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3 COMMON QUESTIONS ABOUT TRANSITIONING TO A SELF-ATTRIBUTING NETWORK (SAN)

September 18, 2023



On TikTok, advertisers meet our hyper-engaged users at multiple touchpoints
across the marketing funnel, granting them countless opportunities to engage
with consumers and persuade them to convert. However, this diversification of
online activities means it's becoming increasingly difficult to track
conversions and measure brand campaigns effectively: recent research identified
that 79% of all conversions attributed to TikTok by users themselves were missed
by last-click attribution models [1].


We know it's important for businesses to be able to measure performance
effectively and attribute success to the right sources to provide actionable
insights and optimise future campaigns. This is why we're transitioning to a
Self-Attributing Network (SAN) that will enable our platform to track and more
accurately attribute app conversions, giving brands more powerful insight into
TikTok's contribution to app campaigns.


Read on to learn more about this change.



1. WHY IS TIKTOK TRANSITIONING TO A SELF-ATTRIBUTING NETWORK (SAN)?

Advertisers use Mobile Measurement Partners (MMPs) to understand the actions
that users take after an ad is clicked or viewed over a certain period of time.
Currently, TikTok has an integration with a number of MMPs. However, to measure
clicks that lead to conversions in a multi-touch experience, advertisers can't
rely on MMP data alone.


TikTok's Self-Attributing Network (SAN) (also referred to as "Advanced SRN" on
AppsFlyer) is a new, separate MMP network integration that gives advertisers
better visibility into TikTok's true contribution to app performance campaign
outcomes. Conversions can be more accurately recognised by TikTok and reported
in TikTok Ads Manager, without any impact on existing advertiser MMP final
attribution analysis.



2. WHAT DOES THIS MEAN FOR MY BUSINESS?

Once you've transitioned to a Self-Attributing Network (read our help article
for guidance on this), you'll:

 * Gain a better understanding of the factors that contribute to campaign
   performance: Advertisers will have a more accurate picture of the influence
   of TikTok on their business and a better understanding of the holistic Return
   on Ad Spend (ROAS).

 * Be able to utilise customisable attribution: Advertisers will be able to
   customise attribution windows directly in TikTok Ads Manager.

 * Be able to leverage future performance solutions: Improved insights will
   enable advertisers to utilise more effective performance solutions for future
   campaigns.


After transitioning to self-attribution, financial assistant app Cleo recorded a
35% increase in conversion and a 46% reduction in cost per acquisition.



3. WHAT SHOULD I EXPECT AFTER TRANSITIONING TO SAN?

Our Self-Attribution Network will set you up for better performing campaigns,
but improvement in performance won't happen immediately. You'll start seeing
more conversions in TikTok Ads Manager as we increase visibility of the events
that led to the conversions.


We recommend that all advertisers start to create their SAN integrations through
their MMP support as soon as possible as we'll begin sunsetting legacy non-SAN
integrations in March 2024. Advertisers will still be able to continue to
leverage their MMPs for cross-channel reporting.


When you're ready to get started, speak to your TikTok rep or you can learn more
in our help centre.


--------------------------------------------------------------------------------


TikTok expressly disclaims any and all liability which may be based on this
document and any errors therein or omissions therefrom. TikTok undertakes no
obligation or responsibility to update any of the information contained in this
document. Past performance does not guarantee or predict future performance.


Sources: 1. TikTok Marketing Science Post-Purchase Analysis conducted by
KnoCommerce, 2022
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Terms & Conditions:
 1. To activate this offer, launch your TikTok ad campaign and spend according
    to the above mentioned tiers within 30 days from registration. Based on your
    advertising spend, only one of the offer tiers will be applied to your
    account and you can not use the free credits to avail the next tier.
 2. Provided all eligibility checks are met, credit will be applied to your
    TikTok For Business account within 7 days - after you cross the highest
    spend threshold or after the spend accumulation period of 30 days.
 3. If the advertising credit is not fully utilized, it shall automatically
    expire by 2023/12/31.
 4. By continuing to use TikTok Ads Manager, you are accepting the terms
    mentioned here and will be automatically issued advertising credit according
    to the above offer if you are qualified. If you do not wish to participate
    in this offer, please reach out to the TikTok Customer Support team.
 5. This offer is contingent upon the advertising account being in compliance
    with all TikTok advertising policies and general TikTok Coupon Terms.

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