About Engaged View-through Attribution (EVTA)
Last updated, May 2024

TikTok allows users to swipe up to skip videos, including ads. When someone watches a video ad for more than six seconds, this is considered an Engaged View. To help your measure the conversions driven by these views, we’ve introduced a new attribution type called Engaged View-through Attribution (EVTA).

EVTA measures the conversions that take place after a user views an ad for six seconds or more but doesn't click, then goes on to convert within the attribution window. After transitioning to SAN, your app campaigns will have access to Engaged View-through conversion metric.

To help you understand the contribution by different touchpoints, you can split conversions into EVTA conversions in addition to existing Click-through (CTA) conversions and View-through (VTA) conversions on TikTok Ads Manager.

Note: Engaged View-through (EVTA) conversions are reported as Click-through conversion on your MMP reporting since MMPs currently only have Click/View touchpoints.

To view EVTA conversion on TikTok Ads Manager, go to Custom Columns in the Campaign tab and search for Engaged View-through Conversions.

view EVTA conversion gif