TikTok has launched Attribution Analytics, a new tool to help advertisers better understand campaign performance and user insight.
It is a first-party measurement solution that analyses the full customer journey on the social platform, from awareness to action, providing insights into how users make purchases.
TikTok has confirmed that it is planning to release a number of additional features for Attribution Analytics in the coming months, and support other campaign types to give advertisers transparency into their ad impact. The first feature that is announced as part of the initial launch is the Performance Comparison. This is a measurement tool that shows conversions over different timeframes, helping advertisers find the right attribution strategy for their business. Performance Comparison data will show the number of conversions that happen after seeing or clicking an ad, and how long it takes for these conversions to happen.
In its blog post announcing the new tool, TikTok highlights the unconventional customer journey on the platform . It mentions, “The immersive nature of TikTok content means users often see and take inspiration from ads but don’t want to disrupt their browsing experience. Instead, they continue their browsing on TikTok and resume their purchase journey later."
It also revealed that according to a post-purchase survey, 79 per cent of conversions that users credited to TikTok were missing from last-click models data.
