<b>Why your sales numbers don't match TikTok's (attribution windows)</b>

<b>Why your sales numbers don't match TikTok's (attribution windows)</b>

Ever seen TikTok claim 20 sales but your store shows 30? You're not going crazy, it's the attribution window, meaning the time period TikTok takes credit for a sale after someone sees or clicks your ad.

Let's unpack the settings:

— Click-through window (often 7 days) = credit if they clicked, then bought within that time
— View-through window (often 1 day) = credit if they only watched, then bought soon after

Here's the deeper point: a longer click window 'finds' more sales because it looks further back, while a shorter one looks stricter. Neither is wrong, they just count differently.

This is why TikTok and your store rarely match exactly, they measure with different rulers.

Don't worry, this confuses experienced people too.

Try this: find your attribution setting in campaign settings and just note what it says. Knowing your ruler is half the battle.