“TikTok delivers tangible value to businesses, inspiring discovery, product research and driving actions. To help showcase the true value of TikTok, we are excited to launch Attribution Analytics to give advertisers a transparent view of their ad impact,” said Ray (Jiayi) Cao, global head of monetization product strategy and operation
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TikTokTikTok users are not only passive viewers but actively engage with content, prompting businesses to consider establishing their presence on the platform. Recently, PYMNTS spoke with Sujatha Mamidibathula, TikTok’s head for small- to medium-sized businesses. She discussed tactics to help smaller businesses navigate and succeed on TikTok.
Now, TikTok is introducing Attribution Analytics within TikTok Ads Manager, aiming to help advertisers assess the effectiveness of their advertising campaigns and gain deeper insights into user behavior on the platform.
Ray (Jiayi) Cao, global head of monetization product strategy and operation at TikTok, highlighted the tangible value TikTok provides to businesses, inspiring discovery, product research, and driving actions. Attribution Analytics will offer advertisers a transparent view of their ad impact.
This move comes as TikTok recognizes the limitations of conventional measurement techniques. A significant 79% of TikTok-induced purchases aren’t captured by standard metrics. Relying solely on click-and-buy metrics undervalues conversions by 73%.
Moreover, post-purchase data shows that 44% of buyers attributing their product awareness to TikTok ads didn’t engage by clicking on the ad within the 28-day attribution window. TikTok Ads Manager’s Attribution Analytics, as a first-party measurement solution, provides a comprehensive perspective of the customer journey, including features like Performance Comparison for customized attribution strategies.
While everyone aims to go viral on TikTok, growth is more likely if brands, retailers, and creators are consistent and authentic. Mamidibathula emphasizes the importance of focusing on community-building, as virality often follows.
Creators and retailers benefit from monitoring metrics to understand what captures users’ attention, discovery, and engagement. TikTok’s algorithm offers the potential for viral moments, but content must be engaging and worthwhile.
Attribution Analytics offers features like Performance Comparison, allowing advertisers to compare conversions over different timeframes and find the best strategy for them. This tool enables in-depth analysis of user actions and their impact on critical metrics like cost per acquisition.
By using this tool, brands and retailers can gain insights beyond current attribution settings, creating a more effective and data-driven marketing strategy.
Brands and retailers should understand that click-based conversions alone may not fully capture TikTok’s impact. According to a TikTok conversion lift meta-study, click attribution undervalues TikTok conversions by 73%. Performance comparison data addresses this issue by monitoring conversions resulting from ad views or clicks, providing a deeper understanding of specific timeframes for these conversions.
Source: PYMNTS
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