Tiktok — Attribution Window

"It’s the attribution window."

What window are you currently using? Let us know in the comments below.

TikTok doesn't track a customer's life cycle forever. It sets a clock. If the customer buys after the clock runs out, TikTok takes zero credit—even if the ad was the reason they wanted the product. TikTok splits attribution into two categories. You need to treat them differently. tiktok attribution window

"Sales are up 20%, but TikTok says we only made $5,000. Why are we spending $10,000 on ads?"

If you’ve been running TikTok ads for more than a week, you’ve likely had this conversation with your boss or client: "It’s the attribution window

TikTok is not Google. People do not search for "buy running shoes" and click an ad. TikTok is discovery. A user sees your shirt on Monday, thinks about it Tuesday, Googles you Wednesday, and buys Thursday.

Let’s fix that confusion. Understanding the is the single most important factor in deciding whether you scale your account to $100k/day or shut it down in frustration. What is an Attribution Window? In plain English, an attribution window is a time limit. It answers the question: "If a user sees or clicks my ad, how many days do I get to count them if they buy something?" It sets a clock

TikTok will say: "But the user watched our ad 6 days ago. We get the credit."