Measure the impact of your campaigns with multi-touch attribution

In an era of increasingly complex consumer journeys, a buyer's path to purchase often spans multiple touchpoints, resulting in a web of interactions that traditional attribution models don't accurately capture. In particular, last-click attribution models assign all credit for a conversion to the final touchpoint before a purchase. However, we know that users often take purchase inspiration from TikTok without interrupting their experience to click. In fact, 35% of purchasers who first heard about a brand from TikTok and viewed an ad hadn't clicked within 28 days.¹

To provide a more complete view into the customer journey, we're excited to announce our multi-touch attribution (MTA) partnership with TransUnion TruAudience™ Marketing Solutions, a leader in data-driven marketing solutions. The partnership is a continuation of a relationship that first began between TikTok and Neustar, a company TransUnion acquired in 2021. TikTok and TransUnion can now bring marketers a new level of insight into advertising campaigns that will help to unlock performance and maximize return on marketing investments for the wide array of American businesses – from large, well-established companies to small businesses -- who depend on TikTok to reach their customers.

TransUnion's TruAudience Marketing Attribution solution assigns credit for a conversion to multiple touchpoints in a customer journey. This provides marketers with the answers to crucial questions such as which marketing channels and tactics are most effective at driving conversions, and which specific touchpoints within a channel are most effective. Advanced enterprise advertisers use MTA in addition to platform reporting to make holistic decisions. Since testing began in 2022, TikTok lands in the Top 50 percentile for effectiveness for nearly 100% of TransUnion clients, spanning a wide vertical set.²

TransUnion’s TruAudience Analytics platform measures advertising impact down to the campaign level, which powers advanced reporting and analytics capabilities. Advertisers can get insights to allocate budgets across channels, optimize digital and social tactics in real time, and analyze their customers' path to conversion. TikTok continuously strives to enhance our measurement ecosystem, and advertisers from all verticals can now get a more complete view of cross-channel performance. Across all onboarded advertisers to date using multi-touch attribution measurement (TruAudience Analytics), we see that at a median level, 40% or more of the target audiences reached on TikTok were found to be unique and not found elsewhere in the measured media plan.²

Changes in the ecosystem are driving innovation in measurement and attribution techniques. Advertisers want visibility across channels and platforms they invest in, and the choice to use trusted third-party solutions to validate performance. To meet this need, we are investing in a robust ecosystem of measurement partners to offer choice and transparency.

If you're looking to onboard TransUnion's TruAudience Analytics solution, formerly Neustar MTA, you can reach out to your TikTok Brand Partnership Manager or your Measurement Partner to discuss how to unlock TikTok insights in your TruAudience Analytics dashboard. Join us in our partnership with TransUnion and start unlocking the power of advanced analytics and marketing attribution.