About Attribution Analytics

Businesses and marketers use attribution to understand the actions people take after clicking or viewing an ad over a certain period of time. Different brands have varying conversion objectives and consideration windows for their products and services.

Attribution analytics help you understand the value of your TikTok campaigns by offering deeper insights into your conversions. By using these tools, you can better capture the true value of your media spend and move beyond last-click models.

• Performance Comparison: gives you the ability to compare your performance across different attribution windows. Learn how to view performance comparison analytics.

• Time to conversion: Gives you 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. Learn how to view Time to Conversion analytics.

• Touchpoints to conversion: Shows the successful ad interaction paths that lead to conversions. This feature helps get an idea of which campaign paths drive more value and if there is synergy between campaigns that leads to more conversions. Learn how to view Touchpoints to Conversion analytics.