About Engaged View-Through Attribution

Last updated: August 2025

Engaged View-Through Attribution (EVTA) is an attribution type that assigns credit to an ad when a user watches at least 6 seconds of the ad or the full duration for videos shorter than 6 seconds before converting. EVTA helps you measure the impact of engaged views on conversions and the time between an engaged view and a conversion.


EVTA is available for the following objectives:

  • App promotion

  • Lead generation

  • Sales

In TikTok Ads Manager, EVTA conversions are included in the Conversions column based on your defined attribution settings during the campaign creation process. You can break down conversions into View-Through Attribution (VTA), Click-Through Attribution(CTA), and EVTA using custom columns in the Ads Manager reporting view. The attribution window (for example, 1-day or 7-day) is customizable during campaign setup to align with your measurement strategy.


Benefits

  • EVTA can help you more accurately measure how your video ads influence conversions. By assigning credit only when a user meaningfully engages, such as watching at least 6 seconds or the full duration of shorter videos, EVTA provides a clearer picture of the impact of an engaged view on conversions.

  • By adjusting attribution windows (Off, 1-day, 7-day, or 28-day), you can gain insights into the typical time it takes for a user to convert after viewing the ad.

Notes for app promotion campaigns:

  • EVTA conversions are reported as Click-through conversions on your MMP reporting as they only have Click/View touchpoints.

  • Make sure you have transitioned to SAN to get access to EVTA. Learn about TikTok's Self-Attribution Network (SAN).

Learn how to view Engaged View-Through Attribution (EVTA) conversions.