TIKTOK LOOKS PAST LAST-CLICK AS PART OF MEASUREMENT SUITE EXPANSION

Summary from the TLDR Marketing newsletter

TikTok has announced several new measurement capabilities to effectively track campaign conversions. The new Attribution Analytics aims to paint a clearer picture of the non-linear path to purchase, including awareness, discovery, and action. TikTok is also shifting to a Self-Attributing Network (SAN)—a separate MMP network integration that can pinpoint conversions and other campaign outcomes more effectively than legacy MMPs.