TikTok’s New Engaged View-through Attribution (EVTA) Tool

Introduction

To help businesses better understand and measure the impact of their TikTok ads, the platform has introduced a new tool called Engaged View-through Attribution (EVTA). When a viewer watches a video ad for at least six seconds, it counts as an engaged view. EVTA tracks conversions that occur from engaged views and within a seven-day attribution period.

How the Engaged View-through Attribution (EVTA) Tool Can Boost Your TikTok Ads Performance

The EVTA tool offers several benefits that can significantly boost the performance of your TikTok ads. Firstly, it provides you with a more comprehensive view of your ad campaigns by tracking not only direct clicks but also view-through conversions. This means you can measure the impact of your ads even if users don’t click on them right away. By understanding these view-through conversions, you can better evaluate the effectiveness of your creative content and make necessary improvements.

Secondly, the EVTA tool allows you to optimize your targeting and ad placements. With the data collected, you can identify which audiences are more likely to convert and adjust your targeting accordingly. You can also analyze which ad placements generate the highest engagement and allocate your budget accordingly. By optimizing your targeting and ad placements, you can maximize your return on investment (ROI) and achieve better results with your TikTok ads.

Lastly, the EVTA tool enables you to track the customer journey and identify touchpoints that lead to conversions. By understanding the user’s path to conversion, you can identify any gaps or bottlenecks in your marketing funnel and make improvements. For example, if you notice a high drop-off rate after users watch your ad, you can experiment with different call-to-actions or landing pages to encourage conversions. This level of insight allows you to refine your marketing strategy and create a seamless user experience that drives more conversions.

Best Practices for Using the EVTA Tool Effectively

To make the most out of the EVTA tool and maximize the performance of your TikTok ads, consider the following best practices:

Track Multiple Conversion Events: Don’t limit yourself to tracking just one conversion event. By tracking multiple events, you can gain deeper insights into user behavior and optimize your campaigns accordingly. For example, you can track both purchases and newsletter sign-ups to understand different stages of the customer journey.
Segment Your Audience: Instead of targeting a broad audience, consider segmenting your audience based on demographics, interests, or behaviors. This allows you to deliver more personalized ads and increase the chances of conversion. Use the data provided by the EVTA tool to identify high-performing segments and allocate your budget accordingly.
Test Different Ad Creatives: Experiment with different ad creatives to find what resonates best with your target audience. Use the EVTA tool to analyze the performance of each creative and make data-driven decisions on which ones to scale or discontinue.
Optimize for Mobile: Ensure that your ad creative is visually appealing, easy to understand, and fits well within the vertical format of TikTok. Consider using subtitles or captions to make your message clear, even without sound.

Conclusion

TikTok has grown to be a powerful platform for brands to reach and engage with customers in recent years. By understanding the importance of TikTok conversions and leveraging tools like the Engaged View-through Attribution (EVTA) tool, you can get more out of your TikTok ads and drive more conversions.

Bricks & Clicks is a preferred strategic partner of TikTok. You may reach out to us on setting up the EVTA tool, or measuring the success of your digital marketing campaigns, or implementing best practices and maximizing your success on the platform.