TikTok enhances mobile measurement framework for app advertisers

TikTok is enhancing its ad measurement capabilities with the introduction of the “Engaged View-Through Attribution” (EVTA) metric. This new measurement will focus on conversions that occur after a user views an ad for at least six seconds without clicking and later converts within seven days. 

The EVTA metric, combined with other recently introduced options like Self Attributing Network (SAN), aims to offer more comprehensive insights into ad response, engagement, and the effectiveness of TikTok promotions in driving conversions. 

“It’s not always a simple click-and-convert scenario when a user views an ad on TikTok. By allowing you to measure conversions influenced by views of six seconds or more, you’ll gain a more holistic understanding of TikTok’s impact on your business,” TikTok said in a statement. 

This initiative aligns with TikTok’s ongoing efforts to improve conversion tracking and demonstrate its influence on purchase behavior beyond traditional metrics. The move comes after TikTok’s previous findings that last-click attribution undervalues conversions by 73%, and 79% of TikTok-driven purchases are not captured through common attribution methods.

TikTok’s SAN is an integration with mobile measurement partners (MMP) that offers advertisers a holistic perspective of all conversions generated by their TikTok ads, surpassing the limitations of MMP’s last-touch attribution. This integration, which does not impact existing MMP attribution analysis, offers various benefits such as more campaign performance insights, customized attribution window on TikTok Ads Manager, and access to advanced attribution metrics. 

“App advertisers work with mobile measurement partners (MMPs) to understand the actions that users take after an ad is clicked or viewed over a certain period of time. But, generally speaking, MMPs attribute conversions only to the last-touched ad across marketing channels. To measure various touchpoints that assisted a conversion during a multi-touch journey, advertisers can’t rely on MMP data alone. That’s where SAN comes in,” says TikTok.

As explained by TikTok:

“Together, SAN integration and EVTA provide you with a more complete picture of how users are converting on TikTok. And unlike the industry-standard SAN integration, which largely ignores MMP’s attribution, our approach includes MMP-validated conversions and enhances that foundation with additional conversions observed from the SAN integration.With this enhanced attribution methodology in place, the total conversions reported on TikTok Ads Manager include the following:

• Click-through (CTA) and view-through (VTA) conversions driven by last click and view that are currently validated and reported by MMPs.
• Engaged view conversions as measured by our new EVTA touch-point. These conversions are currently reported as Click-through (CTA) conversions on MMP reporting.
• Additional click-through (CTA) conversions driven by clicks on TikTok ads that are not currently reported in MMP’s last-click attribution model.”