{"id":17479,"date":"2023-12-20T17:02:05","date_gmt":"2023-12-20T17:02:05","guid":{"rendered":"https:\/\/customlytics.com\/how-tiktoks-new-evta-metric-changes-the-attribution-game\/"},"modified":"2024-02-22T11:43:54","modified_gmt":"2024-02-22T11:43:54","slug":"how-tiktoks-new-evta-metric-changes-the-attribution-game","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/how-tiktoks-new-evta-metric-changes-the-attribution-game\/","title":{"rendered":"How TikTok’s new EVTA metric changes the attribution game"},"content":{"rendered":"\n

Author: Steffen Meyer, Mobile Marketing Content Specialist<\/strong><\/p>\n\n\n\n

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Attribution tracking is crucial for the success of your app marketing campaign, as it determines which strategies lead to app installs. Without it, you’re left guessing about the effectiveness of your marketing efforts.<\/p>\n\n\n\n

However, the industry is moves further and further away from the last-click attribution model, which credited the final interaction before an install. Major platforms like Google<\/span><\/a> and Meta<\/span><\/a> already introduced the „engaged view“ approach, and now TikTok has followed suit<\/a>.<\/span> <\/p>\n\n\n\n

While there are benefits that come along with it, it is important to understand what\u2019s happening here, so that you don\u2019t draw the wrong conclusions from reported data.<\/p>\n\n\n\n

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What\u2019s an engaged view?<\/h2>\n\n\n\n

Some users may see a video ad but only decide later to finally download your app. But common attribution methods don\u2019t capture this customer journey and give you a wrong impression of which marketing efforts proved most effective.<\/p>\n\n\n\n

Tiktok reports that<\/span><\/a> 79% of purchases driven by the social media network are not captured through common attribution methods. As a result, TikTok conversions are allegedly undervalued by as much as 73%.<\/p>\n\n\n\n

This shortfall led to TikTok introducing the new metric \u201cengaged view-through attribution\u201d (EVTA): If a user views an ad for six seconds or more but doesn\u2019t click on it, TikTok will track this user for the duration of the attribution window, which can be up to seven days. If the user converts within this timeframe via a different source, TikTok will count it as an EVTA.<\/p>\n\n\n\n

The rationale behind this approach is that the ad likely made the user aware of the product and nudged them further down the customer journey, contributing to the final decision to install the app<\/p>\n\n\n\n

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What are the consequences?<\/h2>\n\n\n\n

This additional data brings two main benefits:<\/p>\n\n\n\n