About Attribution Source Optimization
Note: This feature may not be available to you yet. Reach out to your TikTok account manager or contact customer support for more information.
Attribution Source Optimization allows you to choose your preferred reporting and data sources when you set up your ad groups in TikTok Ads Manager. This gives you more control over how your campaign performance is measured and optimized, aligning TikTok's reporting with your business's source of truth.
How it works
Attribution Source Optimization separates attribution measurement into two key components that you can configure:
Attribution source: This is your source of truth for reporting. You can choose between your Mobile Measurement Partner (MMP) or TikTok's self-attributing network (SAN) reporting. This selection tells TikTok Ads Manager which source to use for interpreting results and making bidding decisions.
Data source: This is the source of the conversion signals you want TikTok's delivery models to prioritize. If you send signals from multiple sources—like an MMP, Events API (eAPI), or Software Development Kit (SDK)—you can specify which one you value most. The delivery model will then focus on optimizing for conversions from that designated source. Note: The final optimization result will remain aligned with the selected attribution source.
Benefits
Using Attribution Source Optimization can help you:
Reduce reporting discrepancies: By aligning TikTok Ads Manager reporting with your preferred source of truth, you can minimize data gaps and manage your campaigns more efficiently.
Improve bidding performance: When your bidding strategy is based on the attribution source you trust, the system can better calibrate to deliver optimized results and improve the accuracy of your goal-based campaigns.
Enhance long-term performance: By indicating your most valued signal sources, you help TikTok's delivery models prioritize what matters most to your business, strengthening foundational performance over time.
Availability and requirements for Attribution Source Optimization
Campaign requirements
Objective: App Promotion (App Install or App Retargeting)
Campaign type: Upgraded Smart+
Optimization goal: Install, In-app Event, or Value-Based Optimization (VBO)
Bidding strategy: Cost Cap, Max Delivery, Highest Value, or targetROAS
Platform and placement availability
Operating system: Android and iOS
Placement: All (TikTok, Pangle, Global App Bundle)
Signal requirements
You must have a complete and active signal postback integration with TikTok. Supported sources include:
MMP: AppsFlyer, Adjust, Singular (Note: The product is currently in development and support for Airbridge, Branch, Kochava, and Tenjin will be expanded in the future.)
TikTok App Events SDK: Android and iOS supported
Events API (eAPI): Android supported; not recommended for iOS
