In brief
A conversion event is a useful action on your website or app: purchase, lead, sign-up… In an ad group, the optimization event tells TikTok which action to look for. The attribution window indicates for how long after a click or a view a conversion is credited to the ad.
Why it matters
- TikTok delivers your ads to the people most likely to perform the chosen event: a wrong choice steers delivery to the wrong audience.
- The attribution window changes the figures displayed: two accounts set differently aren't comparable.
The steps
- In the ad group, choose the optimization location (website, for example) then the data connection.
- Choose the optimization goal: value, conversion, landing page views or click (depending on the campaign objective).
- Select the optimization event (by default, purchase for a sales campaign).
- Choose the bid strategy: target cost (keep the cost per result close to an amount) or maximum results (as many results as possible within the budget).
- Check the attribution window (click and view) in the settings and in the Attribution analytics menu.
Pitfalls to avoid
- Optimizing for an event that is too rare: few results, so little learning.
- Optimizing for an event that is too easy (a click, for example) when you want sales.
- Setting an unrealistic target cost: too low, it limits delivery.
- Comparing campaigns with different attribution windows.
Frequently asked questions
Which event to choose to sell? Purchase, if you have enough purchases; otherwise a more frequent event higher up in the journey (add to cart, for example).
Why does my target cost block delivery? Because the market costs more than your target: bring it closer to your recent average cost.
Key takeaways
- The optimization event steers delivery.
- Target cost = cost control; maximum results = volume.
- Same attribution window for comparing.
Practice in TRIALO
In a Sales group, switch from “Maximum results” to “Target cost” and enter a very low cost: see in the results the drop in delivery after fast-forwarding time.