Introducing TikTok's Attribution Portfolio

On TikTok, discovery leads directly to results, influencing the entire path to purchase to generate demand and drive sales. Here, creators, communities, commerce, and brands work together in one ecosystem, shaping behavior from the first view to the final purchase.

What makes TikTok unique is also what powers our advertising: building solutions and tools to help brands connect what happens on TikTok to the business results they care most about. But shoppers take many paths to purchase after seeing an ad on TikTok and last-click attribution only shows part of the story.

Even when TikTok isn't the last click channel, it sparks discovery that drives conversions on other channels like search, websites, in-store, and marketplaces. But without advanced measurement, TikTok's true ROI is consistently undervalued, leaving advertisers unable to report or fully understand the real impact of their investment.

Introducing TikTok's Attribution Portfolio

We're excited to announce our industry-leading Attribution Portfolio that covers the full spectrum of the conversion journey, from people who first discover a brand or product on TikTok (first-touch attribution) to those converting directly from an ad or through another channel after being influenced by a TikTok ad (last-touch attribution).Advertisers can unlock stronger business outcomes by using new attribution insights to make smarter decisions and by aligning TikTok's performance signals with the analytics tools they already rely on.TikTok's Attribution Portfolio includes:

• First-touch: Post Purchase Survey, Attribution Analytics

• Last-touch: Attribution Analytics, Third-Party Optimization [NEW], Assisted Conversion [NEW]

By improving performance outcomes in existing advertiser tools and offering more advanced attribution capabilities, TikTok is meeting advertisers on the platforms they already use while also offering solutions that demonstrate TikTok's total impact.

Third-Party Optimization starting with Google Analytics

To drive performance results in the tools advertisers already trust, we're excited to enable seamless integration with third-party partners, starting with Google Analytics.

This latest integration provides advertisers with more comprehensive signals to inform their campaign strategies and increase conversions from TikTok from those ready to take action.

These integrations not only lead to better reporting, but also measurable performance improvements. Early testing shows that advertisers who saw performance improvement saw on average a 54% increase in conversions and 27% decrease in Cost per Action in Google Analytics results.¹

Advertisers who integrate with Google Analytics also gain additional reporting features to understand differences between TikTok and Google Analytics reporting and diagnostics to improve your tracking links.

To get started, web advertisers with shopping campaigns must connect their Google Analytics 4 (GA4) account to their TikTok Ads Manager account.

To learn more, reach out to your TikTok partner and get started with Google Analytics optimization today.

Attribution Analytics

Attribution Analytics, found within TikTok Ads Manager, is a first-party measurement solution that enables advertisers to understand the customer journey on TikTok—from discovery to action—by providing a clearer view of the non-linear customer's path to purchase.

Attribution Analytics consists of four features—Assisted Conversion, Performance Comparison, Time to Conversion, and Touchpoints to Conversion— all of which help advertisers understand the results of their TikTok advertising campaigns and capture the holistic value driven by TikTok.

NEW! Assisted Conversion

Assisted Conversion, the newest feature in Attribution Analytics, provides increased cross-channel visibility on the path to purchase and TikTok's full impact on online sales.

Assisted Conversions identifies what channel people convert in when TikTok influences and assists the conversion but is not the last click channel. Advertisers can now understand TikTok's impact based on how results show up in their reporting tools.

Assisted Conversion shows that more than one in four TikTok-attributed conversions happen after a user views an ad and then navigates directly to the website to convert on the same day.² These TikTok-driven conversions are not captured by last-click attribution or credited to marketing.

Ready to get started?

Assisted Conversion is available for all advertisers with a TikTok pixel. It leverages the pixel URL string (referral, UTM parameter) to determine how users navigate to a website to convert and identify the last-click channel.Check out Assisted Conversion in TikTok Ads Manager today.

Performance Comparison

Performance Comparison is a measurement tool that compares conversions across different attribution windows to help advertisers find an attribution strategy that works for their business. With Performance Comparison, you can:

• Analyze and compare the number of events reported under different attribution windows for your key events like View Content, Add to Cart, Initiate Checkout, Purchase, etc., and the impact on KPIs like cost per acquisition.

• Visualize the change in click-through and view-through conversions as well as your CPA across different combinations of click and view attribution windows.

• Gain insights beyond current attribution settings to determine future measurement strategy.

Time to Conversion

Time to Conversions gives advertisers the average time it takes to convert after the last ad interaction. This feature also shows the number of attributed events recorded each day after ad exposure.

These insights allow you to understand the average time to conversions after ad click (CTA) or ad view (VTA) and complement your paid efforts with organic strategies and discounts.

Touchpoints to Conversion

Touchpoints to Conversions displays successful ad interaction paths leading to conversions, offering insights into which campaign paths drive more value and if there's synergy between campaigns resulting in more conversions.

Once you select the events you're interested in, you can evaluate which campaigns drive the most value, observe how specific campaign combinations enhance business value, and understand the frequency of touchpoints required to drive conversions.

Advancing measurement transparency

TikTok is committed to continuously innovating our measurement solutions to give advertisers an objective and transparent view into their advertising investments and we will continue to develop Attribution Analytics to house multiple features to give advertisers transparency into their ad impact.

Get started with Attribution Analytics to gain a clearer picture of your customer journey and fuel your business growth.

To read more about how TikTok views drive performance, click here.

Sources:

1. TikTok internal data, 2025

2. Based on internal analysis among Commerce Advertisers, Sept 2025