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

1 day ago

Creative Minds: Anthony Cassidy is waiting for a ...

The creative director at Clemenger BBDO on his love for an old Gap ad, annual pilgrimages to see The Flaming Lips, and his indifference to bucket lists.

1 day ago

Women to Watch 2024: Paula Chiang, iProspect

Chiang’s leadership, performance-agility mindset, and mentorship has made iProspect an industry champion in driving brand growth while pioneering the implementation of AI-driven solutions for clients and young talent.

1 day ago

Forsman & Bodenfors expands earned-first model as ...

EXCLUSIVE: After more than three years leading Forsman & Bodenfors Singapore, Po Kay Lee’s elevation to Asia president comes amid a series of regional wins—and signals a push to reorient the agency’s creative process around ideas, not just media spend.

1 day ago

Google uses AI to block harmful ads—but inconsistenc...

Google’s 2024 Ads Safety Report outlines how AI is being used to identify and prevent ad policy violations at scale. While enforcement activity has increased, persistent gaps and inconsistencies exist across markets.