TikTok changed the iOS campaign setup

🚨 TikTok has changed the iOS campaign setup 🚨

Today, I noticed a new option when creating an iOS campaign on TikTok: you can now enable or disable SKAN attribution.

This is essentially the same approach Meta uses with AEM, but TikTok still gives you the option to activate SKAN attribution so you can view SKAN data directly in the dashboard (something that you can also do with Meta but not in TikTok if you disable this option)

The question is: What signals are the campaigns using now?

Previously, you couldn’t disable SKAN when ADC was enabled so I assumed the campaigns were still relying on SKAN signals for optimization. But now, it looks like TikTok has taken things a step further. It appears the algorithm is ready to optimize based on probabilistic signal attribution only.

Time to test!