TikTok is looking to help marketers better connect the dots between the performance of their TikTok campaigns and their bottom line numbers, through a new partnership with TransUnion that will facilitate multi-touch attribution within TikTok campaigns. 

The process will use TransUnion's "TruAudience" framework, which leverages privacy-first data collection processes to provide omnichannel insight.

According to TikTok:

"TransUnion's TruAudience Marketing Attribution solution assigns credit for a conversion to multiple touchpoints in a customer journey. This provides marketers with the answers to crucial questions such as which marketing channels and tactics are most effective at driving conversions, and which specific touchpoints within a channel are most effective."

The system utilizes input from your point of sale together with other information from your business database to offer a more inclusive view about how each of your campaigns is performing and, by doing so, help you get a better understanding of the specific impact of each initiative.

Facilitating better data attribution is becoming increasingly critical as more geographies consider deploying restrictions on data usage, while both Google and Apple deploy more obvious data control choices. True, of course, with Apple's recent iOS 14 rollout, which asks users to agree or decline tracking within apps, and Google's phase-out of cookie tracking - so marketers will need to look elsewhere for data sources to optimize their campaigns.

This new initiative may come as a boon for TikTok marketers, helping answer some questions while also making possible an overview of the impact of all of your marketing efforts at a more panoramic level.

Those interested in working with TransUnion's TruAudience Analytics can get in touch with their TikTok Brand Partnership Manager or Measurement Partner for more information, says TikTok.