Compare Singular & TikTok for Business data
Singular is a TikTok Mobile Measurement Partner (MMP) integrated with TikTok for Business to support their official ads campaigns. When Singular registers an install for an app, Singular communicates with TikTok and receives information about which installs originated from clicks on ads on TikTok.
However, you may find that Singular reports show different numbers of installs and events than the TIkTok Ads Manager dashboard.
Such discrepancies do not necessarily indicate a problem. Singular and TikTok for Business have different technologies and approaches to attribution that use distinct attribution models. This may cause discrepancies between TikTok for Business and Singular dashboards. While we work closely with TikTok for Business to minimize these discrepancies, advertisers need to be aware of potential causes.
See also: Troubleshooting Discrepancies between Singular Reports and Ad Network Dashboard
Possible Reasons for Discrepancies
The table below describes possible reasons for discrepancies between the TikTok Ads Manager and the Singular dashboards:
| Cause | TikTok | Singular |
| Click-through attribution lookback window | The default window is 7 days. This window can be configured either 1 day or 7 day. | The default window is 28 days. The window can be configured between 1-30 days. To reduce discrepancies between TikTok for Business and Singular, ensure that the click-through lookback window is consistent with the ones defined by TikTok for Business. |
| View-through attribution lookback window | The default window is 1 day. This window can be configured either 1 day or off | The default window is 1 day. The window can be configured between 1-24 hours. To reduce discrepancies between TikTok for Business and Singular, ensure that the click-through lookback window is consistent with the on |
| Multi-channel source attribution | TikTok self-attributes installs if the install happens within the attribution window after the engagement (view, click, etc) regardless of other media sources. | Singular takes all clicks and views across different media sources into account before making an attribution decision. By default, the media source with the last touch gets the final attribution. Learn more |
| Different timezones | TikTok's timezone (displayed next to the date range) can't be adjusted. It was configured while creating the ad account. | Every advertiser's dashboard reporting timezone is configured at the time of account creation. |
| Click-Date Cohort vs. Install-Date Cohort | TikTok shows installs as well as post-install events in cohorts based on the date of the ad engagement (ad click/ad view) | In contrast, Singular shows post-install events in cohorts based on the date of the install (see What are cohort metrics?) |
| In-app event attribution periods | Attribution on each platform may differ based on period windows from the initial install: TikTok attributes post install in-app events up to 90 days from the install date. |
Singular does not use attribution windows for post-install events. Advertisers apply a Postback Window Starting Point and the numbers of days from the starting point for which they will share in-app events with TikTok. Singular will continue to attribute post-install events to TikTok until a re-engagement event occurs, prompting a change in the attributed source. |
Possible Configuration Issues
Is the TikTok data connector in Singular set up correctly?
To make sure, see the TikTok for Business Data Connector guide.
Then, consider the possibilities below.
Do you have different lookback windows set up in TikTok Ads Manager vs. Singular?
The lookback window is a setting that determines how far back the attribution mechanism searches for an ad click (or ad view) to associate with the install event.
For example, if you set the lookback window to seven days, the attribution mechanism looks for relevant clicks in the seven days leading to the install. An ad click that occurred eight days before the install will not be considered as an attribution candidate.
If you set a lookback window in Singular for TikTok clicks, and set a different lookback window in your actual TikTok Ads Manager dashboard, this can cause discrepancies. One of the platforms will attribute installs to certain clicks, while the other platform will ignore those clicks as being too far back before the install.
We recommend setting the same lookback window on both platforms.
Note: There is a separate lookback window for views. If you run view-through campaigns, make sure you set the same view-through lookback window on both platforms.
For more information, see The Attribution Lookback Window.
Other Causes of Discrepancies
The following differences between Singular's and TikTok's technologies may cause data discrepancies.
Different Attribution Decision Logic
Users often view and even click on more than one ad before they install an app. Singular takes all clicks and views into account before making an attribution decision.
Even if TikTok reported a click on an ad in the TikTok platform within the attribution lookback window, Singular may attribute the install to another network, which had a click that was even closer to the install. Meanwhile, TikTok attributes the install to itself.
Click-Date Cohort vs. Install-Date Cohort
Singular shows post-install events in cohorts based on the date of the install (see What are cohort metrics?). In contrast, the TikTok's dashboard shows installs as well as post-install events in cohorts based on the date of the ad engagement (ad click or ad view).
For example: