TikTok’s Advanced SAN integration in Singular: what you need to know

Knowledge is a good thing. So is accuracy. While both have been a little harder to come by in the mobile advertising space on iOS since App Tracking Transparency, Singular helps you claw back vital performance insights with industry-best SKAdNetwork attribution and the revolutionary Unified Measurement methodology, which uses multiple data sources for significantly higher accuracy than available anywhere else.

TikTok is helping as well.

TikTok Advanced SAN

This year, TikTok released an advanced SAN integration, or self-attributing network technology that integrates with mobile measurement partners like Singular. TikTok advanced SAN offers better visibility into TikTok’s true contribution to app performance campaign outcomes. It also provides more accurate conversion recognition and reporting.

Singular supports TikTok’s Advanced SAN measurement, and as of September 4th, TikTok has completed migration of all advertisers from legacy integrations to this new self-attributing integration. 

While this doesn’t govern Singular’s final attribution logic, it significantly helps in providing more accurate recognition of TikTok’s conversion contributions. It will allow more accurate and complete cross-channel and cohorted attribution reporting for TikTok Ads in your Singular account.

Under the new Advanced SAN integration framework, users with IDFAs will still be reported the same way as they always have been, while ad measurement insights for users who decline to be tracked will be measured in a privacy-compliant way. 

In short, under the new integration:

• Measurement is more accurate
• Measurement is faster
• Measurement is richer, with additional data points

Better results

The result we’re seeing now is better performance: higher conversion rates at lower cost. If you’re new to this change, you should expect to see an increase in TikTok attributed conversions from the new touchpoint signals.

If you have any questions about the data, please talk to your Singular contact.

iOS measurement under ATT

It hasn’t been an easy transition for all to a largely IDFA-less iOS mobile advertising ecosystem. 

However, those who are using Singular’s advanced SKAN measurement technology have significantly boosted their iOS results, with results like:

• 31% more accurate measurement
• True organic identification
• 35-day cohorts
• 43% boost in campaign ROI
• 19% reduction in double-counted installs and revenue

This additional boost to privacy-safe iOS measurement accuracy from TikTok will only help make iOS better for performance marketers. 

Showing true TikTok performance

TikTok is an important tool in the mobile UA manager’s arsenal. 

Along with existing giants in search and social, TikTok was 1 of only 6 ad networks that ranked in every single category, every single geo, and every single platform for top return on ad investment in Singular’s 2024 ROI Index.

It was also 1 of the top 4 ad networks on the planet for ad spend capture.

Here’s what we said in the ROI Index about TikTok:

TikTok is no longer a surprise breakout. 

TikTok is a major player that this year hits every single index in the 2024 Singular ROI Index and often ranks high. Scale is also significantly up, with both spend and customer count in the top tier of the big players whose names are not Google and Meta.

TikTok wins an unprecedented level of time and engagement among mobile apps, but its monetization tools are still relatively young compared to its other big-platform competitors. If it can find a way to overcome some of its challenges vis-a-vis Meta and Google and Apple Search Ads in terms of data insights on its users, it will grow even faster.

Becoming a self-attributing network this year was 1 of those factors that will help TikTok grow even more. And using the new TikTok advanced SAN integration will ensure that you, as an advertiser, get the right data at the right time to properly evaluate your investment in TikTok.

Questions on the TikTok Advanced SAN integration with Singular?

If you have any questions about the TikTok Advanced SAN integration, please do not hesitate to talk to your Singular representative.