About attribution for TikTok Shop Ads

Last updated: October 2024

For TikTok Shop Ads, attribution is the measure of how many orders resulted from someone viewing or clicking an ad. We use your unique Shop ID to attribute orders to your shop across all ad formats and placements, as well as ads using affiliate creative videos.


For example, if you create a Video Shopping Ad that uses an affiliate video linking to your product, then the orders are attributed to:

  • Orders for other products from your shop

  • Orders from other sources including livestreams, product cards and search

  • Orders that come through your Non-affiliate links

Shop Ads dynamically optimizes your ads across all available placements, including the TikTok video feed, Search, and Shopping Center. We won't attribute an order to multiple TikTok Shop Ads. However, it is best to refer to onsite events to evaluate performance.

Attribution windows for TikTok Shop Ads

The attribution window for TikTok Shop Ads is the length of time between when a person clicked or viewed your ad and then placed an order. We'll attribute an order to the ad someone interacted with most recently, with Clicks taking precedence over Views.

  • Clicks: 7-day attribution window. If someone clicks on your ad and places an order within 7 days, we'll attribute the order to your ad. If someone clicked on multiple ads within the same 7 days, we'll attribute the order to the most recent ad they clicked.

  • Views: 1-day attribution window. If someone views an ad and places an order within 24 hours, we'll attribute the order to your ad. If someone viewed multiple ads within the same 24 hours, we'll attribute the order to the most recent ad they viewed.

In cases where someone both views and clicks different ads, the purchase is attributed to the ad they interacted with last, with clicks taking precedence over views.


Note: Seller center reports sales that happen on the day, whereas TikTok Ads Manager reports sales that have happened within the 7-day attribution window.

Example

You have three ads for your TikTok Shop: Ad A, Ad B and Ad C.

  1. On Monday, a customer clicks on Ad A but doesn't buy anything right away.

  2. On Tuesday, the customer clicks on Ad B and still doesn't place an order.

  3. On Wednesday, the customer views ad C but doesn't click on it.

  4. Later on Wednesday, the customer goes back to your shop and places an order.

The order will be attributed to Ad B, even though the customer viewed Ad C more recently.

About Shop ID attribution key

Your TikTok Shop has a unique ID that helps attribute orders and ad engagement for your shop. When someone places an order, we'll attribute the order to any ad clicks or views for the same Shop ID in the last 7 days.


We don't use a product ID for TikTok Shop Ads attribution. If someone sees an ad for one of your products, then buys a different product from your shop, it is still attributed due to your unique Shop ID. 


For example, Jony ordered a pair of sweatpants from a famous athleisure seller today at 4pm. Earlier today, he clicked an ad from a beauty seller selling face masks. Are we going to attribute this order to the ad? No, we are not, since the order and ad were from different sellers (different Shop IDs).


Note:

  • We do not use product key for attribution

  • We do not consider format for attribution

  • We do not consider affiliate creator vs. non-affiliate creator

  • We do not consider placement

  • Purchases are not attributed to multiple ads