Landing Page View (LPV) is a new optimization goal under the Traffic objective, which aims to drive higher quality traffic to advertisers' websites or Instant Pages.
A Landing Page View is counted only:
If the ad is clicked
And the landing page is successfully loaded (either third-party website or TikTok Instant Pages)
Landing Page View works by understanding users who click on TikTok ads and remain in session until the landing page loads. It then delivers ads to users who are likely to remain in session.
Availability of Landing Page View
Objective | Traffic |
Promotion type | Website |
Accounts | All global advertisers who run auction ads with TikTok for Business, including KA and SMB |
Market | All global markets with auction ads |
Operating System | iOS & Android |
Landing page type | Third-party landing page and TikTok Instant Page |
Placements | -TikTok -Pangle |
Bidding Strategy | -Lowest Cost -Cost Cap |
Other products | -Campaign Budget Optimization, Suggested Bid, Display Cards, Automatic Targeting, DMP Audience, Spark ads, and Collection ads are supported. -Split Test is NOT supported yet. |
Set up guide
To create an ad group with the optimization goal "Landing Page View", follow the steps below.
At the Campaign level
You need to select Auction as the buying type and Traffic as the objective; afterward, you need to complete other parts at the campaign level.
Don't select Split Test at the campaign level, as Split Test and LPV are not compatible yet.
At the Ad Group level
Select Website as the promotion type.
Select Automatic Placement or select TikTok or Pangle as your placement.
Select Landing page view as the optimization goal and complete other parts at the ad group level.
Clicks will be the default optimization goal unless advertisers manually change it to Landing page view.
At the Ad level
Complete all parts at the ad level. Advertisers can set up pixel tracking at the ad level if they want.
At all levels
Create custom TikTok ads report with Landing Page View.
Advertisers can choose Custom columns first, then Page Event on the left-hand side, and lastly choose Landing Page View.
After that, advertisers can check Landing Page View metric for all ad groups, regardless of whether they are optimizing toward Landing Page View or not.
FAQs
What causes discrepancies between Landing Page View, Google Analytics Page View, and Google Analytics Session?
It is normal to have discrepancies between Landing Page View, Google Analytics Page View, and Google Analytics Session because TikTok, Google Analytics, or any other third-party tracking systems have different definitions and firing logic for different metrics.
If a user clicks on the ad and the advertiser's website is successfully loaded, then the user spends 5 minutes browsing several pages on the advertiser's website, there will be one Landing Page View. This is one session but multiple page views. And if the same user browses several pages and then leaves, but several hours later they come back and browses several more pages, then a second session will be recorded.
How does Landing Page View differ from standard events supported by the pixel?
Landing Page View is a metric that TikTok computes as a landing page loads. This metric measures ad campaign effectiveness and helps optimize ad delivery of campaigns. In contrast, View Content and Default Page View information is event information that advertisers share with TikTok via TikTok's pixel and Events API from their site.