With the mobile advertising industry changing, the best performers tend to be quick to adapt to new trends or changes. Whether it’s the changing mobile consumption habits that suggest Southeast Asian consumers increasingly prefer video, or Apple’s major changes to the way it tracks users, tools like VTA on TikTok are what you’ll need to stay ahead.
In summary, to make VTA work for you:
· Take an iterative approach to identifying a best-fit attribution window
· Consider factors such as market maturity, industry, consumer purchase behavior and seasonality
· Use A/B testing as a structured way to reach a suitable model
· Measure success with metrics such as number of conversions and cost-per-engagement
Now that you have a better grasp of the model, you should be feeling more comfortable with exploring your first VTA + CTA attribution model. And you’ll likely see a more holistic view of your ad campaign’s performance. This means you as an advertiser will be equipped to make more informed decisions on how you can optimize and best utilize TikTok to achieve your business goals.