Tiktok Attribution Window [repack] May 2026

TikTok doesn't track a customer's life cycle forever. It sets a clock. If the customer buys after the clock runs out, TikTok takes zero credit—even if the ad was the reason they wanted the product. TikTok splits attribution into two categories. You need to treat them differently.

"Sales are up 20%, but TikTok says we only made $5,000. Why are we spending $10,000 on ads?" tiktok attribution window

Google will say: "The user clicked a Google search link 10 minutes before buying. Google gets the credit." TikTok doesn't track a customer's life cycle forever

TikTok will say: "But the user watched our ad 6 days ago. We get the credit." 000. Why are we spending $10

If you’ve been running TikTok ads for more than a week, you’ve likely had this conversation with your boss or client: