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What is the difference between Adjust's SAN and non-SAN integrations with TikTok?
How the non-SAN integration works
Using Adjust's non-SAN integration with TikTok, TikTok sends all engagement data to Adjust via links at the time of click or impression. When a user decides to download and open an app, Adjust performs attribution using the data already received from TikTok at the time of engagement.
How the SAN integration works
With TikTok operating as a self-attributing network, Adjust no longer receives real-time engagement data. Instead, when a user downloads and opens the app, Adjust sends an API call to TikTok requesting for them to confirm and share engagement data with Adjust. We will then perform attribution using the data received from our API call to TikTok.
Why do I need to set up both "TikTok For Business" & "TikTok For Business [SAN]" partners?
TikTok For Business [SAN] works with Adjust as a Self-Attributing Network (SAN).
TikTok For Business uses Adjust attribution links to capture
attribution information that may not be captured in TikTok For Business [SAN]. These partners together provide complete measurement.
I transitioned from the non-SAN integration: will this impact my reporting?
All the TikTok attributed metrics are under the TikTok for Business channel in Datascape.
Why does Datascape show different conversions than TikTok Ads Manager dashboard?
App conversion reporting discrepancies between TikTok Ads Manager and Adjust are common
and expected because different tools define and calculate conversions differently. While we work closely with TikTok to minimize these discrepancies, you need to be aware of potential causes.
Cause
TikTok Ads Manager
Datascape
Click-through attribution lookback window
The default window is 7 days. You can configure this value to either 1 day or 7 day.
The default window is 7 days. You can configure this value between 1-30 days. To reduce discrepancies between TikTok for Business and Adjust, ensure that the click-through attribution lookback window is consistent with the ones defined by TikTok For Business.
View-through attribution lookback window
The default window is 1 day. You can configure this value to either 1 day or turn this off.
The default window is 1 day. You can configure this value between 1-48 hours. To reduce discrepancies between TikTok for Business and Adjust, ensure that the view-through lookback window is consistent with the ones defined by TikTok For Business.
Multi-channel source attribution
TikTok self-attributes installs if the install happens within the attribution window after the engagement (click or impression) regardless of other sources.
Adjust considers all clicks and impressions across different sources before making an attribution decision. By default, the source with the last touch gets the final attribution.
Different timezones
Confirm that the timezones on both platforms are the same. Find your timezone in TikTok Ads Manager.
Confirm that the timezones on both platforms are the same. Use the UTC offset filter in Datascape to choose the timezone in which you want to view your data.
Click-Date Cohort vs. Install-Date Cohort
TikTok shows installs as well as post-install events in cohorts based on the date of the ad click (or the ad impression).
Adjust shows post-install events in cohorts based on the date of the install.
In-app event attribution periods
Attribution on each platform may differ based on attribution windows from the initial install.
Day 1-90
TikTok attributes in-app events to the click or impression time.
Adjust attributes in-app events to the last-known engagement.
Day 91+
After 90 days, in-app events aren't reported on TikTok.
Adjust attributes in-app events to the last-known engagement.
How should I set up TikTok SAN if I run retargeting campaigns?
If you run retargeting campaigns, you need to ensure that you are sharing sessions with TikTok and have enabled reattribution measurement. This is because Adjust handles reattribution based on the session claims from self-attributing networks.
