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 |
|---|---|
Assisted add to cart (Shop) | Number of add-to-cart actions in the shop that are attributed to your ads within 28 days before the action occurs. |
Assisted add to cart rate (Shop) | Percentage of add-to-cart actions in the shop attributed to your ad clicks within 28 days before the add-to-cart action occurs. |
Assisted cost per product page view (Shop) | Average cost per product detail page view attributed to your ads within 28 days prior to view. |
Assisted cost per shop page view (Shop) | Average cost per shop home page view attributed to your ads within 28 days prior to view. |
Assisted gross revenue (Shop) | Total gross revenue generated from people who were exposed to your ads within 28 days prior to purchase. |
Assisted new shop buyers (90-day inactive) | Number of shop buyers who had not visited or made a purchase in the prior 90 days, but were shown your ads within 28 days prior to purchase. |
Assisted new shop buyers (180-day inactive) | Number of Shop buyers who had not visited or made a purchase in the prior 180 days, but were shown your ads within 28 days prior to purchase. |
Assisted new shop visitors (90-day inactive) | Number of shop visitors who had not visited in the prior 90 days but were shown your ads within 28 days prior to visit. |
Assisted new shop visitors (180-day inactive) | Number of Shop visitors who had not visited in the prior 180 days but were shown your ads within 28 days prior to visit. |
Assisted product page view rate (Shop) | Number of product detail page views from people who were exposed to your ads within 28 days prior to view. |
Assisted product page views (Shop) | Number of product detail page views from people who were exposed to your ads within 28 days prior to view. |
Assisted purchases (Shop) | Number of purchase actions generated from people who were exposed to your ads within 28 days prior to purchase. |
Assisted ROAS (Shop) | Return on ad spend for purchases attributed to your ads within 28 days prior to purchase. |
Assisted shop page view rate (Shop) | Percentage of people who viewed a shop page after clicking your ads within 28 days prior to page view. |
Assisted shop page views (Shop) | Number of shop page views attributed to your ads within 28 days prior to view. |
Assisted unique add to cart (Shop) | Number of unique people who added an item to cart in the shop, with that action attributed to your ad exposure within 28 days. |
Assisted unique product page views (Shop) | Number of unique people with a shop product detail page view attributed to exposure to your ads within 28 days prior to view. |
Assisted unique shop page views (Shop) | Number of unique people with a shop home page view attributed to exposure to your ads within 28 days prior to view. |
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) |
