Best practices for TikTok's Self-Attributing Network

Last updated: February 2025

Before Self-Attributing Network (SAN) transition:

Make sure all in-app events from the legacy integration are properly set up in the SAN integration. Send value and revenue related to purchase or other in-app ads-related events to enable Value-based Optimization and return on ads spend (ROAS) calculation. We recommend sending all available events to better optimize your TikTok campaigns.
Enable postbacks for unattributed events during setup. When shared with TikTok, these events provide our Best practices for TikTok's Self-Attributing Networkbackend systems with more signals for optimization and can be used downstream for Data Management Platform (DMP) audience creation and retargeting.
Grant Ad Network Permissions visibility on your MMP for TikTok to help troubleshoot any setup issues.

After SAN transition:

Keep the legacy integration active for at least 60 days after SAN transition. Once transitioned to SAN, you'll start seeing conversions coming to SAN integration. Legacy integration may continue to see in-app event conversions from prior installs.
If you're using any external reporting platforms or tools that rely on MMP network reporting, ensure that these external integrations are also updated to receive data from the new SAN integration.
Performance related metrics like conversions and clicks may fluctuate on the day of transition due to the change in attribution. This is expected and will stabilize quickly.