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Tenjin 成为首批支持 TikTok 自归因方案的 MMP（广告归因平台） 之一

Roman Garbar

10月 12, 2023

在过去的几个月里，Tiktok 一直在测试自己的自归因方案，并将于本周正式上线，我们很高兴成为首批支持的 MMP （广告归因平台） 之一。 Tenjin 将帮助您进行自动设置。关于方案迁移，请先通知您的 TikTok 销售主管，要求加入 SAN 允许列表。

在过去几年中，TikTok 经历了蓬勃发展，我们见证了越来越多的广告商选择 TikTok 作为其获取用户的第一个广告平台。同时，越来越多的 Tenjin 高级用户通过 IAP （应用内购买） 和 广告收入回调  优化 TikTok 表现。

As one of the first few MMPs supported by TikTok, we work closely with the TikTok team to improve our mutual clients’ experience and deliver TikTok’s latest features to Tenjin users. That collaboration means Tenjin is also one of the first MMPs to support TikTok’s switch to self-attributing network (SAN).

什么是自归因渠道？

自归因渠道接收 App 内所有用户的 App 事件数据，它们用它们自己的逻辑（如归因窗口、启用或禁用展示归因）处理数据，并归因用户的营销活动的 App 事件数据。

目前， Tenjin 支持以下自归因渠道：

  • Meta
  • Google
  • Apple Search Ads
  • Yahoo
  • TikTok
  • Snapchat

同理，非 SAN 则依靠 MMP 的归因逻辑，来确认新增用户和其他关键行为。

为什么广告主在自归因渠道依旧需要归因服务？

自归因渠道（SAN）通常不向广告主提供更细颗粒度的数据，这些数据只向官方合作的 MMP 提供。

如果没有 MMP 的归因服务，您将受限于将来无法对自归因渠道的数据有效去重，并在一个统一的视图中展示。

在 TikTok 广告管理平台将有哪些变化？

  • 更多归因安装/事件： 由于 TikTok 现在将对在 TikTok 归因窗口内发生的互动进行分级归因，这意味着 TikTok 广告管理平台可能会比以前看到更多的转换。但具体影响因广告主而异。
  • 为 TikTok 的后链路提供的更多数据： 这些更多的数据事件也将用于 TikTok 在后链路的算法优化，包括竞价、定位和优化。随着时间的推移，这可能会带来更好的表现。
  • 面向未来的归因解决方案： 转向自归因渠道是解锁额外的专有归因解决方案的第一步，虽然许多解决方案仍在开发阶段，但 TikTok 未来可能推出的一些功能包括隐私优先转换提升研究、多触点归因报告和其他归因产品，来帮助您从 TikTok 的广告中获得最大收益。
  • X-channel 转换报告在 MMP 中仍然可用： 许多广告商使用 MMP 的 X-channel 转换数据来制定预算决策和比较不同平台的 ROI，当 TikTok 转向自归因渠道时，这个报告仍将存在，因此您可以继续正常使用该报告。
  • 整体测量： TikTok 仍会向选中的 MMP（包括 Tenjin）发送点击和印象数据，而 MMP 则会利用这些数据对 TikTok 中同意追踪的用户进行补充。

在 Tenjin 的面板（ dashboard ）中将有哪些改变？

由于这一变化，跟踪（基于 Tenjin 归因逻辑）安装和报告（基于 TikTok 归因）安装之间的差异可能会增大，差异会因广告商而异。

除此之外，其他保持不变。

新用户需要遵循使用以下指南设置 TikTok 集成。

更多 TikTok & Tenjin 指导：

您还有其他问题吗？可发送电子邮件至 support@tenjin.com。

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Sunny Cha

Tenjin’s Dictionary for App Marketers

App marketing isn’t an easy job. With hundreds of thousands of apps competing for attention, marketing has become a race, requiring the ability to quickly navigate through dense thickets of technical knowledge and performance requirements. One of the side effects of this growing complexity is a professional terminology that’s incomprehensible to outsiders. And if an...

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Growth Analytics vs. Product Analytics: What’s the Difference?

Sunny Cha

Growth Analytics vs. Product Analytics: What’s the Difference?

We often get asked how Tenjin compares to analytics companies such as Mixpanel, Amplitude, deltaDNA, and others. The short answer is that the best way to describe those other analytics solutions is as product-centric tools, while Tenjin can best be categorized as a growth-centric tool. What do we mean by product vs. growth analytics? Product-centric...

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Reported Installs vs. Tracked Installs

Sunny Cha

Reported Installs vs. Tracked Installs

If you use our attribution to track installs by media source, you might notice that there are two types of installs described there: Reported Installs and Tracked Installs. What’s the difference? Why are there differences between Reported Installs and Tracked Installs? Are the networks trying to scam you by overcharging for installs? No, probably not. In very few...

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Tenjin’s Data Now Available through Mixpanel for Improved Product Analytics

Sunny Cha

Tenjin’s Data Now Available through Mixpanel for Improved Product Analytics

The consumer journey is more complex today than it has ever been before. As consumers rely on a greater multitude and variety of connected devices, it has become increasingly difficult to follow their digital footprint. And yet it’s vital for product people in this day and age to understand every user’s journey so that they...

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The Paid Marketing Conversion Funnel

Chris Farm

The Paid Marketing Conversion Funnel

In my last few meetings with small developers who want to learn about paid User Acquisition, we talked about the paid marketing conversion funnel. It seems like a simple concept at the outset, but when marketers first start buying installs it’s probably the most important concept to understand. Here’s a slide that sums up the...

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Tenjin Adds Search Ads Attribution for iOS 10

Sunny Cha

Tenjin Adds Search Ads Attribution for iOS 10

Today, Apple ends its test of App Store Search Ads and rolls out the feature to all developers as part of iOS 10. This is a brand new user acquisition channel, and one with interesting implications for big and small app developers alike. Impact of search on the app marketSearch on the App Store has become clogged...

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IDFA Sends All Zeros on iOS 10 Devices

Chris Farm

IDFA Sends All Zeros on iOS 10 Devices

A few months ago, Apple announced that iOS 10 will send all zeros for itsadvertisingIdentiferfield when the device’s user sets their limit ad tracking flag toON. According to Tenjin’s aggregate records, this represents ~15% of devices where IDFA will not be unique for a specific device. As I noted in my last post about cookies, the...

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Pay Attention to These Overlooked Mobile Metrics!

Sunny Cha

Pay Attention to These Overlooked Mobile Metrics!

High-level KPIs like ARPU and retention are great for getting a big-picture view of your mobile app’s health, but while they might suffice for an executive summary, developers tasked with moving the needle every day know the value of digging deeper. We put together a list of some valuable and overlooked KPIs that are driving...

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Tenjin Raises $2.5 Million from NetEase Capital to Expand Its Marketing Infrastructure for Mobile Apps

Sunny Cha

Tenjin Raises $2.5 Million from NetEase Capital to Expand Its Marketing Infrastructure for Mobile Apps

Press Release: San Francisco – June 2, 2016 – Tenjin, the mobile marketing infrastructure company, announced today that it has raised an additional $2.5 million in funding to simplify and improve mobile marketing by giving marketers complete control over their user data. The round was led by NetEase Capital, the venture arm of the NASDAQ-listed...

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Tenjin DataVault: a marketing infrastructure as a service.

Sunny Cha

Tenjin DataVault: a marketing infrastructure as a service.

Tenjin is proud to announce DataVault, a professional, fully managed, direct access SQL Data Warehouse for all your marketing needs. It’s a big step to democratizing mobile app business infrastructure. App developers commonly build business infrastructure once their mobile app shows promise. This is distracting. Tenjin can offload this infrastructure work with DataVault, allowing developers to...

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Building for the Marketing Scientist

Chris Farm

Building for the Marketing Scientist

As marketing goes digital, it starts to share a lot of common ground with data science. At Tenjin, we are seeing people with backgrounds in these two seemingly distinct fields, marketing and data science, emerge with a new role: the “Marketing Scientist”. There are two main drivers for the rise of the Marketing Scientist: These two...

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