About Engaged View-through Attribution
When someone watches a video ad for more than six seconds, this is considered an Engaged View. To help measure the conversions driven by these views, we have an 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.
Learn about TikTok's Self-Attribution Network (SAN). Once you transition to SAN, your campaigns will have access to ETVA.
Benefits
You can split conversions to help you understand the contribution by different touchpoints:
EVTA conversions
Existing Click-through (CTA) conversions
View-through (VTA) conversions
Note: EVTA Conversions are reported as Click-through conversions on your MMP reporting as they only have Click/View touchpoints.