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

6 hours ago

DoorDash makes bid to buy Deliveroo

The takeover talks come as consolidation within the food delivery service space gathers momentum.

6 hours ago

Vidio’s CMO Teguh Wicaksono on staying 'punk' and ...

A former journalist who became the marketing leader of a 100+-person team at Vidio reveals the secrets to authentic leadership, office politics, and balancing creativity with corporate demands.

6 hours ago

Publicis acquires sports agency Adopt, continues ...

The acquisition follows Publicis Groupe’s purchase of Lotame in early March.

6 hours ago

11 minutes of fame, many more of regret

Blue Origin’s mission promised empowerment but delivered disappointment—missed opportunities, tone-deaf choices, and a frustrating lack of impact.