New TikTok tool offers more insight into how ads drive conversions

TikTok is rolling out a brand new measurement device known as Engaged View-through Attribution (EVTA) to supply creators with extra insights into conversions.

When a viewer watches a video advert for over six seconds, it counts as an engaged view. EVTA tracks conversions that happen after a person watches an advert for no less than six seconds however doesn’t click on, after which converts inside a seven-day attribution window.

This helps advertisers gauge the affect of those engaged views on conversions.

Why we care. Serving to advertisers to make higher sense of their information provides them the ability to make data-led choices for optimum marketing campaign efficiency, resulting in much less inefficient spend and higher returns on funding.

Key advantages. TikTok claims that the brand new measurement device gives a number of key advantages, together with:

• Higher understanding of advert affect past clicks: Monitoring conversions on TikTok goes past a easy click-and-convert situation. By measuring conversions influenced by views lasting six seconds or extra, you’ll get a extra complete understanding of TikTok’s affect on your enterprise.
• Fuelling marketing campaign efficiency with extra indicators: TikTok Adverts Supervisor will obtain extra high-quality indicators to optimize and improve the efficiency of your campaigns over time by displaying your advertisements to customers who usually tend to take motion.
• Balanced measurement throughout completely different channels: Aligning attribution strategies with different platforms permits for a extra correct comparability of efficiency, guaranteeing honest measurement of outcomes throughout completely different platforms.

Mixed measurement strategy. TikTok states that combining EVTA with its not too long ago launched Self-Attributing Community (SAN) can offer you a extra full image of how customers are changing on TikTok. With this enhanced attribution methodology in place, the overall conversions reported on TikTok Adverts Supervisor embody the next:

• Click on-through (CTA) and view-through (VTA) conversions pushed by final click on and look at which might be at present validated and reported by MMPs.
• Engaged view conversions as measured by our new EVTA touch-point. These conversions are at present reported as Click on-through (CTA) conversions on MMP reporting.
• Further click-through (CTA) conversions pushed by clicks on TikTok advertisements that aren’t at present reported in MMP’s last-click attribution mannequin.

What TikTok is saying. A spokesperson for TikTok stated in a press release:

• “The cell promoting panorama has advanced. At present’s customers encounter all kinds of advert sorts throughout a number of completely different platforms, every with its personal format, stream and degree of interactivity.”
• “Understanding the affect that completely different touchpoints and advertising and marketing channels have on driving person actions, corresponding to app installs or purchases, stays a continuing problem for app advertisers.”
• “To see the true affect of your TikTok advertisements, we suggest you activate VTA, EVTA and CTA with the utmost attribution window and make sure that the attribution home windows on TikTok Adverts Supervisor are the identical as your MMP setting. Advertisers can customise CTA (1-day or 7-day), VTA (off or 1-day), EVTA (1-day or 7-day) straight on TikTok Adverts Supervisor.”

Deep dive. Learn TikTok’s mobile measurement framework announcement in full for extra data.