About View-through Attribution (VTA)

View-through Attribution (VTA) is a conversion attribution type. It measures the conversions that take place after a user views a TikTok ad, but doesn't click and then convert in the attribution window.

The optimal VTA attribution window will depend on your business needs. Most MMPs provide 1-24 hours View-through (VTA) conversion window. We recommend keeping 24 hours/1 day VTA to understand all conversions that take place within 24 hours of ad impressions.

It's common to see more View-through (VTA) conversions compared to Click-through (CTA) because VTA conversion is based on an ad impression and CTA conversion is based on an ad click. A user needs to view the ad (impression) before engaging (click) with the ad.

Note: TikTok relies on multiple signals, including VTA conversions, to best optimize your campaigns. If your VTA conversion is suddenly turned off, your campaigns may experience significant performance fluctuation for a few weeks before the system adjusts to the new signal sources.