TikTok raw data reporting

TikTok's guidelines state that device IDs from view-through attribution (VTA) may only be shared at the network level. MMPs cannot share the timestamp, advertising ID, campaign structure, and other user-related data from view-through impression callbacks.

Important:
Only impression-based traffic is restricted by TikTok. Click-based traffic is unaffected.

Which data sources are impacted?

What is not impacted?

  • The timestamp of view-through conversion callbacks (such as install, session, event).
  • Daily aggregated VTA reporting that includes campaign metadata but no device IDs.

Callback string format

To support end-user privacy and remain compliant, Adjust reports impression-based raw data from TikTok in a specific way.

Below is an example of a callback string that Adjust sends. In this string, text within curly braces { } are Adjust placeholders. Placeholders are macros that enable Adjust to dynamically add user or engagement data to the client's callback string. 

Standard string:

https://mydatawarehouse.com/adjust/info?tracker={tracker_token}&tracker_name={tracker_name}&network_name={network_name}&campaign={campaign_name}&adgroup={adgroup_name}&creative={creative_name}

For TikTok, Adjust sends a different kind of callback string for impression-based activities to clients. 

Compliant string:

https://mydatawarehouse.com/adjust/info?tracker=tt_inst&tracker_name=TikTok%20SAN&network_name=TikTok%20SAN

Note the following changes to this string compared to the standard example:

  • tracker = tt_inst for non-SAN attribution and ts_inst for SAN atribution.
  • tracker_name = Tiktok installs for non-SAN attribution and TikTok SAN for SAN attribution.
  • network_name = Tiktok installs for non-SAN attribution and TikTok SAN for SAN attribution.
  • campaign, adgroup, and creative placeholders are dropped completely

Which placeholders are impacted?

PlaceholderReported Value
{tracker}
  • Non-SAN: tt_inst
  • SAN: ts_inst
{tracker_name}
  • Non-SAN: Tiktok Installs
  • SAN: TikTok SAN
{network_name}
  • Non-SAN: Tiktok Installs
  • SAN: TikTok SAN
{campaign_name}""
{adgroup_name}""
{creative_name}""
{engagement_time}""
{engagement_time_hour}""
{impression_time}""
{impression_time_hour}""
{ip_address}""
{country}""
{city}""
{country_division}""
{postal_code}""
{region}""
{idfa}""
{idfv}""
{android_id}""
{gps_adid}""
{google_app_set_id}""
{fire_id}""
{oaid}""
{user_agent}""
{idfa||android_id}""
{idfa||gps_adid}""
{idfa||gps_adid||fire_adid}""
{idfv||google_app_set_id}""

Check the placeholders page for more information.