Attribution

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.


This is a complete glossary of all the attribution reporting metrics supported by TikTok Ads Manager. These metrics will help you determine the actions people take after watching your ads.


To learn more about creating a report for your campaigns, see "Create and Manage Reports".


To use this glossary, the first column is the name of the metric and the second column is the definition.

Attribution Metric

Definition

Cost per CTA Conversion

The average cost for each app install event 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 an in-app registration event that is attributed to a click on your ad

Cost per CTA Registration

The average cost for in-app registration event attributed to clicks.

Cost per VTA Conversion

The average cost for each app install event attributed to an ad impression. Calculated as: Cost / VTA Conversions.

Cost per VTA Purchase

The average cost for each app install event attributed to an ad impression. Calculated as: Cost / VTA Purchase.

Cost per VTA Registration

The average cost for each app install event attributed to an ad impression. Calculated as: Cost / VTA Registrations.

CTA Conversions (add CTA and VTA)

The number of in-app events that occurred on your mobile app and are attributed to a click on your ad

CTA Purchase

The number of in-app payment events that are attributed to a click on your ad, based on information received from your measurement partner

CTA Registration

The number of in-app registration events that are attributed to a click on your ad.

VTA Conversions

The number of events that occurred on your mobile app which are attributed to an ad impression. (The total count is based on impression time).

VTA Purchase

The number of in-app payment events that are attributed to an ad impression, based on information received from your measurement partner. (The total count is based on impression time).

VTA Registration

The number of registration events that are attributed to an ad impression, based on information received from your measurement partner. (The total count is based on impression time).


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