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TikTok launches new tool to provide more insight into how ads drive conversions

TikTok is rolling out a new measurement tool called Engaged View-through Attribution (EVTA) to provide creators with more insights into conversions.

When a viewer watches a video ad for over six seconds, it counts as an engaged view. EVTA tracks conversions that occur after a user watches an ad for at least six seconds but doesn’t click, and then converts within a seven-day attribution window.

This helps advertisers gauge the impact of these engaged views on conversions.

Why we care. Helping advertisers to make better sense of their data gives them the power to make data-led decisions for maximum campaign performance, leading to less inefficient spend and better returns on investment.

Key benefits. TikTok claims that the new measurement tool provides several key benefits, including:

Combined measurement approach. TikTok states that combining EVTA with its recently launched Self-Attributing Network (SAN) can provide you with a more complete picture of how users are converting on TikTok. With this enhanced attribution methodology in place, the total conversions reported on TikTok Ads Manager include the following:

What TikTok is saying. A spokesperson for TikTok said in a statement:

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See terms.

Deep dive. Read TikTok’s mobile measurement framework announcement in full for more information.

The post TikTok launches new tool to provide more insight into how ads drive conversions appeared first on Search Engine Land.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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