Revenue Attribution: Google Ads + TikTok Ads
Which marketing brings in paying customers? askotter reads Google Ads and TikTok Ads together and answers it for your business, by text.
How does revenue attribution with Google Ads and TikTok Ads work for a small business?
askotter reads Google Ads and TikTok Ads side by side so it can trace each payment back to the marketing that earned it. One count of where paying customers came from, built from the path each one took.
Read the full answerShow less
A person reviews every suggestion before it changes your budget. The owner asks follow-up questions by text.
- From Google Ads
- Campaign performance, Keyword data and quality scores, Ad group and creative performance.
- From TikTok Ads
- Campaign and ad group performance, Creative and video metrics, Audience targeting.
- Status
- TikTok Ads is on the integration roadmap, so the matching described here starts when that connector ships.
- Not for
- Replacing Google Ads or TikTok Ads. Both keep working exactly as they do now.
Which marketing brings in paying customers?
Every ad platform takes credit for the same customer. Google, Meta and your email tool can each claim one booking, and they cannot all be right. You need one count you can trust.
How askotter handles it
askotter reads Google Ads and TikTok Ads side by side, so it can trace each payment back to the marketing that earned it.
A person checks the result before it reaches you. This is part of our Google Ads management work.
How Google Ads and TikTok Ads records line up
Google Ads and TikTok Ads both keep the UTM source, medium and campaign values from the visit, so activity lines up campaign by campaign even when no single person can be matched.
Shared between the two: the UTM campaign tags.
What revenue attribution uses from each
Revenue attribution needs a way to connect a touchpoint to a payment.
From Google Ads that means the gclid on every click. From TikTok Ads it means the ttclid on the click and campaign tags on the URL.
These two tools hold no shared customer identifier, so per-customer answers need a third connected tool that each side can match, such as GA4 or your CRM. Daily totals work with these two alone.
TikTok Ads is on the integration roadmap, so the matching described here starts when that connector ships.
What each tool sees on its ownShow less
Google Ads on its own
Google Ads counts the conversions it can see through its own tag. It cannot tell a refunded sale from a kept one, or a junk lead from a good one.
Timing. Google Ads credits a conversion back to the date of the click, so yesterday's conversion count can still rise for days.
Access. The Google Ads API with read access to the account.
TikTok Ads on its own
TikTok sees views, clicks and the conversions its pixel catches. It cannot see what happens after a visitor leaves the tracked site.
Timing. TikTok reports conversions under the attribution windows chosen in the ad account, and those counts can include view-through conversions.
Access. The TikTok Marketing API with read access to the ad account.
Related guides
- Why Your Google Ads Aren't Converting (And How to Fix It). Clicks without conversions is the most expensive problem in marketing.
- Performance Max for Local Businesses: Where the Budget Goes. The campaign type that decides for you, and the reporting that follows.
Services that use these connections
Other analyses: Google Ads + TikTok Ads
Questions about Google Ads + TikTok Ads
Do I need a developer to connect Google Ads and TikTok Ads?
How is askotter's Revenue Attribution different from what Google Ads shows on its own?
Google Ads + TikTok Ads is coming soon
Talk to us about your timeline, and we will confirm the launch date before you commit.
Self-managed is $99/mo and scales with the compute you use. Our team runs it from $600/mo.