Lucy Shelley
Sep 24, 2023

TikTok claims it's underrated by analytics, launches new measurement tool

After research suggesting TikTok ‘only gets 21% of credit for clicks’, the platform's new first-party data measurement tool aims to resolve the issues.

Source:  TikTok Marketing Science Post-Purchase Analysis, KnoCommerce, 2022
Source: TikTok Marketing Science Post-Purchase Analysis, KnoCommerce, 2022

Due to lack of integration with other platforms, TikTok’s attribution has been famously hard to measure.

79% of purchases driven by TikTok are not captured through common measurement methods, according to the platform’s research carried out in partnership with KnoCommerce. When measuring simple click-and-buy, TikTok conversions are undervalued by 73%, the data indicates.

To help advertisers understand users' path to purchase and behaviour on the platform, TikTok has launched a first-party measurement solution, Attribution Analytics, as well as the TikTok Self Attribution Network (SAN).

The platforms new tool showcases a clear view of the non-linear customers' path to purchase, with actionable reporting and insights

The SAN is a separate Mobile Measurement Partner (MMP) network integration that gives advertisers better visibility into TikTok's contribution to their app performance campaign success.

"Having visibility into extra click-through and view-through event data has made it easier to prove TikTok's value and scale our clients' campaigns," said Thomas Carter, Senior TikTok Strategist, Power Digital Marketing.

Source:
Performance Marketing World
Tags

Related Articles

Just Published

4 hours ago

Women to Watch 2023: Melanie Spencer, Thompson Spencer

When she’s not leading the growth mission for New Zealand’s largest independent, locally-owned agency network, Spencer can be found either on a surfboard or a set of skis.

12 hours ago

Grey assembles global leadership team for Coca-Cola ...

The five-person team will span disciplines from creative to CX and tap into global talent for parent WPP’s largest client.

13 hours ago

Spotify Wrapped 2023 celebrates real moments with ...

Spotify’s annual year-end recap campaign expands on personalised listening habits and drops easter eggs around the world.

13 hours ago

Why class is culture and we should celebrate both

By embracing all classes, adland has the chance to become hugely enriched, says Havas London's chief creative officer, Vicki Maguire.