TikTok has rolled out a new measurement tool to provide deeper insights into how its ads contribute to conversions. This latest feature, “Engaged View-Through Attribution” (EVTA), links ad exposure directly to conversion activity.
Understanding the impact of TikTok ads
The EVTA metric is a significant development in advertising analytics. It tracks conversions occurring after a user watches an ad for at least six seconds without clicking on it and then makes a purchase within the following seven days. This approach moves beyond the traditional click-and-convert model, offering a more comprehensive view of how TikTok ads influence user behaviour.
TikTok explains the rationale behind this new metric: “It’s not always a simple click-and-convert scenario when a user views an ad on TikTok. By allowing you to measure conversions influenced by views of six seconds or more, you’ll gain a more holistic understanding of TikTok’s impact on your business.”
Enhanced insights through shared data
By integrating EVTA with other recent ad measurement tools, like the Self Attributing Network (SAN), TikTok promises marketers a richer set of data on ad response, engagement, and the direct impact of TikTok promotions on driving conversions.
This development is part of TikTok’s broader strategy to refine its conversion tracking capabilities. The platform aims to demonstrate its effectiveness in influencing purchase decisions, even when traditional metrics might not fully capture this impact.
Addressing the limitations of current metrics
In September, TikTok highlighted the limitations of last-click attribution, a prevalent method in online marketing. A report shared by the platform revealed that this approach undervalues TikTok conversions by 73% and fails to capture 79% of purchases driven by TikTok using common attribution methods.
The introduction of EVTA marks another step in TikTok’s ongoing efforts to evolve its data tracking techniques. This innovation complies with current data tracking limitations and offers more comprehensive insights for marketing teams.
