Be Careful with TikTok’s Attribution Settings!

🚨 Be Careful with TikTok’s Attribution Settings! 🚨

Today I am sharing a case study that I recently saw with one of my clients on TikTok.

We started this channel to see if we could outperform Meta with the new creatives that we produced so we simply copied the setup that was working well on Meta:

👉One campaign based on signup (upper funnel event) –> Campaign 1 – Event 1 if you look at the screenshot
👉One campaign based on an activation event (lower funnel event) –> Campaign 2 – Event 2 if you look at the screenshot

After running both campaigns for a couple of weeks, we analyzed attribution types to compare them with Meta and Google. We do this because we have a strong organic presence in the country that we are targeting so we wanted to avoid as much as we can VTA attributions.

The results are visible in the screenshot:

🚩41% VTA in the signup campaign
🚩38% VTA in the activation campaign

On these 2 campaigns we followed the default setup of TikTok, enabling the infamous 7-day engaged view attribution😂 But after seeing these percentages, we paused the campaigns because the other channels were doing much better (Google VTA was less than 5% while Meta was around 7-8%)

But we weren’t ready to give up just yet! 💡

We relaunched TikTok Ads, this time:
✅ Reducing engaged VTA to 1 day instead of 7
✅ Only running the activation event campaign

After just 3 days, VTA dropped by over 57%! 🎯

Lesson learned: Always double-check attribution settings before running TikTok campaigns!
Hope this helps—have a great rest of the week! 🚀