On 10 November 2026 TikTok told advertisers it's adding new attribution metrics to TikTok Ads Manager. The short version: you'll be able to see the same conversion numbers under five different attribution windows in one view, instead of only the window you picked when you built the ad group. It's rolling out to eligible advertisers first, and it covers website conversions only for now, with app conversions planned for a second phase.
What TikTok is adding
There are 38 new metrics, in two groups.
Multi-window attribution (35 metrics). Seven website metrics, each shown across five attribution windows:
- Windows: 1-day click, 7-day click, 28-day click, 1-day view and 1-day engagement
- Metrics: conversions, cost per conversion, conversion rate, website purchases, website purchase value, website ROAS and website cost per purchase
Buy Direct (3 metrics). Conversions, purchases and purchase value, for advertisers taking part in TikTok's Buy Direct testing.
Where to find the new attribution metrics
- Campaign list: open Customise columns and look for Compare attribution settings under Attribution.
- Dashboard: 1-day click and 7-day click conversions can be added to the performance graph.
- View report: in Delivery and in Customise columns.
- Custom reports: add them from the Compare attribution settings category.
For some eligible website advertisers, TikTok says key attribution metrics will also be added to the default column view.
Why the TikTok attribution window has been a problem
The attribution window on TikTok is set at ad group level, and TikTok's help article on ad group attribution settings is clear that it can't be changed once the ad group is published. So when a client's GA4 or shop figures didn't match TikTok's, the only way to see what a different window would say was to build a new ad group and wait for data.
TikTok gives the same reason for the change: advertisers compare Ads Manager with internal and third-party reporting, and different attribution methods make it hard to find numbers that line up. Seeing every window side by side doesn't change what happened. It changes how quickly you can explain the gap between the ad account and the business's own records, and that's the conversation that matters with whoever pays for the ads.
How I'll use it in reporting
- Report on 7-day click. It lines up with the 7-day click figure most people already report from Meta, so it stays the headline number in a monthly report.
- Use 28-day click and 1-day view as context. People often find something on TikTok and buy later. The longer and view-based windows show how much of that is happening, but they also count people who would have bought anyway, so they sit beside the headline rather than replacing it.
- Watch the engagement window on video-led campaigns. It credits conversions from people who engaged with the ad rather than clicked it, which is useful when the creative is doing the selling.
- Don't pick the window that flatters the campaign. With five windows on screen, the temptation is to report whichever has the best ROAS. The number I judge the work on is still the one in the client's own sales records.
If TikTok and GA4 are far apart in every window, the cause is usually tracking rather than attribution, and that's worth fixing before reading anything into the comparison. The tracking and automation page covers how I set that up.
What it doesn't do yet
- It's website conversions only. App campaigns wait for phase two.
- It goes to eligible advertisers first, so it won't be in every account straight away. If Compare attribution settings isn't in your column picker, it hasn't reached your account yet.
- It's a reporting view. The attribution setting on each ad group stays as it was, and still can't be changed after launch.
Based on TikTok's announcement to advertisers on 10 November 2026 and TikTok's Help Center article on ad group attribution settings, checked on 10 November 2026. TikTok hadn't published a public help article on the new metrics at the time of writing.
I run paid ads on Meta, Google and TikTok across the UK, the Gulf and Pakistan, and build the tracking and pages around them. Get in touch or find me on LinkedIn.