Kochava to introduce support for modeled attribution August 27
IMPORTANT NOTICE:
TikTok is working directly with certain clients that require adjusted timelines for their final migration. If you’re one of these select clients, your final migration is likely to occur near the end of Q3. Please check with your TikTok representative for further information.
TikTok for Business has been migrating from a standard open-network integration to a self-attributing network (SAN) integration over the past year. To make the transition as seamless as possible, much of the migration has been automated for Kochava clients (see related post). This migration process is now coming to a close and will be fully complete on August 20, 2024.
After August 20, Kochava clients will see all TikTok for Business conversions reported under the network name TikTok for Business – SAN as opposed to TikTok for Business – Android and TikTok for Business – iOS. Be sure to connect with your client success manager or email Support@Kochava.com to understand implications for network name filters in reporting, analytics, query, and other tools.
Supporting Modeled Attribution via Enriched SAN Integration
To ensure that advertisers see consistent performance after the migration is complete, Kochava will introduce support for modeled attribution on TikTok campaigns effective August 27. Unlike modeled conversions/advanced conversions provided by other SAN partners, TikTok leverages the attribution technology of independent mobile measurement partners (MMPs) to power modeled attribution on their campaigns. For this reason, Kochava has introduced a new integration type called Enriched SAN. The Enriched SAN label will be applied to any SAN partner that leverages Kochava attribution technology to power modeled attribution.
How Kochava’s Enriched SAN Integration Will Work for TikTok
As a self-attributing network, TikTok will receive app install and in-app event payloads from advertisers that configure an integration with TikTok. TikTok’s attribution API makes a first-party SAN claim against conversions where there’s a definite match to TikTok ad activity.
Additionally, TikTok syndicates all ad impression and click data to Kochava. If no first-party SAN claim is available, Kochava will perform modeled attribution—logging an attribution match if available. In the attribution waterfall, first-party claims from TikTok’s direct attribution API always supersede modeled attribution claims. Unlike other MMPs where advertisers must navigate two distinct partner configurations (one for SAN claims and another for MMP-modeled attribution), Kochava has unified this functionality under a single integration.
The combination of first-party attribution claims directly from TikTok and modeled attribution claims powered by Kochava provide the most holistic multi-touch attribution reporting for TikTok campaigns.
Other SAN partners will be onboarding as Enriched SAN partners for modeled attribution in the future.
What Kochava Clients Need to Know
Once modeled attribution is deployed on August 27, the Enriched SAN integration for TikTok for Business will be on by default for all Android apps with live TikTok campaigns. The Enriched SAN integration requires the use of your Kochava App GUID. To simplify this process, we are collaborating with the TikTok team to automatically fill in the App GUID for your transitioned apps. Once the Enriched SAN integration is deployed, we highly recommend you verify that the Kochava App GUID is updated in TikTok Events Manager.
For advertisers running iOS campaigns on TikTok, please contact your Client Success Manager or Support@Kochava.com to ask for guidance on configurable settings within TikTok’s partner reconciliation page or Kochava Privacy Profiles.
To be alerted to product updates and partner changes, please subscribe to our customer newsletter.
