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.

출처: 1. TikTok Marketing Science Post-Purchase Analysis conducted by KnoCommerce, 2022
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