TikTok Declares Latest Partnership to Facilitate Multi-Touch Attribution

TikTok’s trying to help marketers higher connect the dots between the performance of their TikTok campaigns and their bottom line numbers, via a recent partnership with TransUnion that’ll facilitate multi-touch attribution inside TikTok campaigns.  

The method will utilize TransUnion’s “TruAudience” framework, which uses privacy-first data collection processes to offer omnichannel insight.

As explained by TikTok:

“TransUnion’s TruAudience Marketing Attribution solution assigns credit for a conversion to multiple touchpoints in a customer journey. This provides marketers with the answers to crucial questions reminiscent of which marketing channels and tactics are only at driving conversions, and which specific touchpoints inside a channel are only.”

The system utilizes your point of sale input, in addition to other info from your small business database, to offer a more encompassing view of how each of your campaigns is performing, which may enable you higher understand the particular impact of every initiative.

Facilitating improved data attribution is fast becoming a key focus, as more regions look to implement restrictions on data usage, and each Google and Apple roll out more explicit data control options. Indeed, together with Apple’s iOS 14 update, which prompts users to opt in or out of knowledge tracking in apps, Google’s also phasing out cookie tracking, meaning that marketers are going to wish to seek out recent data sources to optimize their campaigns.

This recent initiative could provide a few of the answers for TikTok marketers, while also facilitating broader insight into the impact of your whole marketing efforts.

TikTok says that those trying to implement TransUnion’s TruAudience Analytics can reach out to their TikTok Brand Partnership Manager or Measurement Partner for more information.