Pablo Perez,

Performance Marketing Director,

Admiral Media,

Sep 20, 2023

TikTok’s pivotal shift to a Self-Attributing Network (SAN)

With the aim to enhance conversion tracking, TikTok is venturing into a Self-Attributing Network (SAN) terrain, primed to offer brands a more comprehensive look at their campaigns’ impacts on TikTok.

1. Why TikTok Adopted the Self-Attributing Network: The Role of MMPs and Enhanced Conversion Insights

Measurement Partners (MMPs) have been the traditional tools in an advertiser’s toolkit to gauge post-ad interaction behaviors over specific durations. While TikTok has always been integrated with various MMPs, these alone fall short in tracking conversions in a multifaceted user journey.

TikTok’s move to a Self-Attributing Network serves as an independent MMP network offering. With this, advertisers can glean clearer insights into the real-time impact of TikTok on their app campaigns. TikTok can now discern and relay conversions to its TikTok Ads Manager, leaving the final MMP analysis untouched and unaffected.

2. Benefits and Impacts of TikTok’s SAN Transition: What You Need to Know:

  • Clearer Campaign Metrics: You can anticipate a clearer image of TikTok’s imprint on your operations, paving the way for a fuller comprehension of your cumulative Return on Ad Spend (ROAS).
  • Tailored Attribution Capabilities: TikTok’s Ads Manager will now offer brands the flexibility to tailor attribution windows to their needs.
  • Unlock the Potential of Future Performance Solutions: Enhanced insights will empower advertisers to harness more effective performance solutions for upcoming campaigns.

3. The Road Ahead with TikTok’s SAN: Expectations, Performance, and Integration Tips 

Transitioning to the Self-Attribution Network promises lucrative prospects for optimized campaigns. However, don’t set your hopes for an instantaneous surge in performance. As this system matures, the TikTok Ads Manager will commence registering an uptick in conversions, with improved tracing back to the root events.

A word to the wise: Integrate with SAN without delay. TikTok has charted the sunset of old, non-SAN integrations for March 2024. Nevertheless, brands can maintain their ties with MMPs for broad-spectrum reportage.

Expert Insight: A Deep Dive into TikTok’s SAN Transition

Pedro Arias, one of our leading TikTok specialists, shared his take on this monumental shift by TikTok. 

Pedro Arias‘I’m pretty excited about TikTok going all-in on SAN. Getting more attribution insights basically means we can get smarter with our data and come up with better strategies. This SAN integration is in BETA stage and I am always cautious with early versions, but even so, I encourage advertisers to embrace the change ASAP to benefit from the latest updates on the platform.’

For an in-depth grasp and further steps, reach out to us, our TikTok Ads Experts can help you out. 

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