TikTok Attribution Metrics
What This Page Answers
TikTok attribution metrics explain how TikTok credits ad interactions for conversions. Attribution settings affect reported CPA, ROAS, and conversion volume, so they should be read with Platform-Reported vs Blended Performance and Attribution Inflation.
Common Attribution Concepts
TikTok reports can include:
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Click-through attribution
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View-through attribution
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Engaged-view attribution where available
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Attribution windows
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Event-level reporting
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Modeled or estimated reporting depending on setup and privacy context
What To Watch
Compare:
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Click-attributed vs view-attributed conversions
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Short vs long attribution windows
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TikTok platform results vs analytics sessions
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TikTok results vs blended MER
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Retargeting vs prospecting attribution
If a campaign looks strong only under long view-through windows, test whether it is truly incremental.
Practical Rule
Attribution settings do not create conversions. They change how credit is assigned. Always separate reporting credit from causal impact.