Apart from its vital function as a redox cofactor, nicotinamide adenine dinucleotide (NAD+) has emerged as a crucial substrate for NAD+‐consuming enzymes, including poly(ADP‐ribosyl)transferase 1 (PARP1) and CD38/CD157. Their association with severe diseases, such as cancer, Alzheimer's disease, and depressions, necessitates the development of new analytical tools based on traceable NAD+ surrogates. Here, the synthesis, photophysics and biochemical utilization of an emissive, thieno[3,4‐d]pyrimidine‐based NAD+ surrogate, termed NthAD+, are described. Its preparation was accomplished by enzymatic conversion of synthetic thATP by nicotinamide mononucleotide adenylyltransferase 1 (NMNAT1). The new NAD+ analogue possesses useful photophysical features including redshifted absorption and emission maxima as well as a relatively high quantum yield. Serving as a versatile substrate, NthAD+ was reduced by alcohol dehydrogenase (ADH) to NthADH and afforded thADP‐ribose (thADPr) upon hydrolysis by NAD+‐nucleosidase (NADase). Furthermore, NthAD+ was engaged in cholera toxin A (CTA)‐catalyzed mono(thADP‐ribosyl)ation, but was found incapable in promoting PARP1‐mediated poly(thADP‐ribosyl)ation. Due to its high photophysical responsiveness, NthAD+ is suited for spectroscopic real‐time monitoring. Intriguingly, and as an N7‐lacking NAD+ surrogate, the thieno‐based cofactor showed reduced compatibility (i.e., functional similarity compared to native NAD+) relative to its isothiazolo‐based analogue. The distinct tolerance, displayed by diverse NAD+ producing and consuming enzymes, suggests unique biological recognition features and dependency on the purine N7 moiety, which is found to be of importance, if not essential, for PARP1‐mediated reactions.