TikTok organic attribution connects visits and conversions to your accounts and campaigns. Start with a link for each account, track the action you want people to complete, and bring the results together over the same period.
You can then compare markets that bring visits, accounts that generate enquiries and campaigns that attract users to your app.
Choose the conversion to track
Start with your business goal: a purchase, a qualified enquiry, a sign-up or a first useful action in your app. Define exactly when that action is complete.
| Your business | Desired action | Event to measure |
|---|---|---|
| Online store | A paid order | purchase, after the purchase is confirmed |
| Service or agency | An enquiry sent | generate_lead, after the form submission is confirmed |
| SaaS | An account created | sign_up, after successful registration |
| Mobile app | A first useful action | A product event, such as creating a first project |
Keep the intermediate steps too: visits, offer clicks and sign-up starts. They help you find where people stop progressing. Our guide to TikTok views without sales helps you choose what to test at that point.
Name links by account and market
Use one naming convention across your team. For links to your website, UTM parameters identify the platform, channel, campaign and link in Google Analytics.
Here is an example for a product account targeting the UK:
| Parameter | Example value | What it identifies |
|---|---|---|
utm_source |
tiktok |
The platform |
utm_medium |
social |
The organic social channel |
utm_campaign |
organic_uk_oct26 |
The campaign and market |
utm_content |
uk_product_profile |
This account’s profile link |
The link becomes:
https://example.com/product?utm_source=tiktok&utm_medium=social&utm_campaign=organic_uk_oct26&utm_content=uk_product_profile
Use short, lowercase names and keep the convention consistent throughout the campaign. Give paid campaigns their own names.
When several videos lead to the same profile, read the results at account level. To distinguish two clickable destinations, name each link separately. Our multi-account strategy guide helps you define account roles before comparing them.
Read the results on your website or in your app
On a website: GA4 and confirmed orders
In GA4, open Reports → Acquisition → Traffic acquisition. Choose “Session source / medium” and search for tiktok / social. Use Session campaign to compare your markets. The Traffic acquisition report shows sessions and the associated key events.
Record the event chosen in the first step and mark it as a key event. For a store, send a unique transaction_id with each purchase: GA4 uses it to deduplicate web purchase events.
Then compare tracked purchases with paid orders in your store. For a service, do the same with enquiries received in your CRM.
For an app: campaign links and activation
On iOS, create a campaign link in App Store Connect. The ct token identifies the campaign; pt identifies your developer account. Name campaigns consistently with your TikTok publishing plan, then review their downloads and usage in Analytics.
On Android, your developer can integrate Google Play Install Referrer to retrieve the campaign referral associated with an installation.
Also track a useful action inside the product: saving a meal plan, completing a first workout or creating a project. Tools such as Firebase let you record these app events. You get two views of progress: downloads and people who start using the product.
Bring the data into one report
Combine your TikTok publishing record, website or store data and confirmed conversions. Use the same dates and time zone.
You can add a question after sign-up or purchase: “How did you hear about us?” Keep the answer in its own column alongside the measured source.
For orders, group the records around one unique ID. An order found in your store, GA4 and a survey response counts as one order in your report.
Keep two GA4 views as well: session sources to follow visits, then attribution reports to examine how channels receive credit for key events.
Build a report that helps you decide
Start with one row per account and market:
| Account / market | Publishing | Visits | Conversion | Next action |
|---|---|---|---|---|
| UK product account | Published posts and views | UK campaign sessions | Confirmed orders or enquiries | Continue the series, adjust the page or test another angle |
| FR product account | Published posts and views | FR campaign sessions | Confirmed orders or enquiries | Adapt the message to questions received |
| App campaign | Published posts and views | Store listing visits | Downloads and first useful actions | Reuse the format or improve app onboarding |
Add the available data, the source of each column and any gaps to fill. Exclude your test clicks, registrations and orders.
At the review, choose one action: keep a series that brings relevant visits, improve a destination with few conversions or increase distribution of ready content. For an app, our TikTok marketing guide connects that decision with your product team’s work.
Have content ready for several markets? Explore Outfruit plans and prepare your launch with the distribution checklist.