Attribution Metrics
This is a glossary of attribution reporting metrics supported by TikTok Ads Manager. These metrics will help you determine the actions people take after watching your ads.
Note: To properly measure attribution on your website you will need to install a TikTok Pixel. And to measure attribution on your app, you will need to create an app in Event Manager and connect it with a mobile measurement partner.
To learn more about creating a report for your campaigns, refer to Create and Manage Reports.
Attribution metric | Definition |
|---|---|
Cost per CTA Conversion | The average cost for each conversion attributed to clicks. |
Cost per CTA Purchase | The average cost for each payment event attributed to clicks. |
Cost per CTA Registration | The average cost for a registration event that is attributed to a click on your ad. |
Cost per CTA Registration | The average cost for a registration event attributed to clicks. |
Cost per VTA Conversion | The average cost for each conversion attributed to an ad impression. Calculated as: Cost / VTA Conversions. |
Cost per VTA Purchase | The average cost for each conversion attributed to an ad impression. Calculated as: Cost / VTA Purchase. |
Cost per VTA Registration | The average cost for a registration event that is attributed to an ad impression. |
CTA Conversions | The number conversions attributed to a click on your ad. |
CTA Purchase | The number of purchase events that are attributed to a click on your ad. |
CTA Registration | The number of registration events that are attributed to a click on your ad. |
VTA Conversions | The number of conversions which are attributed to an ad impression. (The total count is based on impression time) |
VTA Purchase | The number payment events that are attributed to an ad impression. (The total count is based on impression time) |
VTA Registration | The number of registration events that are attributed to an ad impression. (The total count is based on impression time) |