About click discrepancies

There may be click discrepancies between TikTok Ads Manager and third-party reporting tools due to different metric definitions, methodologies, and platform nuances. It's important to understand each platform's metric definitions and how they track information.

Common reasons for click discrepancies

• Third-party tools, like Google Analytics, may have different metric definitions even though the metric has the same name.

• Non-spark ads are designed to create more opportunities to load the brand landing page.

• oCPM campaigns may provide a clearer call-to-action, resulting in a lower bounce rate.

Key concepts

Depending on the ad type, clicks and interactions are handled differently. For Spark Ads, swiping left, clicking on the nickname, or profile photo directs users to the brand's TikTok profile. Clicks on the Call-to-Action button or caption lead to the brand's external landing page. For non-spark in-feed video ads, all clicks direct users to the brand's external landing page. If you notice a high number of clicks but low page views in your third-party reporting tools, it might suggest users are more interested in staying within TikTok. Switching to Spark Ads can help by providing a more native and engaging experience, keeping users within the TikTok environment and potentially increasing engagement.

Similar to Spark Ads, in an oCPM campaign, there are fewer ways to reach the external landing page, making clicks more intentional. This can result in fewer clicks from users who are just exploring and not committed to interacting off-app. A high bounce rate doesn't necessarily mean users didn't view your page; it could simply indicate that they didn't interact further after the initial click. This might be due to the landing page's design, such as if it's an article or product description where users read the content but don't engage further.