Your TikTok conversion campaign has hit a ceiling

Performance -> Web Traffic -> Retargeting -> Conversion 23% CVR 36% CPA 5x and 5x higher budget utilisation when traffic was combined with performance aitarget What is the web traffic objective on TikTok? The Web Traffic objective is designed to bring users from TikTok to a website or landing page and optimize delivery based on different levels of post-click engagement. Unlike Conversion, which optimizes toward a specific conversion event, Web Traffic focuses on what happens between the ad impression and the final conversion. TikTok currently offers three optimization options: Clicks, Landing Page Views (LPV), Engaged Sessions. The key difference is therefore not just the amount of traffic, but the quality of the signal used for optimization. Why Use web traffic If you need conversions? Not every user converts on the first visit. It may take several touchpoints with a brand before a user makes a decision. Web traffic is especially useful when a conversion campaign cannot efficiently spend additional budget without exceeding its target CPA. Instead of forcing more spend into the same campaign, advertisers can use Traffic to capture additional demand and feed the lower funnel. According to TikTok's cited results, combining Traffic with Performance campaigns delivered 23% higher CVR, 36% lower CPA, and 5x higher budget utilization compared with Performance alone. The goal is not to replace conversion campaigns, but to add another layer to the funnel. Web traffic One of the biggest myths about traffic campaigns is that they are campaigns that buy cheap clicks. That is not true. TikTok's traffic campaigns are optimized for Clicks, Landing Page Views (LPV), and Engaged Sessions. read our web traffic guide.