Attribution Manager

Attribution Manager is the TikTok Ads Manager setting where you choose the rules and time windows TikTok uses to credit a sale back to an ad.

When someone watches or clicks your ad and then buys, TikTok has to decide whether that ad gets the credit. Attribution Manager is where you set the window that governs that decision, for example a 7-day click and 1-day view window, meaning a purchase counts if it happens within 7 days of a click or 1 day of a view.

Say a shopper taps your ad on Monday and checks out on Thursday. With a 7-day click window, that sale lands on the ad's report. Shorten the window to 1 day and the same sale vanishes from your numbers, even though nothing about the shopper changed.

Changing the window does not change reality, only how your dashboard tells the story. A longer window flatters your return on ad spend by scooping up sales the ad barely influenced, and a shorter one hides real wins, so two accounts with identical performance can look wildly different purely from this setting.

Pick your window once, write it down, and stop moving the goalposts.