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Web Traffic Ads on TikTok 2026 | Global Version

Why TikTok Why Web Traffic Ads How to Get Started New Innovations

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Set-up Guidance & Reporting Recipes for Success

Why TikTok

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How Poppi's Ellsworth turned TikTok buzz into a $2B brand

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TikTok drives brand growth

Gap CEO says its viral denim campaign stacked up 400 million views and is 'actually a cultural takeover'

TikTok delivers unique, incremental reach to other platforms

Source: TikTok Marketing Science Global Retail Path To Purchase Study 2021 conducted by Material.

users proactively % Of search a brand after seeing it on TikTok

Reach New Audience

audiences are % Of unique to TikTok,

allowing advertisers to attract new audiences.

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Social: Unlocking Growth Where Audience Hits a Ceiling

Create Search Interest

Increase Purchase Intent

Of users attribute their purchase intent to what they saw on TikTok 5

They are actively searching, commenting & researching The comment section

“I need someone to show me if this is worth itˮ

“What are other people saying about this?ˮ

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1 in 4

Creator Recommendations

Users search within 30 seconds of opening TikTok

3 in 4 Shoppers on TikTok agree that TikTok is the go-to place to discover new brands and products

Source: Future of Search Study 2025 (US results); Commerce Landscape Study 2024, commissioned by TikTok in collaboration with Ipsos

“I want to learn moreˮ

Why Web Traffic Ads

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Why Web Traffic Ads are the ideal first step to begin your TikTok journey

On TikTok, audiences are primed to take action

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TLDR

From Discovery to Brand Growth Millions come to TikTok daily to be inspired. Traffic is built to catch that inspiration through in-feed & search placements and direct it to your brand — acting as your Curiosity Converter to turn a discovery into deeper brand engagement.

In-Feed Curiosity to your brand

In Feed ads

helps fuel curiosity & spark discoverability for you brand

Search Ads

direct high intent users directly to your brand

From Search to your brand

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Traffic

Your Brand Destination

Feeds Brand Campaigns

Turn high intent into high growth Traffic the connective tissue that makes every layer of your media plan work harder.

Create New Demand 11% Higher CTR, when when bundling in feed web traﬃc

with search ads web traﬃc campaigns vs in feed web traﬃc on it's own

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Globally, Traffic is TikTokʼs leading mid funnel solution at driving purchase intent. Traffic captures reach/video intent so nothing leaks.

Fuel Higher Returns 39% Lower CPA & +136% Conversion Lift, when bundling Web Traffic with Conversion campaigns vs. running conversion ads alone.

Source: TikTok Internal Data 2026; Internal TikTok Product Research 2026 [North America] TikTok Marketing Science, TikTok internal data Jan -June 2026

Lower Barrier Cold Start

Increase Efficiency for Lower Funnel Campaigns

Nurture High Intent Audience

No complex pixel setup or conversion history required. Most accessible way to tap into TikTokʼs huge audience base.

Increase conversion and ROAS for lower funnel conversion campaigns.

Links top-funnel awareness to bottom-funnel conversions, nurturing high-intent user base.

Cost Effective Clicks

Versatile Fit for All Business Models

Build Owned First-Party Data Assets

Cheap CPC allows fast and cost effective launch for new brands to test performance.

The most versatile ad objective on TikTok, with zero industry or business model limitations. A single URL supports every possible use case.

Capture on-site user behavior data and build high-performing custom audiences for retargeting.

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Why Choose Web Traffic Objective on TikTok

How to Get Started

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How to get started with web traffic ads at TikTok

Traffic

Why it works for you No complex pixel setup or conversion history required. It's the fastest way to start tapping into TikTok's audience

Cost efficient Clicks, Backed by Real Intent 80% of regions see lower CPC than key competitors — with a leaned in every click costs less and works harder.

Works for Any Business

Build first party audience data

One URL, no industry restrictions. Whether you're DTC, local, or lead-gen, Traffic fits the way your business actually sells

Every visit captures data— the foundation for stronger retargeting and higher-performing custom audiences down the line

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Start Without a Pixel

Capture the spark with Clicks

Whether you need broad site reach or deep on-site exploration, Traffic lets you optimize for the exact quality of visit your brand requires

Direct curiosity with Landing Page Views Reducing bounce rates and ensuring guaranteed brand exposure.

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Supercharge all 3 with Search

Tailor your Traffic optimization to match your campaign goals

Broad campaign reach, major announcements, and high-volume site visits

Deepend Consideration with Engaged Sessions

Note: Events API and TikTok pixel are not required for any of these objectives

Broad campaign reach, major announcements, and high-volume site visits

Web + App Traffic

Clicks Click optimization is the lowest-risk, fastest way to launch your first digital ad campaign. No complex setup, no hidden fees, just predictable, low-cost traffic to test your audience and build your customer list.

OPTIMIZED FOR

GOAL

Driving the greatest number of clicks to site and/or brand app

Drive high-volume traffic cost effectively

-29

YoY reduction in CPC for Traffic campaigns globally

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The Foundation for Scalable Growth

Source: TikTok Internal Data Global, June 2026

IDEAL ADVERTISER

BILLING & METRICS

Brand-focused, casting the widest net

CPC billing. Evaluated on CPM, CPC, and CTR

Landing Page Views Users who land on and engage with your site via TikTok are more likely to search for your brand/product on Google later. It lifts Google Search conversion rate and lowers cost per acquisition.

OPTIMIZED FOR

GOAL

Driving the greatest number of successful page loads

Boost lower-funnel campaign results by ensuring users actually land

IDEAL ADVERTISER

BILLING & METRICS

Performance-focused, feeding downstream Shop/Lead Gen/Sales

oCPM billing. Evaluated on Landing Page Views, Cost Per LPV, LPV Rate, CPC

Source: Internal Tests Comparing Click vs LPV: 2022

10%

Increase in total sessions vs. clicks

10%

Decrease in cost per engaged session vs clicks

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Web Traffic

Decrease in bounce rate

Engaged Sessions Users who land on and engage with your site via TikTok are more likely to search for your brand/product on Google later. It lifts Google Search conversion rate and lowers Cost per acquisition OPTIMIZED FOR Engaged Session: Potential buyer spending upto 10 Sec or visiting 2 pages within the landing page destination Secondary visit)

62%

Increase in avg. session duration vs. LPV

46%

Decrease in cost per engaged session vs. LPV

Custom Engaged Sessions: Potential buyer spending upto 100 Sec or visiting 2 pages within the landing page destination Secondary visit)

IDEAL ADVERTISER

GOAL

BILLING & METRICS

Brand and performance advertisers

Curate the highest-intent audience closest to lower funnel

oCPM billing

Source: Internal Study Comparing Engaged Session To Landing Page Views (July 2025)

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Web Traffic

Decrease in bounce rate vs. LPV

Web Traffic Search Ads Campaign

KEY FEATURES

y is @plutotv abilit Avail ct to

Keyword Planner

Strategically reach intent-driven audiences and meet them where interest peaks

Gain control with keywords on how and when your ads show up to users

Brand Safety Relevancy Diagnosis Tool

1 in 4 Users search within 30 seconds of opening the app

Impression Share

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Keyword Targeting Automated Keywords

Utilizes an auction system to efficiently deliver ads to reach the most relevant users

subje nal regio etas a/b alph

CPC Bidding Advanced Creative Features Search Term/Kw Reporting

Offers strategic budget, bidding, and keyword control

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Brand & Performance Guidance Guidance on how to build your activation plan based on your campaign goals.

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How to select the ideal optimization goal for maximum impact

Clicks Landing Page Views Engaged Sessions

Most Efficient Highest Volume

Deeper Intent Lower Volume

Advertiser Segments PERFORMANCEFOCUSED ADVERTISERS

AUDIENCE

Focuses on long-term brand equity, anchoring on the Mid-Funnel as the critical bridge.

Conversion-first, heavily reliant on immediate buying intent at the Lower-Funnel.

E.g., Premium CPG, Auto, Luxury Retail, Travel, Entertainment

E.g., DTC e-commerce, Enterprise / Local / Financial Services

PAIN POINTS

Struggles to tie upper-funnel awareness to tangible actions, lacking clear mid-funnel metrics and ROI tracking.

Facing extreme competition, soaring acquisition costs CAC, and inability to capture latent demand.

STRATEGIC SOLUTION

Deepen Consideration

Expand to Awareness

●

Curate high-intent mid-funnel audiences.

●

Enable measurable tracking from awareness to conversion.

● ●

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BRANDFOCUSED ADVERTISERS

Nurture search demand early via Web Traffic Ads. Acquire upper-funnel traffic at a lower CPM to expand TAM.

Products Recommended: Choose ONE Optimization Goal to Start

Recommend Products

PERFORMANCEFOCUSED ADVERTISERS

Click

Engaged Session

Landing Page View

Drive Volume Traffic to Site Cost Effectively

Curate Highest Intent Audience thatʼs closest to Lower Funnel

Boost Lower Funnel Campaign Results

Billing Event

CPC

oCPM

Key Metrics

CPM CPC CTR

Engaged Session Cost Per Engaged Session Engaged Session Rate

Landing Page View Cost Per Landing Page View Landing Page View Rate CPC

Why Recommend

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BRANDFOCUSED ADVERTISERS

New Innovations

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We offer unique formats and tools to help you achieve better results, including innovative ad formats, enhanced measurement, and streamlined workflows. 23

Formats

Multi‑Link Ads are a new Traffic objective format that lets one ad unit link out to multiple destinations, not just one.

Value Prop ●

For advertisers: CTR uplift by giving consumers more choices than a single destination link.

●

For consumers: easier path to their preferred destination with choice of retailer or product.

Use Case ●

Retailer Choice: Well suited for advertisers offering products available through multiple retailers.

●

Multi-Offerings: Ideal for brands looking to feature several offerings within a single creative.

+10% Avg. CTR Lift

Multi-Link vs Standard Ads TikTok Internal Q2 2026 Data

-30% Avg. CPC Reduction

Cost-efficient traffic acquisition TikTok Internal Q2 2026 Data

24 Source:: TiKTok Global Internal Data: 2026

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What it is

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Multi-Link Format

Image Supply

Meta Creative Imports

TikTok Ads Manager

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Advertisers can seamlessly import their Meta creative assets into TikTok Creative Library and automatically adapt them into TikTok-ready 916 format.

Who ● Advertisers who already have creatives on Meta and can link accounts. ● Advertisers with a large pool of Meta assets wanting quick TikTok testing.

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What

Why Fast, low-effort setup that saves time and enables quick test-and-learn of Metaʼs best creatives on TikTok. Import + Auto Adapt

Formats

A dynamic ad format combining structured product catalog with swipeable carousel cards 210 cards), automatically populated with product images, titles, prices, and deep links. Video catalog is also supported as part of the holistic launch.

133% Relative Lift in CTR

Catalog vs Non-Catalog TikTok Internal Q2 2026 Data Aug 2026

Use Case Catalog Ads help advertisers scale personalized product promotion, automate creative, reduce fatigue to drive more efficient campaign outcomes Personalized product recommendations at scale: Catalog Ads use your product catalog plus data connections to deliver tailored product recommendations, helping boost product discovery, purchase intent, and conversion. Dynamic creative generation: Catalog Ads support automated creative generation and diversified formats to engage users more effectively

41%

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What it is

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Image Catalog Carousel

Lower CPC

Catalog vs Non-Catalog TikTok Internal Q2 2026 Data Aug 2026

Image Asset Supply

AIGC Creative Supply What

URL to Carousel

Our AI scans an advertiser's landing page to extract the best product images. It then automatically turns them into compelling, high-converting image carousel ads.

Results

+28.9

+44.7%

-30.3%

CTR

Ad Scaling Efficiency*

Lower CPA

CTR

+28.97%

Data Source:Tiktok Internal data Q4 2025

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URL to Carousel

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Demo

Turn Discounts into Direct Site Visits

Highlight special offers on the call-to-action button from the very first frame—driving interest before the video even finishes

Versatile Offer Formats: Choose from percentage-off, cash-off, free shipping, or discount ranges

Ideal Advertiser

Key use cases

Built for eCommerce, DTC, Retail, and CPG Beauty & Care) advertisers looking to move shoppers off-platform fast

Holiday tentpoles Black Friday, Back-to-School), retailer sales, first-time buyer incentives, or always-on deal messaging

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Instant Visibility:

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Turn instant, data-backed recommendations into better campaign performance with just a few clicks

Account Optimization Score

Turn instant, data-backed recommendations into better campaign performance with just a few clicks Data-Backed Best Practices: Receives automated, in-product guidance grounded in proven client testing.Highlights actionable tweaks across budget, scheduling, audience targeting, and creative assets.

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Real-Time Guidance Built Right Into Ads Manager

One-Click Implementation: Effortlessly apply recommended optimizations directly inside TikTok Ads Manager without rebuilding campaign setups. Continuous Strategy Refinement: Establishes a baseline of proven setup rules so teams can test, learn, and refine performance over time.

Set-up Guidance & Reporting CONFIDENTIAL PROPRIETARY Confidential && Proprietary

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TikTok Ads Manager Web Traffic Objective UI

Learn more about “How to create an ad with TikTok Ads Manager (for new advertisers): Linkˮ

How to start your Traffic engine Web Traffic powered by Smart+

Better Efficiency & Performance, controllable automation, creative flexibility & enhanced reporting

Bidding

Duration

Creative

Product Mix

Keywords (Search)

Split Cell Testing

Max Delivery

>= 14 Days

>=6 Assets

Drive ROAS

Targeting

Determine which traffic objective works best: Clicks vs LPV vs Engaged Sessions.

Start with auto-bidding to maximize overall efficiency out-of-the-gate.

Run campaigns consistently for the entire promotion period.

Include 2 images. Mix brand, creator, and GenAI for the highest CTR.

LPV  Open Loop E-comm: CVR23%, CPA40%

Use 20+ keywords per ad group. Automate and use broad match where possible.

Combine with lower funnel for greatest performance.

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Optimization

Creative Formats

For new promo days, explore formats like Multi-Link, Image Catalog, and Promo CTAs to drive excitement & retailer visits. 32 Source: Internal Study Combining OLE  LPV (August 2026)

TikTok Ads Manager

3 Steps To Generate Web Traffic Reports Log into your advertiser account and go to campaign tab. Click on “Custom tabˮ and choose “Custom columnsˮ.

Find the metrics Last-touch attribution metrics: - No Pixel client data are under TikTok - Pixel installed client data are under Website] - Assisted attribution metrics are under Attribution] Assisted conversion]

View the metrics Metrics selected will show up after the Web Traffic campaigns.. CONFIDENTIAL PROPRIETARY Confidential && Proprietary

Log into TTAM

What is conversion lift? TikTok Ads Manager provides a set of metrics that moves beyond last-touch attribution. It acknowledges the complexity of the customer journey by assigning value to every touchpoint along the path to conversion

Key Benefits ●

●

Recognizes TikTok touchpoints in multi-channel journeys: Many users discover or engage with brands on TikTok but convert later through another channel. Assisted conversions quantify that influence. Prevents undervaluing upper-funnel brand activity: Last-click models often undercount awareness and consideration investments. Assisted conversion metrics show the contribution of brand ads. Supports better budget allocation: If assisted conversions show strong downstream impact, marketers can justify keeping or increasing spend on brand formats rather than shifting all budget to last-click performance channels.

Attribution - Assisted conversion Metrics for assisted conversions, which credit any ad to Assisted add to cart (website) Assisted add-to-cart value (website) Assisted cost per add-to-cart (website) Assisted value per add-to-cart (website) Assisted add-to-cart rate (website) Assisted purchases (website)

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Assisted Conversion Metrics is your solution to capturing that demand

Assisted purchase value (website) Assisted cost per purchase (website) Assisted value per purchase (website) Assisted purchase rate (website) Assisted purchase ROAS (website)

Under assisted conversion model, web traffic ads influenced add-to-cart & purchase behaviors prior to the final conversion happened. Compared to last-touch attribution model, assisted conversion brings:

Add-to-cart rate

4.2x Purchases

Source: Internal Study on Performance Heavy Advertisers Using Traffic (Oct 2025 - Feb 2026)

8.2x Purchases

Assisted cost per add-to-cart (website)

Add-to-cart rate (website)

Assisted purchases (website)

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Metrics for performance-heavy advertisers

Assisted purchase value (website)

Assisted purchase ROAS (website)

TikTok Market Scope

Use Web Traffic To Address The ACC Gap 1 Benchmark against your industry to find your ACC gap

Audience Transition Use Web Traffic to drive your audience transition down the funnel

Touchpoint Analysis

Evaluate the attributed buyers contributed by Web Traffic touchpoint

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Audience Funnel

INTERNAL ONLY

Web Traffic fuel every stage of the funnel and drive long-term growth. 36

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Recipes for Success Why your clients should adopt Full Funnel on TikTok with Traffic as a key component

Note: we have built these recommendations based on the clientʼs segment and business model given they may differ based on how much they can sell online. 37

Quality Traffic Focused

Recipe for Success

Web Traffic - Landing Page View OR Engaged Sessions

2-4 weeks

CAMPAIGN SETTING

15s Focused View*

Campaign Length Recommend 2-4 weeks: Align with Purchase Cycle

*For a Quality Focused strategy, if you prefer not to run both Focused View optimizations (6s/15s), you can allocate up to 20% of your spend to 6-second ads. While 6-second ads are the primary focus, there may also be opportunities to incorporate 15-second ads based on your campaign needs.

Frequency Min. 2-3x per week

MEDIA PLAN

Creatives Min. 6x per week Traffic (2 Image/4 Video) 3x For other Objectives Use Creative content, Creative recommendations tab & Spark ads

MEASURE

80% of Budget

20% of Budget

Web Traffic - LPV OR Engaged Sessions

15s Focused View* if you have any video assets that are 10 sec long or longer

Maximize site traffic to nurture consideration and purchase intent; ** Use static imagery from your existing TikTok product catalog if available and this strategy is currently performing well

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Drive High Quality Site Traffic

Aid Top-of-Mind-Awareness through longer storytelling and consideration

Post Purchase Survey Multi-Touch Attribution Conversion Lift Study / Unified Lift Study

TARGETING

Precision Targeting Using Age, Gender, and Interest and Behavior parameters to refine targeting to your ideal customer with more precision. Retarget off prior landing page visitors.

Note: These are suggestions for an incremental test and not meant to replace existing strategies until tests deliver proven results. Performance may vary significantly based on product selection, campaign budget, ad quality, and user behavior. Results are NOT guaranteed.

Drive Purchases While Minimizing CPA & Maximizing ROAS

Performance Focused

Recipe for Success

Web Conversion OR Video Shopping Ads*

CAMPAIGN SETTING

2-4 weeks

Web Traffic - Clicks or LPV

Campaign Length Recommend 2-4 weeks: Align with Purchase Cycle Frequency Min. 2-3x per week

MEDIA PLAN

80% of Budget

Creatives Min. 6x per week Traffic (2 Image/4 Video) 3x for other objectives Use Creative content, Creative recommendations tab & Spark ads

15% of Budget

5% of Budget

Web Conversion OR Video Shopping Ads

Web Traffic - LPV

15s Focused View

Efficiently drive purchases and customer acquisition

Maximize site traffic to nurture consideration and purchase intent

Aid Top-of-Mind-Awareness through longer storytelling and consideration

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15s Focused View*

MEASURE TARGETING

Multi-Touch Attribution Conversion Lift Study Media Mix Model

Conversion & VSA: Blend 3 Strategies

LPV & Focused View: Consider 1 of 2 Approaches

1. 2. 3.

1. 2.

Broad Targeting data connections are limited Lookalike models if there are +10k purchasers in the last 30D Retarget past purchasers - monitor for high frequency

Broad Targeting to let the model determine the best users Lookalike models. ** Enable Smart Targeting if using Interest and behavior or audiences

These are suggestions for an incremental test and not meant to replace existing strategies until tests deliver proven results. Performance may vary significantly based on product selection, campaign budget, ad quality, and user behavior. Results are NOT guaranteed.

Drive Incremental Sales & Purchase Intent

Indirect Sales Focused

Recipe for Success

Web Traffic - Clicks or Landing Page View 2-4 weeks

6s Focused View

CAMPAIGN SETTING

**If product catalog is available, use VSA as lower funnel tactic; otherwise use Web Conversion

Campaign Length Recommend 2-4 weeks: Align with Purchase Cycle

MEDIA PLAN

25% of Budget

15% of Budget

Web Traffic - Clicks or LPV

15s Focused View

Reach

Drive traffic to site to nurture product education, consideration & purchase intent.

Engage users who actively view creative & product messaging to strengthen consideration & intent.

Efficiently maximize reach and impressions.

60% of Budget

Frequency Min. 2-3x per week Creatives Min. 6x per week Traffic (2 Image/4 Video) 3x for other objectives Use Creative content, Creative recommendations tab & Spark ads

MEASURE NCS Sales Lift Study Product sales generated

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Reach

TARGETING

Recommend Targeting Broad Audiences ● ● ●

Use Gender and Age settings as needed by your brand, but when in doubt, do not restrict Consider Interests and Behaviors to add precision Purchase intention should be considered for LPV and 15s Focused View (not available for reach)

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Thank You! 41 41