TikTokEvolving our mobile measurement framework for app advertisers
Summary
Traditional last-click attribution undervalues TikTok's impact. TikTok introduces SAN integration for comprehensive conversion data and Engaged View-Through Attribution (EVTA) measuring conversions from 6+ second video views without clicks. This offers customized attribution windows, advanced metrics, and balanced measurement across platforms.
Combined with MMP data, it provides a fuller view of user journeys, helping advertisers optimize campaigns with more signals and fairer performance comparisons.
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