TikTok will say: "But the user watched our ad 6 days ago. We get the credit."
TikTok splits attribution into two categories. You need to treat them differently. tiktok attribution window
This behavior creates a "latency gap" between the ad impression and the conversion. The is the mechanism designed to bridge this gap, defining the timeframe in which a conversion is credited to an ad interaction. TikTok will say: "But the user watched our ad 6 days ago
This is the magic (and the controversy) of TikTok. If a user sees your ad (doesn't click), scrolls away, then 20 minutes later opens your app manually and buys—TikTok claims the assist. tiktok attribution window