Conversion Optimization: Find people to take action on your website or Instant Page. Landing Page View Optimization: Find people to visit your website or Instant Page. Click Optimization: Find people to click your ads. Tips: Leverage TikTok Ads Manager's web-based optimization goals to deliver ads to audiences more likely to click your ads, take action on your site or Instant Page, and trigger high-value activities on your website. Why: The Traffic objective brings people to your website, and the Website Conversions objective gets people to take valuable actions on your website or a TikTok Instant Page. Use the Traffic advertising objective to attract quality traffic to your website and use the Website Conversions advertising objective to get people to take a desirable action Tips: Only create new ad accounts to help with account management and analysis. Do not: Create new accounts to address performance or scaling challenges, as this cannot solve such issues. Why: Conversion and performance data are stored at the account level, which helps the system deliver ads more accurately. App marketers only need to post back purchase value, as currency is set up via MMP. Tips: Web marketers will need to postback purchase value and currency. Why: Posting back purchase value and currency will let you view your return on ad spend (ROAS) on TikTok Ads Manager and enable you to optimize directly for high-value purchasers using value-based optimization for app or web. Why: This will allow you to send privacy-safe customer information to better match website events with ads on TikTok, letting you expand your reach, boost campaign optimization, and capture more events with complete cross-device and cross-session matching. Why: Sharing all unattributed app event data and all unattributed web events with TikTok will give our system more signals it can use to optimize ad delivery and let you create retargeting audiences. Share all unattributed event data from your app and website to TikTok For example, an e-commerce business might share "View Content," "Add to Cart," and "Complete Payment" events with TikTok. Tips: If you cannot post back all your event data, post back at least three events from the upper, mid, and lower parts of your funnel. Do not: Only share one event with TikTok. Why: The system can use your upper funnel events to better predict the conversion rate (eCVR) for lower funnel events. Share full funnel events from your website or app to TikTok With fewer attributed events for each pixel, the system is less accurate at predicting the estimated click-through and conversion rates. Why: Installing multiple pixels on a website will dilute the number of attributed events the pixel can track. Only install one TikTok Pixel on your website When possible, we recommend using both the API integrations and Pixel at the same time. Tips: We offer Pixel and API integrations for you to choose the right solution based on your technical capabilities and business needs. Why: Sharing web signals help you show people personalized ads and unlock benefits such as better targeting, optimization, and measurement. Web marketers need to share signals directly with TikTok via our web measurement tools Please check with your TikTok representative for more information. Note this is currently in testing and not available to all users. Events API & SDK: Directly and flexibly share signals with TikTok without needing a Mobile Measurement Partner as an intermediary. Mobile measurement partners: We have integrated with leading mobile measurement partners (MMPs) to enable you to share event data for the purpose of optimization and measurement. Tips: Share signal data with TikTok directly or via third-party partners: Why: Sharing events from your app with TikTok lets you attribute campaign impact, optimize performance for your app campaigns, and unlock better targeting. These recommendations form the basis for creating and running successful auction ads.Īpp marketers need to share signals with TikTok We developed these best practices using our internal data and consulting directly with the people who designed TikTok Ads Manager. At TikTok for Business, we want to help you grow your business! In this article, we've put together a list of recommendations and tips to help you get the most out of your auction ads on TikTok Ads Manager.
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