advertisers thanks to its transition to a self-attributing network model. This means that TikTok will receive credit for a conversion that occurs within the attribution window after a user has seen a TikTok ad, regardless of whether the user is reminded of the ad on another platform.
In light of this, brands will have a much clearer picture of the success of their campaigns on TikTok. TikTok Attribution Manager is expected to increase TikTok-related conversions for advertisers. There is a high probability that this will encourage advertisers to increase their spending on the platform. Even though this is fantastic news for TikTok, it’s also great news for advertisers and brands. For the simple reason that they will have access to even more information about currency conversions.
Any other features of the new TikTok Attribution Manager to look forward to?
TikTok’s new attribution manager will provide brands with more precise conversion data and a number of other advantages. One of the most notable shifts is that marketers can now choose their own attribution periods.
Optimal attribution windows can vary greatly from one product or service to the next. Customers need time to think over their purchases, and that means not everything can be bought on the spur of the moment. Some items, like high-priced jewellery or automobiles, aren’t suited to the convenience of a single-click purchase. Consequently, there are products for which a longer attribution window may be preferable. With the help of TikTok’s new attribution manager, businesses can choose their own attribution windows based on their own analysis of when their ads are most likely to result in conversions. Conversions that occur within a day may be attributed by some brands. Conversions that occur within a week may be attributed by some, within a month by others, and so on.
As you can see, TikTok’s transition to a self-attribution model is a significant development for the service. This is in direct response to the concerns voiced by many brands regarding the unreliability of attribution data provided by MMPs. Now that the TikTok Attribution Manager has been released, advertisers can have the best of both worlds.