In September, TikTok updated its traffic tools. The main change — the algorithm can now focus not only on the click itself, but also on whether the user waited for the landing page to load.
Previously, in Traffic campaigns, the main objective could be a regular ad click. Now TikTok has added Landing Page View — a visit where the user not only clicked the ad, but also waited for the landing page to load.
For a media buyer, the difference is obvious: a click alone does not mean that the person actually saw the landing page. The user could have tapped the ad by accident, closed the page immediately, or not waited for it to load. LPV helps filter out some of these empty visits already at the traffic acquisition stage.
Smart+ Traffic was upgraded too
Smart+ Traffic now supports two objectives: Click and Landing Page View.
In the first case, the algorithm looks for users who are more likely to click the ad. In the second — those who are more likely to click through and wait for the page to load.
For an affiliate marketer, this means that you can look not only at the cost per click, but also at how many of those clicks turn into actual visits to the landing page.
TikTok looks beyond the first click
The updates also affected attribution. TikTok Attribution Analytics now includes Assisted Conversions — conversions where TikTok influenced the user, but another channel became the final source before the target action.
For example, a person saw an ad on TikTok, did not buy anything, and then found the same product through search a day later and placed an order. In this case, TikTok can show its contribution to that conversion.
You can also see how much time passed from the first interaction with the ad to the conversion and how many touchpoints there were on the way to the target action.
For media buying, the conclusion is simple: a cheap click alone no longer says much about traffic quality. What matters more is what happens after it — whether the landing page loaded, whether the user completed the required action, and what role TikTok played in this chain.
