Short answer: if TikTok numbers shifted on one date, check whether that is when your app moved to TikTok's self-attributing network (SAN) integration. According to TikTok's help centre, conversions and clicks may fluctuate on the transition day, and it advises keeping the legacy integration active for at least 60 days.
Why TikTok numbers move on one date
SAN integration: a set-up in which TikTok decides which installs it drove and reports those claims to the MMP, rather than the MMP matching TikTok clicks itself.
TikTok's help centre describes the SAN move as not changing the MMP's final attribution logic, but it notes fluctuations around the switch. The facts on this page come from TikTok's help centre as reported by search engine extracts, so check them in your own account.
Is the change in TikTok, in the MMP, or both?
Look at both lines on one chart. A shift in both around the switch points to the transition; a shift only in TikTok around new ad groups points to their attribution settings.
Likely causes
- SAN transition day. Per TikTok's help centre, conversions and clicks may fluctuate on transition day.
- New ad group attribution settings. TikTok's help centre says ad groups on SAN can use 1 or 7-day click, 1 or 7-day engaged view, and off or 1-day view-through, and settings cannot be changed after publishing.
- External tools still reading old network names. TikTok advises updating tools that read your MMP's network reporting.
- Legacy integration switched off too early. TikTok advises keeping it at least 60 days.
How to confirm it
- Find the date of your SAN switch in your MMP's TikTok integration history.
- List ad groups launched around the date with their attribution settings.
- Compare the weeks before and after, excluding the transition days.
- Check dashboards and BI tools for a renamed or split TikTok source.
MMPs such as Linkrunner, Tenjin or Kochava each document their TikTok integration steps; check your MMP's guide for how it labels SAN and legacy TikTok data.
How to fix it
- Annotate the transition date on every dashboard.
- Keep the legacy integration active for at least 60 days, as TikTok advises.
- Use one attribution setting across ad groups you want to compare.
- Duplicate ad groups to change settings, since published ones cannot be edited.
- Update external tools that map TikTok network names.
| Shift appears in | Likely cause |
|---|---|
| Both tools, on switch date | SAN transition |
| TikTok only, with new ad groups | Ad group settings |
| BI tool only | Network name changed |
TikTok pages cite different dates for the end of the legacy MMP integration, so confirm the current status with TikTok or your MMP. The TikTok troubleshooter covers steady gaps as well, and the self-attributing networks guide and attribution windows guide explain the mechanics.