As part of our initiative to streamline the ad-buying process and clarify the use case for each advertising objective, we have released the new Website conversion Advertising objectives.

This updated version of the previous Conversions objective only supports web conversion scenarios. With the Website conversions objective, you can drive conversions on your website or TikTok Instant Page.

This simplified version of the Conversions objective does not support in-app conversions, which is now covered by App promotions > App retargeting. See About the New App Promotion Advertising Objective for more information.

Key updates

Unlike the previous Conversions objective, the Website conversions objective only supports promoting an external website or TikTok Instant Page. It does not support promoting apps. Because of this change, we have replaced the Promotion type module with the Website module.

From there, you will select whether you want to direct people to an External website or TikTok Instant Page.

Additionally, as the Web conversion objective does not support promoting apps, Web conversion does not support creating iOS 14 dedicated campaigns.

About using the new advertising objective

You will see the new Advertising objectives on the campaign creation page.

Impact to ad delivery and in-flight campaigns

The updates to our suite of advertising objectives will not impact the delivery of any in-flight or future campaigns. You will be able to freely publish, edit, and copy campaigns that use the older version of our advertising objectives.

Impact to Bulk Import & Export

The bulk import feature supports the creation or edits of ads that use the App promotion or Web conversion objective.

Supported ad group settings