TikTok is revolutionising the way we measure the effectiveness of advertising campaigns. Expanding its suite of measurement tools, TikTok aims to give advertisers deeper insights into how their campaigns are driving conversions, a move that JACK RYAN has successfully leveraged for holistic brand activation and awareness.
Recently, TikTok unveiled a set of enhanced measurement features, designed to arm advertisers with the data they need to understand how campaigns translate into customer actions. Among these is a proprietary feature known as Attribution Analytics. This tool offers invaluable insights into the complex, multi-stage journey a customer takes from awareness to conversion.
Moreover, TikTok is evolving its metric system to become a Self-Attributing Network (SAN), intended to offer deeper, more nuanced analytics than what existing mobile measurement partners (MMPs) provide. This comes on the heels of TikTok's long-awaited entry into the e-commerce arena in the United States, just as brands are increasing their ad spend for the holiday season.
The New Metrics Paradigm
TikTok has always been a platform where products can become overnight phenomena, a reality encapsulated in the popular saying, "TikTok Made Me Buy It". The platform is now doubling down by offering a comprehensive system for brands to evaluate the real impact of their campaigns beyond mere click-through rates.
TikTok's Unique Ecosystem
Unlike platforms such as Amazon, where users go with the explicit intention of shopping, TikTok offers a different user experience. Users scroll through an algorithmic feed of videos, coming across brands and products organically. This is a point JACK RYAN has heavily considered in crafting multi-channel strategies that include TikTok, not as an isolated channel, but as an integrated part of a conversion-activating ecosystem.
Addressing Attribution Gaps
Traditional click-based measurement methods are often lacking when it comes to platforms like TikTok. A user might engage with a brand without immediately clicking through to the website, making the actual influence of the advertisement difficult to gauge with older models of attribution.
Recent studies reveal that about 79% of conversions credited to TikTok were missing when using last-click attribution methods. Additionally, TikTok claims that conversions on its platform might be undervalued by up to 73% when measured solely by click-to-buy metrics.
To combat this, TikTok is introducing Attribution Analytics and a Performance Comparison feature. These tools allow brands to examine various attribution windows to better understand user actions, such as content views or cart additions, that lead to successful conversions. Such features particularly benefit sectors like the automotive industry, where the buying process is more extended and complex.
Future of Measurement on TikTok
Simultaneously, TikTok is urging brands to become part of its beta SAN network. This new approach promises to deliver more accurate conversion metrics than traditional MMPs. Starting from spring 2024, TikTok will phase out non-SAN MMP integrations but will continue to support them for cross-channel reporting.
At JACK RYAN, we've tapped into the potential of TikTok as a part of our multi-channel advertising strategy to drive conversion activations and elevate brand awareness. The new measurement tools rolled out by TikTok have empowered us to execute campaigns with greater precision and efficacy, ultimately contributing to our clients' success.
As the company continues to evolve its measurement capabilities, advertisers now have a robust framework for tracking conversions and understanding customer behavior more intimately. The adaptability and potency of these tools make TikTok an indispensable component of a multi-channel approach to digital advertising.